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
- Visual identity
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
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
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.
Brand as value£££Azur attributes several million of their acquisition to their brand.
Exit in seven yearsSoldAviva (AV.L) acquired Azur Underwriting’s high-net-worth personal lines business to build up its private client business.