Extending an insurance brand to capture adjacent market opportunities within financial services

A leading insurance company wanted to extend its brand beyond traditional insurance offerings (auto, home, and life) to encompass a broader set of financial services, including retirement planning, investment management, and trust services.

Property & casualty (P&C) insurer looking to extend into financial services, through professional advice, planning and products (e.g., life insurance, annuities, etc.)
Existing brand image (i.e., risk reduction, protection) skewing older and inconsistent with required new category associations (e.g., investment return, financial future, etc.)
Successful market entry requires building equity bridge from P&C to financial services

Exploratory research with current and potential customers (i.e., younger clients) to understand needs (e.g., savings, banking, investment) and brand stretch beyond P&C
Equity extension concept development, optimization and validation into new products (e.g., innovative financial plan) and messaging (“no matter where you’re starting from”)
Development of single customer value proposition and brand positioning that spans existing and new markets, customers and products
Communication audit, strategy sessions and cross functional workshops to prepare go-to-market strategies in launching new concept, including new brand messaging and guidelines

Go-to-market plan development, across both operational (i.e., agent communication and training) and communication components (i.e., new materials)
Successful launch of new products and services within investments business category (e.g., mutual funds, managed accounts, retirement products and plans)