Case Study
Rewriting Business Insurance with Embroker’s $28M Series B
The Value We Created
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20+
total pieces of media coverage
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5
tier-1 business stories secured
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#1
target publication reached
The Challenge
Embroker takes a unique approach to business insurance, removing unnecessary middlemen to lower costs and simplify processes. Yet, the market had long seen them as just another insurtech and pigeonholed them as startup-focused, even though they also served established tech companies. As they prepared for a funding round, Embroker needed to stand out and use the news as a launchpad to expand beyond startups.
Where CVM Came In
We leveraged Embroker’s $28M Series B funding as a relaunch opportunity, shifting the company’s messaging and market positioning to emphasize its distinct approach to business insurance. By highlighting its innovation rather than similarities to other digital insurers, we elevated Embroker’s visibility beyond its startup audience and positioned it as a leader in the broader insurance and tech market.
Here’s How We Did It
We elevated Embroker’s story to reach new audiences.
Embroker had primarily focused on startup buyers, founders or CEOs, so its value proposition didn’t fully resonate with CFOs and other decision-makers at larger companies. We tailored Embroker’s messaging to these new buyer personas, addressing each decision-maker’s priorities and expanding the funding story beyond the startup audience.
We shifted the focus from Embroker’s features to its impact.
We reframed Embroker’s narrative to focus on customers’ challenges and goals rather than product features. This approach highlighted the specific problems Embroker solves for the companies it serves, creating a more compelling and relatable story for both the press and prospective customers.
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