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Good&Ready Creates Insurance Brand Built for a Millennial Mindset


New brand nowly launches with suite of creative

Good&Ready Creates Insurance Brand Built for a Millennial Mindset

When Teachers Life, a fraternal insurance company that services teachers, wanted to create a new brand for millennials, the company reached out to agency Good&Ready. The brand brief: analyze the competitive landscape, create a name and logo, design the brand, and produce a launch campaign.

Good&Ready specialises in brand creation: the agency has created brands from scratch in categories such as: personal care and government service, and further, has rebranded companies in QSR and business services. So, the Good&Ready team was excited to add financial services to their brand creation portfolio.

With nowly, you don’t have to die to get something. 

Good&Ready built the entire nowly brand around a millennial mindset which prioritizes living in the moment.

“Canadians as a whole are under-insured,” says Martha Turner Osborne, chief marketing and sales officer at nowly. “Millennials are even more hesitant to purchase life insurance as they see it as a product that only gives them something when they die. But Nowly insurance gives them world class, ‘living healthy’ benefits, as soon as they sign up.”

Get coverage faster than your food delivery.

Millennials are hitting key life insurance moments now—they are getting married and starting families. All of a sudden, life insurance is on their radar. In this aspect, millennials are the same as previous generations. 

Where they differ, however, is how they want to get insurance. Nowly is a 100% digital experience. The experience is seamless and you can get coverage in minutes. “When you can find a date, get dinner and plan a vacation on your phone, why wouldn’t you expect to find insurance there too,” says Terry Drummond, co-founder and creative partner at agency Good&Ready. “Every part of the brand is written and designed to speak to the millennials’ desire for immediate gratification and lack of complexity.”

The Good&Ready team is thrilled to see the new brand go live. “It’s no different than having a kid,” says Drummond. “You raise it the best you can, but there comes a time when it has to live in the world and stand on its own two feet.”

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Categories: Finance, Insurance

Good&Ready, Thu, 17 Feb 2022 09:26:14 GMT