Research & Insights

Strategy & Consultancy

Engagement & Distribution


Brandformula Insight and Consulting helps our clients gain knowledge, understanding and insight, to develop their marketing strategies. We help them deliver powerful and distinctive propositions to engage more effectively with their clients and distributors.

Focusing on the insurance, financial services and legal services sectors, our team combines first rate analytical skills with extensive practical experience of designing and implementing insight based sales and marketing programmes.



Proven track record on delivering successful marketing and business development programmes in the insurance industry.


Offering a wide range of specialist marketing services in an integrated way to meet clients’ needs and provide a one stop shop as required.


Understanding the key elements of the market – the demands of customers as well as the challenges of distributors, allows us to give real insight to business growth.


Strategy ahead of implementation

Decide on strategy before deciding on the marketing tools


Feed in client insight


Marketing plans that are business accountable


We offer three service lines:

Research & Insights

Strategy & Consultancy

Engagement & Distribution


Below you will find a selection of recently completed and current work.

Insurer Sentiment Survey

Our client operates in the highly competitive UK regional insurance market and as such it is essential that they have a deep insight and understanding of the things that matter to their supporting brokers and their customers. Through a combination of primary and secondary research, we carried out a series of telephone interviews – typically 45/60 minutes to get a real understanding of the things that matter and also how our client is viewed. We presented the report to the SMT of the client with recommendations as to the next stage of their distribution strategy.

Competitor Survey amongst brokers and risk managers

Working with a global broker, our client wanted to understand more about how their competitors were viewed by brokers and risk managers across the globe. We undertook a series of in-depth telephone interviews over an 8-week period, speaking with risk and insurance buyers from global firms as well as members of staff from the broker itself. A summary of the findings was presented to each regional head from the client, along with recommendations.

Social Listening Project amongst key SME target segments

It is often difficult for a client to balance to the cost of speaking directly to the end consumer – especially in the SME marketplace, where often the relationship is held with a broker. Our client was keen to understand certain key SME verticals that formed part of their plans to increase the volume of business written via brokers and they appointed us to carry out a unique approach – ‘social listening’.

Employee Engagement Survey

With the difficulty of COVID-19 and the impact it had on working patterns and the wellbeing of staff, we were engaged by a client to carry out a detailed survey amongst their staff as to the support they needed. The survey is repeated every 4 weeks using an online survey tool, with the recommendations and changes fed back to the client for review.

European Broker Interviews

Working with a global insurer, we were appointed to speak with all of the leading brokers across Europe to gain a better understanding of the needs and issues facing clients in each country and how our client could be better placed to support growth in each. Over a 10-week period, we held in-depth conversations across the business – supported by focus groups carried out via video conference, with the recommendations being presented to the client via a video call with the SMT.


Risk managers and the challenges they face

Brandformula Consulting conducts a survey of top of mind issues at Airmic each year. Last year, we asked risk managers which risks…


During the course of our work over the last year a clear trend emerged where clients have been looking at a much more focused approach…

How to: Manage your stand at events

With AMRAE on the horizon you’re familiar with the amount of time, planning and hard work that goes into developing company stands….


Some of the great companies we have had the pleasure of working with.


Get in touch to discuss how we can help your business develop.

Martin Wiggins


Over 25 years of experience in the insurance market working ‘client-side’ in senior management and board roles for service and technology suppliers and ‘agency’ forming brandformula to help clients create strategies to engage more effectively with their customers.

Declan O’Brien


Over 20 years’ experience in financial services marketing communications, specialising in insurance and professional services.

CRAIG Freeman

Innovation & Development Director

Craig has spent over a decade in marketing applying his knowledge and expertise to help financial services clients understand their audiences, the topics that will engage them and how to develop and implement the right marketing and communications strategy to achieve their objectives.

Matt Smith

Head of Content

Matt drives the messaging and positioning activities across all brand communications for our clients. Putting clear blue water between your business and its competition demands understanding, market experience and insight.


Get in touch to discuss how we can help your business develop.

+44 20 7265 7880

Fourth Floor, 5 London Wall Buildings, London EC2M

Email us to discuss your project