Arturo

Imagine this—you’re an innovative, high-growth technology company well-backed by some of the world’s largest insurance companies, such as USAA, American Family Insurance, and IAG. You embraced AI and machine learning long before they were buzzwords in today’s mainstream, and you’ve built a great product for property intelligence. You’ve landed major clients in the U.S. and Australia. And you continue to innovate and attract additional investors. 

There’s just one problem—your primary target audience is literally in the business of mitigating risk. Multiple stakeholders are involved in the buying process, and your sales cycle is long. The customer journey has layers of influencers and decision-makers, some of whom see AI as untested, uncertain, and, frankly, a little scary.

This was the world Arturo was living in when we first met.

They had the vision, the backing, the credibility, and the product. What they needed was a Fractional CMO and branding services to help refine the go-to-market approach, accelerate their growth, and elevate their brand in the market for potential customers and investors alike. 

Working alongside Arturo’s team, we stepped back and asked: What if we stopped leading with technology? What if, instead of selling AI, we sold confidence? What if we helped insurers see not just the data, but the clarity, speed and reliability that Arturo could bring to their business? And taking it one step further, what if we thought about the value Arturo could add not only to insurance companies but also to the insured?

With this in mind, we dove deep into their audience, their brand, their messaging, and the marketing and sales approach. We talked to investors, clients, partners, and employees to get a full 360 view. Then we got to work. We redefined the go-to-market strategy, refined the brand, and created a messaging platform that spoke the property insurance language.

As an integral part of the team, we helped the in-house marketing team navigate go-to-market and brand execution. Building on the brand platform and verbal identity, a strong, new visual identity and digital communications platform were implemented, and the refreshed brand was activated just in time for one of the most significant industry events of the year. 

Now, Arturo is more than an AI platform. They’re a clarity engine behind better insurance decisions. Conversations with potential customers happen more naturally. Marketing and sales collaborate more efficiently. The customer journey flows more naturally. And the mission, vision, and guiding principles that make Arturo, Arturo, adorn the walls of their new headquarters entryway. And they continue to pave the way in what you should expect from InsurTech.