Case Study

Century Underwriting

Sector::Insurance

Services::Marketing Strategy, Branding, Graphic Design, Social Media, Paid Media, Content Marketing, Email Marketing

Century Underwriting is an independent Managing General Agent (MGA) with a strong reputation in the insurance industry. Founded in April 2011, Century specialises in Motor Fleet underwriting and is known for its expertise, industry knowledge, and approachable team of underwriters. As an authorised and regulated company by the UK Financial Conduct Authority, Century was eager to expand its network of brokers and grow its business.

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The Challenge

Despite their success in the motor fleet underwriting niche, Century faced challenges when it came to launching a new team of Property & Casualty underwriters and expanding their business. Their previous marketing efforts had primarily focused on industry trade events, and they lacked experience and internal expertise in digital marketing. While they had engaged a website development company, they needed assistance in leading the project and aligning it with their marketing goals. Additionally, they were unsure how to position their motor fleet and property & casualty offerings to attract new business.

The Solution

The Forge Partnership worked closely with the leadership team to develop a comprehensive marketing strategy that addressed their challenges. Through a series of discovery and strategy workshops, we created a go-to-market plan that encompassed the launch of the new business unit and the necessary marketing activities to support the growth of their motor fleet insurance business.

Our team took over project management of the website development, ensuring that it aligned with Century’s strategic direction. We also crafted a new narrative and unique positioning for Century, emphasising their personalised approach and underwriting authority, setting them apart from competitors. With the successful launch of the new website, The Forge Partnership continued to support Century by providing a complete marketing function.

Our focus primarily revolved around digital marketing tactics. We created regular thought leadership articles, case studies, and company news to establish Century’s authority and credibility while educating the market about their specialised offerings. We implemented a robust social media strategy, particularly on LinkedIn, to distribute content and raise awareness of the new business lines. Additionally, we deployed a targeted LinkedIn advertising campaign, specifically reaching out to brokers seeking alternative insurance providers. To engage their audience further, we implemented email marketing newsletters and customer updates, ensuring Century remained top of mind. Our team also designed sales and marketing collateral for use with clients and at trade events.