Market erosion can happen to the big players. PetSure is the pre-eminent supplier of white labelled pet insurance products in Australia, administering more than 80% of the policies in market and with more than 500,000 retail clients.
Yet despite this very strong position, PetSure’s market share was being gradually eroded by traditional competitors, as well as more nimble, disruptive insuretechs.
With a number of sub-brands in its portfolio including petinsurance.com.au and GapOnly, the business sought to clarify and confirm the optimal proposition for the portfolio, whilst also defining the underlying intent of the brand for now and into the future. PetSure wished to maintain its market leadership role.
With a variety of stakeholder audiences ranging from brand partners, regulators and government, vets and end customers, the organisation needed to clarify and confirm its market positioning.
Our approach for PetSure included both internal and customer research, brand architecture strategy and also the positioning of the parent brand. Key to consider were the target audiences of brand partners, regulators and government, vets and end customers. We then applied this new intent across a refreshed logo and visual identity.
The refreshed positioning, architecture, logo and visual identity was launched in July 2022. With a reinvigorated intent, the brand and business strategies are now aligned to empower the vision and purpose of the business as it moves forward into an increasingly dynamic future.
For end customers, employees, vets and brand partners, the refreshed brand reaffirms PetSure as the sector leader in Australia, continuing its decades long journey as a pioneer and innovator for better healthcare and insurance outcomes for pets and their people.