Insurance Quantified

THE UNDERWRITER'S EDGE

CLIENT TYPE:

InsurTech

Categories:

Brand/Website, Marketing, PR, Content, Outsourced Marketing Department

ONLINE:

insurancequantified.com

Forging an InsurTech’s distinct brand, ramping up marketing and supporting the milestone acquisition and integration of another market leader

THE CHALLENGE

Insurance Quantified is a leading underwriting technology provider that arms commercial P&C underwriting teams with the data and analytics they need to grow and scale their business. Its underwriting workbench, SubmissionIQ, is a user-friendly platform built to unite people, workflows and systems around actionable data, turning information into decisions with maximum efficiency and minimum effort.

Backed by parent company Two Sigma (and operating as “Two Sigma Insurance Quantified”), Insurance Quantified first engaged Forefront shortly after building out its in-house team. The firm had an established footprint in the commercial transportation and professional liability segments, with plans to expand into construction. Insurance Quantified’s main challenge was to forge its own distinct identity with a unique and ownable visual brand, separate from that of its parent company, and refine its messaging platform before ramping up a full marketing program.

Forefront played a crucial role in defining our identity and generating brand recognition at a pivotal moment in our company’s history.

Katie Mockler, Vice President of Marketing

From impactful press releases to compelling content to top-notch HubSpot management, Forefront drove tangible results throughout our engagement, deftly deploying our new brand to increase our presence.

Katie Mockler, Vice President of Marketing

THE STRATEGY

Our first step was to establish a set of key messages as a foundation for internal communications and wider brand and marketing efforts. After extensive interviews with the Insurance Quantified team, Forefront focused on advanced technology, collaborative underwriting and user impact, tying all these themes together to highlight the firm’s ability to serve as “the underwriter’s edge.” As part of this exercise, we recommended dropping “Two Sigma” from the company name – while mentioning the parent company added credibility and validation, we believed it was more valuable for Insurance Quantified to plant a flag as a standalone entity and thus draw more attention to its solutions.

We also developed a full visual brand for Insurance Quantified, complete with a new logo, color palette and typography. We reinforced the “edge” concept by using sharp angles and straight lines wherever possible, including in the logo and via strategically placed page breaks and cropped images throughout the website. In terms of imagery, we emphasized the firm’s sophisticated, analytical and data-driven approach through visual elements representing formulas and code, as well as its unifying, user-friendly technology through photos of people collaborating. The color palette and fonts were selected to convey a modern, high-tech feel and a sense of stability and safety overall, with red used as a standout, “riskier” highlight color to signify the risk SubmissionIQ identifies for underwriters.

EXECUTION

Part 1: New Brand Launch

Once we secured full buy-in from Insurance Quantified’s management team, we began our ramp-up to the public launch of the new brand. We used the key messages and visual elements to copywrite and design a new website, as well as to create new social assets and sales collateral, including a branded booth design for a major InsurTech conference.

Insurance Quantified’s brand launch in April 2023 pulled on all of Forefront’s levers. In addition to drafting and distributing a launch press release, our PR team worked to build awareness in the weeks leading up to the debut, identifying media spokespeople and placing several editorials in insurance trade media. We also worked with Insurance Quantified’s team to develop a broader PR strategy, complete with a Q&A document for journalists and media training modules to ensure employees could put their best foot forward.

When it was finally time to launch the new brand, our digital marketing team handled HubSpot email communications, including a letter from CEO Brian Modesitt introducing the new look and feel to clients. Meanwhile, our content team drafted a launch blog that explained the “underwriter’s edge” concept and highlighted how the new brand would support the firm’s mission to deliver meaningful value to underwriters and the insurance industry at large. We were sure to highlight all public-facing launch items on social media, activating Insurance Quantified’s executives and employees to engage with the posts to maximize visibility and impact.

Part 2: Ongoing Engagement

Following the success of the brand launch, Insurance Quantified transitioned to an ongoing retainer relationship with Forefront to maintain momentum. Serving as the firm’s outsourced marketing and communications agency, we drafted, distributed and pitched several people- and product-focused press releases, the first of which announced Insurance Quantified’s partnership with the Central Analysis Bureau. Over the course of the engagement, our PR team continued to secure coverage for Insurance Quantified in relevant mainstream and trade publications, including Forbes, Digital Insurance and PC360. On the content front, we produced a steady cadence of timely and relevant thought leadership pieces and product spotlights, with topics ranging from overcoming the talent crisis in the insurance industry to defining underwriting roles in a world with AI. Our digital team served as Insurance Quantified’s HubSpot partner, which involved cleaning up contact lists, integrating with Salesforce, implementing lead scoring, executing email campaigns and developing extensive reporting, among other duties. This work has enabled Insurance Quantified to maintain a healthy database and make the most of its press releases and content pieces, putting them in front of key stakeholders.

A few months into the ongoing engagement, we helped Insurance Quantified announce its milestone acquisition of Groundspeed Analytics, the market leader in ingestion and data solutions for the commercial P&C industry. We handled the press release, email communications and social promotion, in addition to securing an article in Digital Insurance and penning an accompanying blog on how the partnership aimed to bring back a sense of trust and reliability to underwriting technology.

RESULTS

“We couldn’t be more excited about our recent acquisition of Groundspeed, and that announcement would not have been nearly as successful without the rock-solid foundational work and expert execution from the Forefront team.”

– Kate Mockler, Vice President of Marketing, Insurance Quantified

THE UNDERWRITER'S EDGE