A quick and easy-to-use service that simplifies the application process in order to provide you with a quote in real-time.
The Story
In the throes of a pandemic, NOW Insurance was determined to launch its AI-driven platform designed to quickly match small business owners and professionals with affordable coverage plans. Facing established competition, NOW Insurance – founded in 2019 by insurance industry veteran Philip Cabaud – came to Red Fan in late 2020, seeking expertise to tell a clear story that would set them apart, increase brand awareness in order to stimulate customer growth and establish credibility while meeting with investors and forming partnerships.
Challenge
As effects stemming from COVID-19 continued to put a financial strain on small businesses and employees, NOW Insurance needed to develop its distinctive narrative and build a media presence for its intended audience of potential customers and investors. Red Fan’s Brand Positioning and Narrative Lab process identified key storylines and messaging to help the commercial insurance startup stand out in the professional liability space compared to larger, digital-first insurtechs. Additionally, the Red Fan team created well-crafted press releases and pitches announcing news from funding round closures to exclusive partnerships, establishing credibility for the brand. Proactive outreach led to even more recognition, including a feature story in the premier trade publication, Digital Insurance, and a podcast interview for Philip with The Leadership in Insurance.
In just one year, NOW Insurance transformed from a brand-new venture with just $1.25 million in funding to a recognized company offering specialized coverage plans for a growing list of small businesses and more than 450 professional classes, including nurses and nurse practitioners, physicians’ assistants and therapists. With every update came a nimble response from the Red Fan team, culminating in media placements, increased share of voice, thoughtful content creation and honorable awards.
Solution
To drive NOW Insurance’s growth in the competitive insurance market, Red Fan addressed specific business needs by performing the following functions:
- Conducting an in-depth competitive analysis, team survey and collaborative workshop to produce a comprehensive positioning deliverable used for messaging in press materials and media relations, owned content and thought leadership
- Proactively communicating with media and influencers
- Identifying and submitting for speaking engagements and award applications
- Developing content for byline placements, LinkedIn articles and a website redesign
- Preparing for and executing investor-facing communications
Results
In its year-long partnership with Red Fan, NOW Insurance earned 143 mentions in target publications, gained a 33% share of voice among competitors and reached 466 million aggregate readers.
Outstanding achievements include securing a feature story in Digital Insurance, recording an interview with The Leadership in Insurance Podcast and winning the Celent Model Insurer Award in the Customer Experience Transformation category. Additionally, Red Fan designed and executed strategic media relations campaigns that earned coverage in top-tier and trade publications, including Financial Times, Fortune, TechCrunch and Insurance Journal.
