Mitchell & Whale changes brand name to Mitch

It is looking to become a top 20 national brokerage

Mitchell & Whale changes brand name to Mitch

Insurance News

By Lyle Adriano

With a new value proposition of “lovable insurance” announced in time for Valentine’s Day, Mitchell & Whale Insurance Brokers will be changing its brand name to Mitch.

The rebrand will officially launch sometime in late March, and will be accompanied by a redesigned website. According to the brokerage, it will continue to operate as Mitchell & Whale until the official rebranding.

The brokerage also said that its upcoming rebrand is “foundational to its strategic plan to grow into a top-20 national brokerage” with $1 billion in gross written premiums by 2030, a company release said. To that end, Mitchell & Whale has made a number of changes over the past several months, including several leadership appointments and the creation of new departments for operational excellence and customer experience, as well as marketing and innovation.

“We’re purposefully setting out to challenge the industry status quo,” said Mitchell & Whale chief marketing officer Igor Bubic. “What you’ll see next month is the first phase of a radically different approach to our website's design and user experience that’s heavily influenced by the best retail consumer sites out there.”

“We know the lovable insurance approach will take time to achieve in a meaningful way, but we feel it’s already authentically ingrained in our company’s DNA and culture,” commented Mitchell & Whale CEO Adam Mitchell.

Mitchell also pointed out that the brokerage’s Net Promoter Scores (NPS) have consistently hit above 80, and that its Google star rating of 4.8 has nearly 1,300 reviews.

“We’re going to continually improve on the things we already do well by analyzing our rich pool of data and implementing new and innovative solutions,” the CEO said.


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