Mitchell & Whale officially rebrands as Mitch

It has a new value proposition of "loveable insurance"

Mitchell & Whale officially rebrands as Mitch

Insurance News

By Bethan Moorcraft

Mitchell & Whale Insurance Brokers has officially rebranded as Mitch, with a fresh visual identity, a new value proposition of “loveable insurance,” and a revamped consumer-friendly website.

A family-owned business since 1948, Mitchell & Whale announced grand ambitions in 2021 to grow into a top-20 national brokerage with $1 billion in gross written premiums by 2030. Since then, the Whitby, Ontario-based brokerage has shored up its leadership team, grown its workforce by 40%, created new departments focused on operational excellence and customer experience, and now it has rebranded to Mitch.

“With the rapid pace of consolidation throughout our industry, insurance is increasingly all looking the same,” said Igor Bubic, chief marketing officer (CMO) at Mitch. “This brokerage has always coloured outside the lines and our new brand will play a crucial role in further differentiating ourselves in a marketplace where one brand is indistinguishable from the next.”

Mitch is looking to deliver “lovable” and “meaningful” insurance, according to Bubic. That value proposition will steer everything the brokerage does from operations and culture to customer relations, community work, partnerships and more.

“In the coming months, we’ll be spending significant time examining and replacing pain points in the customer journey with the wow experiences that Canadians deserve,” the CMO added.

For example, Mitch is working to drastically reduce call wait times and deliver industry-leading experiences to its rapidly expanding client base. The brokerage has also begun implementing robotic process automation to allow its brokers to spend more time helping customers.

“We’re looking to influence and ultimately change the narrative around insurance,” said Mitch CEO, Adam Mitchell. “By believing in what’s possible and daring to imagine where things can go, we know we can create an experience that people will truly love and a new service benchmark for this industry. Our rebrand is the foundation for many exciting things to come.”

Since August 1, 2021, Mitch has experienced over 36% growth, and more than 40% of new business written during this period has been property. The brokerage’s commercial book is growing quickly too. Looking ahead, the brokerage plans to expand its footprint outside of Ontario, and will consider M&A opportunities in other provinces, beginning with Alberta.  

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