Transforming Figo for the Modern Consumer into a $50MM Business
REVENUE GROWTH ● BRAND EVOLUTION ● FULL-FUNNEL MARKETING
Opportunity
After a decade in market, Figo Pet Insurance had a tech-forward brand that had become stale. While innovative at launch, its feature-focused messaging no longer resonated with modern pet parents seeking emotional connection over product specs.
Moreover, Figo had become reliant on a limited few marketing channels that were no longer working.
Strategic Solution
Differentiated Brand Strategy: Evolved positioning to emphasize "right fit" over "best in category," appealing to consumers seeking personalized solutions.
Emotional Storytelling: Developed new brand voice, visual identity, and messaging to authentically reflect modern pet parents' experiences and values.
Channel Expansion: Tested into a range of new marketing channels and built out a strong top, middle and bottom of funnel strategy that expanded reach and improved conversion at key decision points. Launched first major retail partnership that drove significant growth.
Impact
Generated 3.5x revenue growth within two years
Reduced customer acquisition cost by 24%
Improved online conversion rate by 40%, leading to an incremental $1MM in revenue per month
