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Tower Insurance is ‘thinking ahead’ with new brand identity via Shine

Tower has unveiled its refreshed brand ethos via creative agency Shine. ‘Thinking ahead’ better expresses the future-focussed outlook of the insurer.  

Tower CEO, Blair Turnbull says Tower’s reinvigorated brand is a direct reflection of Tower delivering on its customer-centric innovation and growth strategy.

“We’re on a journey to deliver hassle-free and rewarding insurance experiences Kiwis and their communities can rave about. By combining innovation with over 150 years of experience, we’re reinventing insurance for a modern world and always thinking about what’s next.

“Life moves fast and we want to be there for you every step of the way, no matter what life throws at you. That’s why our Kiwi and Pacific customers need an insurance company that can think ahead.”

From the creation of Quick Quote, which aims to provide the fastest and most accurate quote process for customers in-market, to focussing on how the biggest challenges Kiwis may face over the next few decades could impact their insurance – Tower’s focus on innovation and investment in large-scale digital transformation, has enabled the business to evolve rapidly, in-line with the latest in technology and customer expectations. 

Last year alone, Tower launched EV, Boat, Pet and Travel insurance, and was the first insurer in the country to implement fair and transparent pricing for customers, based on individual risk ratings for flooding and earthquakes.

“Using insights from our data, we’re continuing to develop innovative products, with easier and more enjoyable user-experiences, that deepen our relationships with customers,” says Turnbull.

In 2021, Tower also celebrated the one-year anniversary of its GoCarma app – as the first insurer in New Zealand to reward customers for safe driving – and moved its head office to a 6 Green Star building on Fanshawe Street, as part of a wider plan to significantly reduce the businesses carbon footprint.

Turnbull says the brand refresh is aligned with Tower’s company culture too.

“Our people are passionate about insurance, solving customer problems and ensuring rewarding customer outcomes. So, our teams are always thinking ahead – it’s in our nature.”

Despite the challenges posed by Covid and increasing weather events in the past couple of years, Tower has experienced growth ahead of the market, particularly in New Zealand, where gross written premium (GWP) rose by 7.9 percent to $350m in 2021.  

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