Progressive Insurance unveils new brand purpose

Progressive Insurance unveils new brand purpose | Insurance Business America

Insurance News

Progressive Insurance unveils new brand purpose

It is designed to “amplify” firm’s commitments

Insurance News

By
Terry Gangcuangco

Progressive Insurance is deepening its commitment to customers and communities with the introduction of its new purpose statement: “We exist to help people move forward and live fully.”

Since its inception in 1937, Progressive has embraced a philosophy that goes beyond traditional insurance, focusing on enabling progress for its policyholders. Its purpose statement encapsulates the company’s mission to create positive change on the road, in homes, and within businesses – areas where Progressive actively operates.

Tricia Griffith, Progressive’schief executive, stated: “Progress is in our company’s name and is at the core of guiding the actions we’re taking to deliver on our commitment to help people move forward and live fully.

“As a brand that largely leverages humor, we’re excited to share more of the heart behind the Progressive story and commit to brand actions that support meaningful and lasting societal impact for customers, consumers, and communities.”

The newly articulated brand purpose seeks to “amplify” the insurer’s commitments while continuing to champion existing initiatives spanning progress on the road, in the home, and in business.

“Many people may not know this, but Progressive’s founding strategy was to help create access to insurance for an underserved market of people,” noted chief marketing officer Remi Kent, whose camp would like to be known as the first purpose-driven insurance company. “Protecting and providing access is in our DNA.

“On behalf of our leadership team and our people, I’m honored to establish our new purpose – We exist to help people move forward and live fully. The actions we are implementing now in support of our brand purpose build upon Progressive’s foundation while we work to accelerate progress for everyone.”

To advance its goals, Progressive is collaborating with organizations and experts across public and private sectors, focusing on creating solutions that drive equity and societal progress. The firm is also dedicated to supporting its more than 60,000 employees by promoting integrity in business decisions and enhancing the employee and customer experience.

As part of its communication strategy, Progressive will launch a new campaign titled “Progress Isn’t Overnight,” which will run as a TV advert.

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