Insurance PR that strengthens trust and credibility, helping insurers, risk and protection businesses turn complex ideas into clear, evidence-led communications.
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Insurance PR
Getting Results
In the insurance sector, reputation has a direct impact on company growth. The right story builds confidence and trust. The wrong one creates risk.
Midnight is the PR agency for the responsible economy. We work with insurers, brokers and risk intelligence businesses and protection providers to turn complex data, products and expertise into clear, credible stories that land in the right places.
In a sector where trust is everything and scrutiny is constant, the businesses that shape the conversation are the ones that win. We make sure that’s you – not your competitors.
We help you maximise the impact of your people’s expertise – extending your PR activity through by-lined articles, whitepapers, research reports, speaking opportunities and social media. While your competitors are still catching up, your leadership team and subject matter experts are setting the agenda.
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 deliver insurance PR that earns trust and drives measurable results. Our campaigns combine PR strategy and communications, thought leadership and digital PR to turn complex insurance, risk and protection stories into clear, media-ready narratives.
You can expect consistent high-quality coverage, stronger brand positioning, increased share of voice against competitors and improved visibility across search, AI platforms and industry conversations.
What is insurance PR?
Insurance PR is about strengthening authority in a regulated, high-stakes environment. It connects your expertise, insight and leadership with the audiences that matter, from clients and prospects, your people and stakeholders like regulators, investors and partners.
At Midnight, we focus on clarity and proof. Every story is grounded in evidence and shaped to resonate with journalists and stakeholders, ensuring your communications are credible, compliant and commercially effective.
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 it’s for
Who we work with:
- Insurtech and cyber risk platforms
- Risk intelligence and analytics businesses
- Insurance brokers and providers
- Protection providers, cash plan and friendly society businesses
- Friendly societies and mutual organisations
- Employee benefits and wellbeing providers
- Senior leaders building influence and visibility
Results you can expect
- Coverage in key insurance titles, sector, national and business media
- Stronger brand positioning and clearer messaging
- Increased share of voice in competitive markets
- More brand mentions and improved visibility in search and AI results
- Thought leadership that supports sales, marketing and investor conversations
- Reporting that links PR activity to business outcomes
Get in touch
How we work (our process)
Our approach combines strategy, execution and continuous improvement:
- Discover
We get to know your business, uncovering insight and stories that will strengthen credibility. Through workshops and stakeholder mapping, we analyse your priorities, challenges and the stories worth telling. - Define
We create a clear PR strategy, connecting your purpose and expertise with the audiences that matter. This includes key messages, story angles and a focused media plan aligned to your commercial goals. - Deliver
We put the strategy into action. From media relations and thought leadership to digital PR and content, we deliver campaigns that earn attention and build credibility.
We position your spokespeople through senior leadership profiling and ongoing commentary, so your business brand becomes a go-to voice. - Reflect
We track results through PR measurement and evaluation, refining campaigns to strengthen impact over time.
Supporting services include social media, PR training and investor and stakeholder communications, ensuring your communications are consistent across every channel.
Guarantee: Every insurance client benefits from senior strategic involvement from day one, ensuring clarity, compliance and lasting impact.
Case studies
Howden – Building thought leadership and market authority
Howden has trusted us for 13 years – through multiple acquisitions and a period of remarkable growth that has transformed the business.
Having supported their content and thought leadership programme across multiple specialist insurance areas, from cyber risk to employee benefits, we’re now extending that work into a PR campaign, positioning their experts at the centre of key industry conversations.
Result: A relationship built on consistent delivery, adaptability and deep sector knowledge, now expanding to strengthen Howden’s media presence and share of voice across key sector media.
Read the full Howden case study
Arch Insurance – Positioning a specialist insurer through insight-driven PR
For Arch Insurance we delivered an insight-led PR programme to raise profile during a period of strategic growth. We combined proactive storytelling with reactive media commentary, ensuring their experts were visible at key moments across the insurance news agenda.
Result: Consistent coverage in top-tier insurance and business media and a programme held up as best practice by Arch’s US teams, a mark of the quality and strategic thinking behind the work.
”“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
Recent work and momentum
Insurance is where our momentum is strongest right now, and the breadth of our client work reflects that.
We’ve been appointed by Surewise, an ethical insurer focused on protecting vulnerable customers, alongside insurtech business KYND and Health Shield Friendly Society. We’re also supporting a major pet insurance provider with its corporate communications programme.
For KYND, we’ve built a sustained PR campaign that positions the business as a leading voice in cyber risk and underwriting innovation, with coverage across international insurance, fintech and technology media.
Our work with BCIS demonstrates how we turn proprietary data into media influence, strengthened its positioning as a trusted data provider to the insurance sector. Working closely with key spokespeople to develop thought leadership content, we’ve secured impactful media coverage in titles such as Insurance Post, Insurance Edge and Insurance Business.
In a sector where credibility is paramount, our clients are the go-to experts that journalists call first.
FAQs
How quickly will we see results?
Early coverage can land within weeks. Consistent visibility and share of voice (visibility against competitors) typically build over three to six months.
Do you guarantee coverage?
No. We earn coverage by creating stories that journalists want to run, securing placements in relevant, trusted titles.
How do you measure success?
We align KPIs to your business goals, including coverage quality, share of voice, search visibility and impact on growth.
Do you understand complex insurance topics?
Yes. We translate technical subjects into clear, accurate stories that resonate with media and stakeholders.
What do you need from us?
Access to your experts, data and priorities. We handle strategy, content and delivery.
Our insurance PR services
PR
We deliver PR campaigns that turn complex insurance topics into clear, credible stories that stand up to scrutiny. From claims data to regulatory change, we help you communicate with accuracy and authority, so your brand is trusted by clients, partners and the media.
Thought leadership
We position your senior team as credible voices on the issues shaping insurance, from risk and underwriting to regulation, sustainability and climate risk and innovation. Our approach combines expert commentary, data and insight to ensure your voice is both visible and trusted.
Digital PR
We connect your stories with the audiences that matter online. By securing coverage in high-authority media and earning quality brand mentions, we strengthen your visibility across search and AI platforms, supporting both reputation and discoverability.
Press office & media relations
We manage your press office with speed and precision. From reactive commentary to proactive storytelling, we ensure your brand is represented clearly and consistently across the media landscape.
Click here for more about our press office and media relations service.
Measurement and evaluation
We track performance against what matters to your business, from coverage quality and visibility to message pull-through and impact on growth. Our reporting is clear, focused and commercially relevant.
Click here for more about our PR measurement and evaluation service.
Media & key message training
We prepare your spokespeople to communicate with clarity and confidence. Our tailored training ensures your messaging is consistent, compliant and ready for media scrutiny.
Social media
We use social to extend the reach of your PR activity and reinforce your messaging. From leadership profiling to campaign content, we help your team show up consistently and credibly.
Copywriting and content
We turn technical detail into clear, engaging content. From reports and insight articles to website copy and award entries, we ensure your communications are accurate, consistent and easy to understand.
Click here for more about our copywriting and content marketing service.
Investor & stakeholder communications
For businesses navigating growth, investment or change, we help you communicate progress clearly and credibly.
Click here for more about our investor and stakeholder communications service.
Certified B Corp
As a certified B Corp PR agency, we hold ourselves to the same standards we help our clients communicate. In a sector built on trust, that matters.
If you’re ready to strengthen your reputation with clarity and credibility, get in touch
Five of the Midnight team celebrating its B Corp certification.
Midnight insights
Explore our thinking on PR in insurance and risk:
