Academy unveils brand and logo refresh

Overhaul comes following MBI/MBO earlier this year

Academy unveils brand and logo refresh

Insurance News

By Kenneth Araullo

Academy Insurance Services has undergone a brand and logo revamp as it gears up for the implementation of its growth strategy. This initiative follows the MBI/MBO in July, bolstered by a substantial investment from private equity investor Blixt.

Richard Beaven, the newly appointed chief operating officer, revealed a brand-new website that he says aligns with the refreshed brand purpose that is said to highlight the company’s determination to build a purpose-led business.

“We wanted to stress the importance we attach to understanding exactly what our customers need, and then giving our excellent advisors, all of whom are experts in their field, the technology and other tools to help them serve our customers with empathy and provide them with exactly the cover they require,” Beaven said.

During Academy’s research into branding, Beaven reveals that it found personal and commercial lines clients do not know what they have purchased or what kind of protection they have paid for, which often leads to disappointment when claims are filed.

“Small print is the bane of people’s lives, so our proposition is based on making sure anyone who buys insurance from us is fully aware of what they’re buying and feels reassured as a result.” Beaven said. “The new Consumer Duty regulatory environment emphasises delivering fair value, which to us means giving transparent, honest advice delivered by empathetic people. Customers buying insurance are so often left feeling like they’re in a sausage machine, and we want to change that.”

Beaven explained that the brand refresh is a vital component of Academy Insurance's modernisation initiative, positioning the business as an aggregation platform for other regional brokers. The goal is to evolve into a progressive, dynamic, growth-oriented brokerage, taking a lead in the UK insurance sector.

In a recent Insurance Business interview, Beaven discussed the company’s recent strides as well as what makes it stand out as a very different broking group.

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