Protectant Auto Insurance

FBL Financial Group is a $14 billion financial services organization that sought to build a new car insurance presence online. The challenge was how best to enter an already crowded marketplace that has several entrenched brands with deep pockets (GEICO, Progressive and others). FBL already owned the ‘Protectant’ name, so Cohesion’s first initiative was to […]

FBL Financial Group is a $14 billion financial services organization that sought to build a new car insurance presence online. The challenge was how best to enter an already crowded marketplace that has several entrenched brands with deep pockets (GEICO, Progressive and others). FBL already owned the ‘Protectant’ name, so Cohesion’s first initiative was to define what the strategic ‘essence’ around this brand could and should be. From there, we created a messaging platform that leverages FBL’s greatest strength—which was also a strong consumer desire identified during research. Work also included building a logo/identity system. Protectant offers a unique balance of online independence and personal guidance, giving consumers not only more choice, but also more control.

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