Rebranding helps companies keep up with a fast-changing market, show their progress, and align with new business goals. It can mean changing the name, logo, or overall look of the company – or even rethinking its mission – to better match who they are and where they’re headed. For Insurtech companies, rebranding often marks a shift from traditional insurance to modern, tech-driven, customer-focused solutions. Let’s take a closer look at why Insurtech companies rebrand and some examples of those who have done it successfully.
Why Insurtech Companies Rebrand
Broadening Market Appeal: Many Insurtech startups begin by targeting specific niches within the insurance sector. As they grow and expand their services, their original name might feel too limiting. Rebranding helps show their evolution into a more comprehensive provider that can serve a wider range of customers.
Highlighting Technology: Innovation is at the heart of Insurtech, with companies using AI, machine learning, and blockchain to improve their services. A rebrand can help them reflect this cutting-edge approach, setting them apart from traditional insurers and highlighting their focus on technology.
Global Market Expansion: Some companies choose names that highlight their local roots, which can work well when they’re just starting out. But as they grow and expand into new markets, these region-specific names can sometimes make it harder to connect with a global audience. Changing to a more universal name helps them appeal to customers worldwide and better support their international growth.
Reflecting New Services: When Insurtech companies add new features, their old name might not fully represent what they offer anymore. A rebrand can help communicate their broader range of services more effectively.
Connecting with Modern Consumers: The insurance market is competitive, and Insurtech companies need to stand out to attract younger, tech-savvy customers who value convenience and transparency. Rebranding with a fresh, modern look helps them build trust and connect with these digital-first audiences.
Building Trust: Trust is a cornerstone of the insurance industry. Rebranding can help Insurtech companies establish credibility with professional, polished branding that reflects the security and reliability customers expect.
Mergers and Acquisitions: When Insurtech companies merge with other businesses, rebranding helps create a unified identity that showcases the combined strengths of the new entity. It also helps communicate their expanded capabilities to customers.
Legal Reasons: Sometimes, Insurtech companies need to rebrand because of legal issues, like trademark conflicts or regulatory requirements. While challenging, this can also be an opportunity to redefine their brand and create a name that better fits their goals and vision.
Rebrands in the Insurtech Sector
Apollo Brokers – Limit
Apollo Brokers, a leading provider of innovative technology solutions for the commercial insurance industry, changed its name to Limit just two years after its launch in 2020. According to the company, limits are everywhere in the insurance sector, a difficulty that the new brand Limit plans to solve in the future.
Rebranding marks a moment to celebrate. Since we started transacting policies a year and a half ago, we’ve been empowering brokers all over the country to find better coverage at lower prices in less time. During that time, we’ve spent many hours trying to find the right brand identity for ourselves. Ultimately, the word Limit stands out to us not just because it represents such a core concept in insurance, but also because the products we sell and services we provide all limit risks and costs of many forms.
Limit team
As part of the rebrand, Limit acquired the shorter, more memorable domain Limit.com. Dictionary word .com domains are highly valuable because they are easily recognisable globally, memorable, and convey authority.
Bought By Many – ManyPets
ManyPets is a pet health and insurance provider dedicated to improving the quality of life for pets and their guardians. Initially launched as Bought By Many, the company rapidly emerged as a leader in the pet insurance industry by introducing innovative policies, including coverage for pre-existing conditions, and becoming the first provider in the UK to offer online claims. In response to customer feedback and to better reflect their focus on pets, the company rebranded to ManyPets.
And we’ve shown we love pets just as much as you do, although a few of you have pointed out our name doesn’t scream (or howl) pets. So, we’ve changed it to ManyPets… You’ll have the same great insurance cover and service under a new name that we think is easier to remember and proves where our heart is: pets, pets, pets.
ManyPets team
ManyPets operates on the Exact Brand Match (EBM) domain name ManyPets signaling authority and trust – fully aligned with their positioning.
Just Miles – By Miles
By Miles is a UK-based car insurance provider that offers pay-per-mile policies designed to provide fairer pricing and greater flexibility for drivers. The company was originally founded under the name Just Miles, but in 2017, it rebranded to By Miles following a trademark dispute. The new name addressed the legal issue and better reflected the company’s innovative approach to mileage-based insurance.
Our new name doesn’t just describe the way we’re structuring our insurance policies, it’s very much a statement of intent. We want to offer customers significantly better value thanks to smarter, fairer pricing, with a higher level of service than they’ve come to expect from existing car insurers.
By Miles
As part of its rebrand, the company secured the EBM domain ByMiles.com, ensuring a seamless transition and reinforcing the new brand’s strength and recognition.
Captain401 – Human Interest
Human Interest Inc. is a full-service 401(k) and 403(b) provider dedicated to making it easy and affordable for small and medium-sized businesses (SMBs) to help their employees save for retirement. The company was originally founded under the name Captain401, but in 2018, it rebranded to Human Interest.
The original name, while emphasising the company’s focus on 401(k) plans, could limit its long-term growth as it expanded its offerings. Additionally, names with numbers can, in principle, be harder to remember and enter, creating potential barriers to brand recognition.
We’ve seen amazing growth in the last three years and are proud to be helping over ten thousand employees save for retirement. We wanted a new name that better suits our people-first approach and gives us room to expand, so that we can offer other financial tools to our clients in the future. We believe that a finance company should operate in a way that puts their clients’ interests first. Our new name, ‘Human Interest,’ is a great blend of friendly, financial, and story-based elements that we feel represent our values very well.
Roger Lee, CEO of Human Interest
The company ensures its global reach and accessibility by operating under its EBM domain, HumanInterest.com.
Financefox – Wefox
Wefox is a leading Insurtech company that uses technology to simplify and enhance the insurance experience for customers, brokers, and insurers. Originally founded in 2015 under the name FinanceFox, the company changed its name to Wefox in 2017.
Names like FinanceFox can be service-specifically limiting, potentially hindering a company’s growth potential by tying its identity too closely to a single focus. The rebrand to the more versatile and memorable name, Wefox, removed this limitation, allowing the company to position itself as a broader, innovative player in the Insurtech space.
Wefox operates under the EBM domain, Wefox.com, a choice that aligns perfectly with the company’s international reach.
Bluezone – Blueberry Life
Blueberry Life is a company dedicated to making life insurance accessible and fair, particularly for those with chronic health conditions. Previously known as Bluezone, the company drew inspiration from the concept of Blue Zones – regions where people live longer, healthier lives. The rebrand to Blueberry Life was intentionally chosen, as blueberries are often linked to health benefits such as improving blood pressure, blood sugar, and gastrointestinal health.
We’re incredibly excited to launch this specialist Blueberry Life product that allows us to protect many more conditions and lives. The new Blueberry Life brand speaks to our mission of improving health span by delivering precision healthcare through insurance.
Dr Karan Mehta, CEO of Blueberry Life
Initially, the company used the domain BlueZoneInsurance.co.uk, while BlueZone.com was owned by another business with the same name. For its new identity, the company secured BlueberryLife.com, ensuring easy access for customers while reducing confusion and optimising online traffic.
Domains Names in the Insurtech Sector
Our recent analysis of 170 Insurtech companies reveals that the .com domain extension remains the top choice, with 87.6% (149 out of 170) securing a .com domain name. This dominance underscores the .com extension’s reputation as the most trusted and authoritative option.
69.4% (118 out of 170) of these companies have opted for Exact Brand Match (EBM) domain names. These findings highlight the significant role of domain name strategy in the Insurtech sector, where choosing a relevant and memorable domain strengthens brand integrity, boosts online visibility, and supports long-term growth.
Lessons for Insurtech Entrepreneurs
Reflect Evolving Services: Choose a name that represents the full range of your current and future offerings. As your Insurtech company grows, your name should stay relevant – whether you’re working on property insurance, health coverage, or embedded insurance solutions. A flexible name makes it easier for your brand to adapt and expand.
Global Appeal: Pick a name that resonates across cultures and languages, free from regional or industry-specific constraints. A universal and neutral name helps your brand connect with people everywhere and supports global growth.
Simplicity and Memorability: Go for a name that’s straightforward, easy to remember, and simple to pronounce. Avoid complicated or lengthy names that can confuse customers or hinder word-of-mouth marketing. A clear and concise name strengthens recall and establishes trust quickly.
Market Positioning: Your name should reflect your brand’s identity and connect with your audience. Whether you’re aiming to disrupt the industry or be a reliable partner, the name should align with your values and goals. Stay away from names that are too specific unless you want to focus on a niche market.
Legal Considerations: Make sure your name is legally available and doesn’t conflict with existing trademarks. Do your research, and if needed, get help from legal experts. A legally secure name keeps your brand safe from disputes and sets you up for smooth growth and recognition.
Choosing the right name for your Insurtech business is a key step in creating a strong and successful brand. A well-chosen name should reflect your evolving services, resonate with a global audience, be simple and memorable, and align with your market positioning. A strategic name can help your business stand out in a competitive market and support sustainable growth over time.
Do your company need a rebrand? It’s important to recognise the right moment to make the change. The article Thinking of Rebranding Your Business? 12 Signs That It’s Time highlights key signs, like expanding services, outdated branding, or struggling to connect with your audience. These insights can help you decide if a rebrand is the right step to refresh your business and set it up for long-term success.
The right domain name is an important consideration when it comes to building and protecting your brand. If you’re ready to take the next step and invest in a perfect domain name for your business, contact us to learn more about our available options and how we can help you get started.
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