As an AI-driven wholesale insurance brokerage, QuoteWell acts as a clearinghouse between retail agencies and carriers. Founded in 2021, they’re using technology to upgrade the legacy systems and manual processes that have dominated the wholesale marketplace.
The Quotewell team had a vision to bring automation and simplicity to the opaque world of insurance. They found willing investors and tackled a market with very little competition. With a 2:1 ratio of insurance agents to software developers, QuoteWell is fundamentally transforming workflows, not just streamlining paperwork. But they soon discovered they had a brand perception problem and lacked the in-house expertise to fix it.
QuoteWell was a great name, backed by a great team and vision, but it wasn’t a great brand, yet.
The issue wasn’t a negative brand perception, but the public face of QuoteWell didn’t reflect the excitement and connection that internal stakeholders experienced. It needed a higher level of professionalism that could also express humanity and innovation in equal measure.
The executive team decided to hire CSTMR to update the brand and create a focused marketing strategy. If QuoteWell was going to shake up the calcified insurance industry, they needed a partner who could deftly juggle the compliance, technology, and audience constraints.
The QuoteWell team evaluated 12 agencies to take on the rebranding effort as well as a new website, marketing strategy, and critical assets. The decision to partner with CSTMR came down to our proficiency with highly regulated, highly technical industries such as fintech and banking.
Insurance can seem like an impersonal, transactional industry, even to insiders. The reality is that long-term success requires immense human capital and discernment. CSTMR’s brand strategists developed a simple way to encapsulate QuoteWell’s unique blend of human and technological innovation: The Human+ Principle.
The brand refresh provided exactly the momentum that QuoteWell was looking for and paved the way for CSTMR to develop a new website and marketing campaigns, including a PR campaign for a funding announcement, to support QuoteWell’s growth through recruitment, partnerships, and more.
QuoteWell is radically committed to creating a modern insurance brokerage that shrugs off the tedious, inefficient ways of working. A major outcome of the engagement with CSTMR was clarity around QuoteWell’s three-sided marketplace positioning — serving agencies, carriers, and producers — as well as what each audience needs.
By differentiating QuoteWell from its competitors and crystalizing the message of what the company offers to its audiences and stakeholders, CSTMR helped the leadership team execute their vision to disrupt the insurance industry and offer a brighter future to agents and brokers alike.
"The rebrand from CSTMR has elevated us to another level. I was presenting to some of our investors recently where I used the updated template, and they said ‘My gosh, the rebrand is so great.’ I think that's helped us get to the next level of professionalism and ability to communicate what we're actually trying to do."
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