Scaling a $500MM Pet Insurance Portfolio
GO-TO-MARKET STRATEGY ● REVENUE GROWTH ● BRAND STRATEGY ● MARKETING OPTIMIZATION
Opportunity
Independence Pet Group had assembled a portfolio of 6 pet insurance brands through acquisition. The opportunity was to transform a fragmented go-to-market approach into a coordinated portfolio strategy, carving out distinct swimlanes for each brand to capture as much of the total addressable market as efficiently as possible.
Strategic Solution
Refined Brand Positioning: Leveraged customer segmentation research to recalibrate each brand’s positioning, messaging, and target audiences to minimize audience overlap.
New Products & Markets: Identified market gaps and launched a new B2B product to capture underserved segments. Expanded footprint into Canada.
Optimized Multi-Channel Marketing: Managed and optimized performance across all digital marketing channels and drove continuous optimization across the funnel to effectively convert web traffic to leads, and leads to buyers.
Impact
Doubled revenue to $500MM+ in 2 years
Grew 30% above industry average