We defined the brand strategy and higher purpose: to help companies embrace technology fearlessly. We changed the name to At-bay to reflect this purpose. We built the brand to feel smarter than the pack, but also more enjoyable to work with than the big brokerages. The visual identity was inspired by symbols that are synonymous with the online world, and simplified complex insurance terminology in a way that both brokers and customers would understand. We created an interactive, easy to use digital policy far more advanced and accessible than competitors’. The brand launched and they raised $13m.