INSURTECH
Bertie: Launching one of the UK’s most exciting new Insurtechs
The Brief
Bertie is a pioneering insurtech using AI to streamline the insurance industry, make insurance easier and deliver the industry’s first end-to-end insurance platform, empowering brokers and disrupting the industry. The business was launched to address a clear gap in the broker journey, where information often needs to be re-keyed multiple times, creating unnecessary friction and broken customer experiences.
As a new business entering the market, Bertie needed to establish awareness and make the industry aware of its proposition. The PR challenge was to introduce Bertie to the market while building credibility around its approach to technology, insurance and the future of the industry.
The objective was twofold: to make the market aware that Bertie exists and to position its CEO, Luke Aitkins, as a thought leader at the intersection of technology and insurance.
Our Work
We worked closely with Bertie's leadership team to develop the messaging and PR activity around the launch, ensuring the business had a clear story to take to market.
Our work included developing and delivering a launch strategy, alongside creating thought leadership opportunities for the CEO around technology, insurance and the changing insurance market. We also supported Bertie's social media activity and worked closely with the leadership team on timing, messaging and how best to maximise the launch opportunity.
Rather than focusing solely on announcing Bertie's arrival, we used the launch as an opportunity to begin establishing the business and its leadership as credible voices within the wider insurance and technology conversation.
Results
The launch secured coverage across key insurance trade publications, including Insurance Business, Insurance Times, Insurance Edge and Insurance Post, putting Bertie’s proposition in front of its target industry audience. The coverage delivered a combined potential reach of 268,930, helping establish visibility for the business at a pivotal stage in its launch.
Alongside building awareness of Bertie as a new entrant to the insurtech market, the campaign provided a platform for CEO Luke Aitkins to begin establishing his profile as a thought leader on technology and insurance, including through commentary published in Insurance Edge.
The work also established a foundation for Bertie's ongoing communications, giving the business a clear narrative and platform from which to build its profile as it continues to develop. We have since supported Bertie and Luke with a regular PR programme, amplifying event attendances, continuing to position Luke as a thought leader and supporting the ongoing growth of the business as it iterated its technology.
