Azur
Founder values as brand values
We met Graham Elliott, founder and CEO of Azur, on day one. Fast-forward seven years later, an acquisition by Aviva, Azur attributes several million of its purchase price to its brand.
Graham had a clear vision for his insurtech business. He wanted to create a customer-centric, digital-first brand that appealed to a millennial workforce and had women on the board. By staying faithful to these values, even before a line of code was written, Azur’s brand became its north star.
- Brand voice and copywriting
- Positioning
- Visual identity
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-1-13ffcb919a17201b211b90ab0d17465f.png 1800w 1200h)
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-3-83dfd5481c15a525593d2de0433c253f.jpg 1800w 1800h)
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-4-e8a71fa9a8e8045d163e4b6b8ef559e1.jpg 1800w 1800h)
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-6-6e1cddc5fa826474c352d031460ba1a2.jpg 1800w 1200h)
Flexible framework
As an intermediary between brokers and their high-net-worth clients and an insurtech start-up, the brand and messaging hierarchy faced tensions. We created a flexible framework and tone of voice that conveyed forward-thinking messages to investors and insurers, security to brokers and sensitivity with clients.
Trust is a significant factor in B2B brand building. The creation of Broker iQ, a CII-accredited CPD platform for broker training, further cemented trust by becoming a voice of authority in the broking community.
- Development and integrations
- Messaging frameworks
- Product design
- UI & UX
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-7-93d2647f86a6f2209809e1ae0164335b.jpg 1800w 1800h)
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![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-9-14fb08e4f5c14cf3d7adaaa2bd926e7b.jpg 1800w 1800h)
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-10-05dfd98a68b1a9e152ea8ec979e27529.jpg 1800w 1800h)
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-11-df79f2422374cff512e7c56fae754334.jpg 1800w 1200h)
A rising profile and raising money
Maintaining consistency and authenticity is essential to brand building and customer loyalty, and Azur’s close relationship with us ensured that its messaging remained laser-focused when communicating with its multiple audiences as they grew. This consistency and trust helped Azur secure one of the largest funding rounds in the insurtech sector in 2018.
- Investor engagement
- Sales collateral and support
![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/02/azur-case-study-13-c4e3c5c0ba0c9ed7cf26c1272c3728b1.jpg 1800w 1200h)
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![](https://ik.imagekit.io/5dxe1mtcw/tr:w-112/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 112w, https://ik.imagekit.io/5dxe1mtcw/tr:w-256/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 256w, https://ik.imagekit.io/5dxe1mtcw/tr:w-512/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 512w, https://ik.imagekit.io/5dxe1mtcw/tr:w-768/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 768w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1024/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 1024w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1280/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 1280w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1536/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 1536w, https://ik.imagekit.io/5dxe1mtcw/tr:w-1800/2023/04/azur-case-study-18-28368d2b2c28c7b9f15b8c88660ccf40.jpg 1800w 1200h)
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Series B fundraise£13.3mAmong the largest fundraises in the UK Insurtech sector in 2018, Azur’s series B helped expand its product range and enter new markets.
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Brand as value£££Azur attributes several million of their acquisition to their brand.
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Exit in seven yearsSoldAviva (AV.L) acquired Azur Underwriting’s high-net-worth personal lines business to build up its private client business.