Matthew Wilson, CEO of Travelers Europe, sat down with IB to talk through the thinking behind the company's refreshed brand and what it means in practice.
Travelers Europe recently launched its brand at BIBA. Why was that the right time?
BIBA felt like the natural place to do this as it's where we connect with brokers face to face and where in-depth conversations happen. It also made sense to launch a brand built around listening in a room full of the people we need to listen to. But the timing wasn’t just symbolic. We've spent the past year working through what brokers need and want from us, and we've aligned this brand refresh closely with our broader business strategy.
The brand is built around listening to brokers. What did they tell you?
The overall message was clear: we should make it easier to do business with us. Examples they gave included being a proactive partner and providing consistent, responsive service. So rather than arriving at BIBA with a new logo and a strapline, we came with a response and a set of tangible commitments that brokers could hold us to.
Why is brand recognition such an important factor in the broker market right now?
Brokers are operating in an increasingly complex market, and their clients expect them to have the right answers – and fast. That means brokers need insurer partners that they can trust and reach for with confidence. That trust starts with familiarity. Research shows that London market brokers are seven times more likely to shortlist an insurer they’re already aware of. When they understand what you stand for and what to expect from you, the relationship works better for everyone.
The new positioning talks about five commitments to brokers. What are they?
The five commitments are direct responses to the broker feedback we received. We have pledged that we will listen and respond to feedback; make it easier to do business with us; provide consistent, high-quality service; be visible, engaged partners; and continuously raise standards and performance.
What does this mean in practice for a broker placing business with Travelers Europe?
It means a more joined-up experience. We've strengthened alignment across underwriting, claims and distribution, so brokers should get a more consistent experience, regardless of who they're dealing with. It also means more specialist expertise when they need it, and a team that's more proactive and present. We know that when brokers have confidence in a partner, it makes their job easier and helps them deliver better outcomes for their clients. That's what we're working towards – not just a smoother process, but a relationship that genuinely adds value.
Tell us about the research report you launched alongside the brand.
The report is called Rebuilding Confidence and it's based on a YouGov study of C-suite decision-makers at mid-market businesses across the UK and Ireland. It explores the risks keeping business leaders up at night. We wanted to give brokers real, useful insights that they could take to client meetings and use to support informed discussions.
What does success look like for Travelers Europe in terms of the brand?
We want to see meaningful growth in terms of brand awareness and consideration, but more importantly, we want to hear from brokers that something has changed – that we're easier to work with and we're showing up differently. BIBA was an important moment, but it was just the start. The brand only becomes real when everyone at Travelers Europe lives it every day. The question I'm asking our teams is: how will you bring this to life in your work and the service you’re providing to our external partners?
Because ultimately, brand isn't what we say about ourselves – it's what brokers say about us when we're not in the room.
To hear more about Travelers Europe’s broker pledges, visit https://www.travelers.co.uk/about/working-with-travelers. You can also access the ‘Rebuilding Confidence’ report here: https://www.travelers.co.uk/insights/uk-market-growth-confidence
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Travelers operates through several underwriting entities in the UK and Europe. Please consult your policy documentation or visit the websites below for full information.
travelers.co.uk travelers.ie
This article was created in partnership with Travelers.
