Tower Insurance unveils new brand ethos

The brand refresh reflects both its growth strategy and company culture

Tower Insurance unveils new brand ethos

Insurance News

By Mary Or

Tower Insurance has launched its new brand ethos, ‘thinking ahead’ – a direct reflection of Tower’s customer-centric innovation and growth strategy, said chief executive Blair Turnbull.

“Life moves fast and we want to be there for you every step of the way, no matter what life throws at you. That’s why our Kiwi and Pacific customers need an insurance company that can think ahead,” Turnbull said. “By combining innovation with over 150 years of experience, we’re reinventing insurance for a modern world and always thinking about what’s next.”

In 2021, Tower launched EV, boat, pet, and travel insurance, and was the first insurer in the country to implement transparent pricing for customers based on individual risk ratings for flooding and earthquakes.

Last year also saw Tower celebrating the one-year anniversary of its GoCarma app – the first to reward customers for safe driving with discounts and vouchers – and transferring head office to a 6-green-star building in Fanshawe as part of a wider plan to reduce its carbon footprint.

The rebrand is also aligned with Tower’s company culture.

“Our people are passionate about insurance, solving customer problems, and ensuring rewarding customer outcomes, so our teams are always thinking ahead – it’s in our nature,” Turnbull said
 
Despite the challenges posed by COVID-19 and increasing weather events, Tower has experienced growth ahead of the market. In New Zealand, gross written premiums rose by 7.9% to $350m in 2021.

Insurance Business has named Tower New Zealand General Insurer of the Year for 2022. In 2021, it won Canstar’s Car Insurer of the Year award.

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