Digitalisation communications for Insurancy in the insurance market

Insurancy is a digital insurance broker and intermediary based in Germany, specialising in tailored solutions for expats, emigrants and international mobility. The company offers access to international health insurance such as PassportCard, as well as travel, liability and life insurance that can be flexibly adapted to different life situations. Through online platforms and personal advice, Insurancy makes it easier for customers in more than 100 countries to compare and take out policies.

The insurance market is large, heavily regulated and demanding to communicate in. Insurance is often seen as dry, complex and hard to understand. At the same time, intense competitive pressure from comparison portals and large market players makes clear differentiation difficult. Content quickly becomes interchangeable, price arguments dominate, and trust and expert context are often lost along the way.

There are also structural challenges on the corporate side. Digitalisation, rising cybersecurity risks and outdated legacy systems slow down the pace of innovation and agility. Regulatory requirements such as the GDPR, growing expectations around personalisation and fraud prevention, and the increasing skills shortage add to the pressure. The central challenge was to communicate these complex topics in a way that makes Insurancy appear as an understandable, competent and trustworthy partner, while sustainably growing its media reach.

The solution was a content-led PR strategy that reduces complexity and creates relevance for different target groups. Press releases were set up with clearly differentiated thematic angles to put insurance topics into context from perspectives such as sustainability, artificial intelligence, business and regulation. This allowed us to address trade and mass media alike. In addition, expert guest articles and interviews were placed, in particular with the CEO, to position Insurancy as a thought leader in the digital insurance space. The focus was on providing context rather than product communication, and on explaining complex connections in an understandable way. To further strengthen media relevance, YouGov surveys were used, delivering robust figures and making insurance topics accessible to a broad audience.

Through continuous media relations, Insurancy’s reach was increased in a lasting way. The company established itself in the media as a reliable point of contact for complex insurance topics and digital transformation questions. Insurancy not only became visible, but was perceived as a competent, trustworthy player in the insurance sector.