Pip – The Property Insurance People

Repositioning a challenger brand in the landlord insurance market.

THE BRIEF

Create a contemporary, challenger brand and user-friendly website that reflects PIP's people-focussed service offering.

Property Insurance Plus, founded in 2009, has built its reputation on providing simple, cost-effective insurance protection for property investors. With two core audiences -property managers and landlords – the business had achieved strong traction in the property manager channel, but recognised an opportunity to build direct-to-consumer awareness.

In order to position itself as a contemporary, people-focused alternative to its competitors Property Insurance Plus approached Fuller to develop a bold brand strategy and customer-centric website that would set them apart as a disruptor and reintroduce human connection into the property insurance category.

Services Provided

Brand Research & Consumer Insights, Brand Strategy & Identity, Websites

APPROACH

Fuller’s strategy began with a comprehensive Discovery phase.

To understand the landscape, customer expectations, and pain points, the Discovery Phase included:

  • Staff workshops to capture internal perspectives on brand strengths, challenges, and the customer journey.
  • Stakeholder and customer interviews to uncover real-world experiences, frustrations, and unmet needs.
  • Customer journey mapping to identify points of friction and opportunities for the brand and website from a CX and UX perspective.

Insights revealed a clear opportunity for Property Insurance Plus to move beyond transactional insurance and position itself as a trusted partner, simplifying complexity for property managers and landlords while demonstrating genuine care.

Fuller developed a clear and differentiated brand platform for Property Insurance Plus, defining its brand pillars and crafting an emotive brand story, highlighting its commitment to human service in an industry often perceived as cold and transactional.

The central brand idea – People-First Property Insurance – set the tone for all messaging, ensuring PIP stood apart from the corporate, impersonal image of its competitors.

By emphasising expertise alongside empathy, the refreshed brand could reframe insurance not as a bureaucratic necessity, but as a partnership that supports landlords and property managers throughout their property journey.

To bring the strategy to life, Fuller developed external brand messaging and a tone of voice that balanced expertise with empathy. Fuller also recommended transforming Property Insurance Plus’ well-used acronym into the brand’s name, supported by a new tagline to speak to the brand’s specialisation and its human-focus. Property Insurance Plus became, Pip – The Property Insurance People.

Fuller’s expert brand designers then created contemporary and approachable visual identity that spoke to Pip’s youthful challenger-brand positioning, with imagery that focussed more on the people they serve.

Based on outcomes from customer journey mapping undertaken during the Discovery phase of the project, Fuller’s customer experience (CX) strategist delved into user needs, drivers, and barriers, as well as mapping relevant opportunities for the Pip website’s user experience (UX).

These CX insights, as well as a digital audit, competitor analysis, and a collaborative discovery workshop informed the information architecture and foundational UX recommendations for the website. This included detailed user stories, sitemap, navigation wireframe, and flow maps.

Fuller’s UX design and website development team then used this site-map to create a stylish customer-facing website to showcase the new brand and messaging, and to act as a user-friendly entry-point to Pip’s back-end customer portal.

With its new positioning, contemporary brand ID and website, Pip – The Property Insurance People is primed to disrupt the market by connecting authentically with clients, building trust, and creating seamless customer experiences.

TESTIMONIAL