Helix Insurance: 4.4x growth in policy sales over 14 months

Helix is a UK insurance broker specialising in SME and high-net-worth personal lines. The market is dominated by aggregators (Compare the Market, GoCompare) and brand-led incumbents (Aviva, Direct Line). A mid-sized broker like Helix had a positioning problem: too sophisticated for the aggregators, not famous enough to compete with the big brands.

The brief was to find a defensible position, articulate it consistently, and build a marketing engine that compounded brand and performance.

Brand first. We ran a positioning project that took Helix from “insurance broker” to “the insurance partner for businesses that have outgrown the comparison site” — a stance that immediately disqualified the wrong leads and pre-qualified the right ones.

The visual identity was refreshed: warmer, more confident, more human. The new website integrated a customised quote application that felt like a conversation instead of a form.

Content: 8 long-form articles a month targeting buyer-stage queries (“professional indemnity for consultants”, “do I need cyber insurance UK”, etc.) plus thought-leadership content from Helix’s senior brokers.

Paid: tightly targeted LinkedIn ABM campaigns hitting decision-makers in our 5 priority sectors. Google Search at the long-tail end of intent queries. No display, no aggregator-style retargeting.

Services delivered

14 months in, monthly policy sales were 4.4x baseline. The new website converted at 3.2x the rate of the old one. Branded search (people searching specifically for Helix) was up 92%, indicating the brand work was landing.

Most importantly: the average policy value was up 38% because the positioning attracted the right kind of customer.