FWD is now a highly-differentiated brand in an otherwise undifferentiated market. FWD’s disruptive launch has made a strong connection with insurance customers. By implementing bold marketing and customer engagement strategies, FWD has managed to reach those not previously convinced by insurance brands.
In turn, potential customers within other segments have spotted the innovative new brand which has allowed FWD to resonate with all segments, even traditional insurance buyers.
The key elements of FWD’s success are rapid awareness growth, market-leading conversion from awareness to consideration and being the newest, most different and innovative brand in each market. These same success factors have driven FWD’s in-market growth and subsequent regional rollout.
“Working with Clusters since 2013 has been more of a consultative partnership than just a typical vendor services relationship. They understand our business needs and challenges and have consistently provided evidence to help us develop effective strategic considerations.”
Tim Oliver, Chief Commercial Officer, FWD