Refreshed brand and new website put customers first at Economical

Simplifying insurance while driving traffic to broker partners

WATERLOO, ON, Sept. 12, 2016 /CNW/ - Economical Insurance today launched its refreshed brand and a new website that aspires to make insurance simpler for customers, ultimately empowering them to take the next step — to find a broker.

"The past year was pivotal for Economical as we move forward with demutualization, launch our multi-channel distribution strategy and continue development of our new broker policy administration system that will make it easier for brokers and customers to do business with us," said Michael Shostak, Chief Marketing Officer at Economical. "We've refreshed our brand and created a new website to more accurately reflect the Economical story of today."

With the refreshed brand and new website, we've simplified and streamlined our image to create a more modern look that better reflects our ambitions as a company. This new design is complemented by a shift to a more customer-centric focus, while continuing to position us as an established, trusted, and forward-thinking partner in the industry. Everyday language – written like we speak – and clean modern design are used in print and online to help customers easily understand complex topics and, more importantly, to trigger conversations with brokers.

"Our research revealed that many customers find insurance products needlessly complicated and not designed with their needs in mind," said Shostak. "We're a company that thinks differently about insurance, and we want to change the way Canadians feel about insurance, too."

The new website creates an engaging online experience for customers. It informs and creates connections, with calls to action that drive leads to brokers. The content is streamlined and offers useful tips that can make everyday life easier for the customer.

Broker partners will find shareable, relevant blog content they can easily incorporate in their own social media networks or other tools they use to communicate with clients and prospects.

Using a responsive design approach, the website adapts automatically to any screen size and device, optimizing the online experience for people at home, at work, or on the go.

"The brand refresh and new website are just the beginning of an ongoing effort to improving our digital presence and innovation in how we do business," said Shostak.

About Economical Insurance
Founded in 1871, Economical is one of Canada's leading property and casualty insurers, with $2.0 billion in premiums during 2015 and $5.4 billion in assets as at June 30, 2016. Based in Waterloo, this Canadian-owned and operated company services the insurance needs of more than one million customers across the country. Economical conducts business under the following brands: Economical Insurance, Economical, Western General, Economical Select, Perth Insurance, Sonnet, Economical Financial, and Family Insurance Solutions.

SOURCE Economical Insurance

Image with caption: "Economical Insurance (CNW Group/Economical Insurance)". Image available at:

For further information: Doug Maybee, Manager, Public and Media Relations, Economical Insurance, (T) 519-570-8249, (C) 519-404-0989


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