Insurance PR that builds trust, clarity and confidence – helping brokers, providers and underwriters communicate complex ideas with authority, transparency and impact.
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Insurance PR
Getting Results
Insurance is a complex and highly regulated sector where trust is everything. That’s why your communications need to be clear, human and grounded in fact. At Midnight, we translate your data and expertise into meaningful stories that build credibility with clients, partners and regulators alike.
Get in touch”“We have worked with Midnight for several years and they have become an invaluable extension of our in-house marketing team. Midnight has many strings to their bow, not only as a first class PR agency but as a team that brings energy, creativity and strategic thinking to all aspects of marketing."
Matt WardExecutive Director - Marketing, Howden
Quick answer
We help insurance brands win attention and build trust. Whether you’re a broker, provider or challenger brand, you already sit on a wealth of newsworthy stories. Our job is to pull them out, evidence them properly and put them in front of the right audiences so they land. That’s how you move from “just another voice” to a recognised leader.
What insurance PR really means
Insurance PR is about making complex subjects clear and credible. We turn technical expertise into stories that stick – with journalists, with customers, with regulators, investors and other stakeholders. This is a sector where loose claims can damage trust or even break the rules, therefore we anchor everything in proof with transparent, accountable PR that stands up to scrutiny.
Challenges we solve
- Dry, repetitive PR. We move you past generic press releases by building people-first and data-led stories.
- Reputation risk. Insurance is built on trust; we help you show credibility, not just say it.
- Complex regulation. We keep messaging compliant and transparent – because in this sector, unsubstantiated claims aren’t just bad PR, they’re a legal risk.
- Proving ROI. Our reporting is plain and honest: you’ll know exactly what’s working and how PR is supporting business growth.
Who we work with
- Insurance brokers and providers
- Insurtech and digital-first entrants
- Underwriters, risk advisors and financial services firms
- Business leaders seeking influence, trust and market share
Outcomes you can expect
- Quality coverage in key trade, national and business media
- Thought leadership that positions you as expert, not follower
- Clearer, more trusted brand messages – internally and externally
- Sales and marketing teams armed with credible content
- Reporting that proves how PR impacts growth
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How we work (our process)
- Discover
We begin by understanding your business, audiences and objectives. Through workshops and stakeholder mapping, we uncover your priorities and communications challenges. This discovery phase helps us identify the stories, insights and expertise that will build trust and authority in your market. - Define
Next, we develop a strategy that connects your brand’s purpose with the audiences that matter – from clients and brokers to investors. We shape key messages, plan media engagement and agree measurable objectives that align with your commercial goals and compliance requirements. - Deliver
We bring your communications strategy to life with precision and creativity. From media relations and thought leadership to digital PR, awards and content campaigns, we deliver activity that earns attention, reinforces credibility and supports sales and marketing teams. - Reflect
We measure outcomes clearly and transparently – tracking coverage quality, message alignment, share of voice, search visibility and stakeholder sentiment. Insights from each campaign feed directly into the next, strengthening your communications over time.
Guarantee: Every insurance client benefits from senior strategic involvement from day one – ensuring clarity, compliance and lasting impact.
Media landscape
We place stories where they matter most: Insurance Post, Insurance Times, Insurance Insider, Financial Times, The Times, regional business titles, fintech and insurtech media.
Example story angles
- Humanising risk: profiles of the brokers and underwriters behind the headlines.
- Data-led authority: transforming proprietary stats into media-ready insights.
- Future of insurance: commentary on climate risk, regulation, tech disruption.
- Responsible business: transparent ESG narratives with evidence, not puff.
Case studies
Howden – Building thought leadership and market authority through content
Howden’s specialist insurance teams needed to communicate their expertise and drive visibility across multiple business lines, from cyber and sport to construction and employee benefits. Midnight developed a content-led strategy to showcase Howden’s deep sector insight and strengthen its authority with clients, brokers and partners.
We worked closely with their experts to create a pipeline of thought leadership reports, commentary and articles that tackled key market themes – from emerging cyber risks to ESG and D&I in insurance. Each piece was designed to deliver value for the reader and longevity for Howden’s sales and marketing teams.
Results:
- A suite of high-value content assets used across PR, sales and marketing
- Reinforced Howden’s reputation as a trusted adviser in specialist insurance markets
- Content repurposed across web, social and award submissions
Read the full Howden case study
Arch Insurance – Positioning a specialist insurer through insight-driven PR
Arch Insurance wanted to strengthen its brand profile and showcase the expertise of its leadership team during a period of strategic growth. Midnight delivered a PR and thought leadership campaign designed to bring its specialist teams to the forefront of key industry conversations.
We developed sector-specific storylines, data-led content and media commentary that highlighted Arch’s expertise in underwriting, risk management and emerging insurance trends. The programme balanced reactive media opportunities with proactive insight creation, ensuring Arch’s experts were consistently visible in the right places.
Results:
- Sustained trade and business coverage across top-tier insurance and financial outlets
- Stronger media relationships with key sector journalists and editors
- Increased brand awareness and credibility among brokers, clients and partners
- Positive feedback from leadership and sales teams on PR’s commercial impact
”“Really nice team and great work-ethic, and no egos which is so refreshing! And importantly, some fantastic ideas and implementation that have helped enhance our branding and communications...”
Elliott WallisMarketing Manager, Arch Insurance
FAQs
When will we see results?
Coverage can land within 4–6 weeks, but brand visibility and authority typically build over 3–6 months. That’s why we recommend an initial six-month programme to establish momentum.
Do you guarantee coverage?
No PR agency should – and we don’t buy coverage. We earn it. With more than 30 years’ experience, our campaigns consistently secure high-quality exposure in insurance, sector and national media.
How do you measure success?
Coverage quality, message pull-through, digital impact, share of voice. Always clear, never vague.
What makes Midnight different?
We sound like you, not like a supplier. We’re straight-talking, accountable and enjoyable to work with. And we stick because results keep us there, not contracts.
Do you understand complex insurance topics?
Absolutely. We’ve worked with brokers, underwriters and risk specialists for decades. We translate technical subjects into accurate, engaging stories that journalists and your target customers understand.
Our insurance PR services
PR
We deliver PR campaigns that turn technical topics into clear, credible stories that resonate with your clients, peers, referrers and potential future talent. Our team’s mix of newsroom experience and insurance sector insight ensures every story builds trust and visibility.
Thought leadership
We position your senior leaders as authoritative voices on the issues shaping the industry – from underwriting and risk to ESG, regulation and innovation. Our thought leadership campaigns combine commentary, data and storytelling to demonstrate credibility.
Digital PR
We connect your stories with the right online audiences. From securing coverage in top-tier media to earning backlinks that strengthen your digital authority and SEO, our digital PR approach delivers both visibility and impact.
Copywriting and content
We create content that simplifies complex topics and strengthens credibility. From whitepapers and insight articles to web copy and award entries, we help you communicate with confidence and precision.
Click here for more about our copywriting and content marketing service.
Social media
Social media is where your corporate reputation meets your human voice. We craft content that amplifies PR activity, positions your team as experts and connects authentically with your target audiences.
Press office & media relations
We manage your press office with responsiveness and precision. From daily journalist requests to proactive news opportunities, we ensure your brand is seen and heard in the right places.
Click here for more about our press office and media relations service.
Measurement and evaluation
We make PR measurement simple – our dashboards show you exactly how PR is driving results.
Click here for more about our PR measurement and evaluation service.
Media & key message training
We coach your spokespeople to speak confidently and compliantly. Our bespoke sessions build confidence while keeping messaging aligned with FCA or corporate guidelines.
Investor & stakeholder communications
When you’re preparing for growth, investment or M&A, we’ll help you communicate progress clearly and credibly. Our strategies engage investors, employees and partners with confidence.
Click here for more about our investor and stakeholder communications service.
Certified B Corp & responsible growth
We’re a B Corp. That means you can trust we hold ourselves to the same high standards we encourage in clients: transparency, accountability, measurable impact. In a regulated sector like insurance, that matters. It means your PR partner isn’t just saying the right things – we’re proving them.
Five of the Midnight team celebrating its B Corp certification.
How do you choose the right insurance PR agency?
Click here to read our blog.
