F&G (Fidelity & Guaranty Life)

The Challenge

For over 60 years, Fidelity & Guaranty Life was known as a “trusted friend” by its 700,000 insurance policy holders, but remained largely unknown to the general public.  Their name, products, identity and positioning were blurred with those of the many other competitors selling similar products, with similar claims of trust, service and investment performance and similar identities in the marketplace.  The company’s growth was slowing, customer satisfaction was inconsistent and employee engagement was lackluster.  The company asked us, in partnership with our colleagues at Siegelvision, to change all that and reinforce why F&G was different and compelling for agents and consumers alike.

The Solution

Our strategy work revealed a core insight that their unusually eager willingness to collaborate with insurance agents and financial advisors allowed them to better understand consumer needs and develop innovative products to directly meet those needs.  From there, a new company positioning emerged:

“At Fidelity and Guaranty we pride ourselves on the intimate, collaborative, and transparent relationship we build with our distribution partners. Together, we embrace serving the diverse needs of our mutual customers by delivering the most relevant and reliable products for their long-term financial security.

The strategy guided the evolution of their name, visual identity, marketing approach, and customer service ethos, revitalizing the brand in the marketplace and creating genuine differentiation from a competitive landscape characterized by uniformity in both words and actions.