Turning Partners Assurances and NELB into a leading player in the Belgian insurance market could only be achieved through a clear repositioning and the creation of a new brand. ACM Insurance has now set its sights on conquering the Belgian market. With one goal in mind: to create a unique, truly omnichannel customer relationship and experience.
The aim was to develop a new, unifying brand as part of European bancassurance group Crédit Mutuel Alliance Fédérale, while capitalising on the existing identity of its sister company Beobank.
It quickly became clear that the most effective way to develop a leader in the Belgian insurance landscape was to create a new brand. Building on the foundations of the Groupe des Assurances du Crédit Mutuel, a longstanding player in the French insurance market, ACM Insurance promotes a fair and equitable vision of insurance for anyone wishing to protect and future-proof their lives. Distributed through the Beobank branch network, ACM Insurance is also accessible through its own digital and physical sales channels.
Simple and effective!
With many new brands now emerging in this field, the decision was made to embrace the simplicity of the parent company's acronym: ACM for Assurances du Crédit Mutuel. Choosing a name with no language barrier means that ACM Insurance can quickly establish itself as a national player on the Belgian market.
A clear link to ensure continuity
One of the challenges of this process was ensuring continuity between the distribution of insurance products via the Beobank banking channel and the ongoing management by ACM Insurance teams. Clearly, the best way to achieve this was to develop a visual identity based on Beobank's existing branding, with a fresh new twist, to give ACM Insurance its own identity.
An omni-channel insurer
While physical distribution is currently handled mainly by Beobank branches, the direct channel has not been overlooked. A new, dedicated website has been designed to help customers prepare quotes and manage their portfolios. As for the Partners branch network, it will undergo a major overhaul to become a series of dedicated advice areas, where ACM Insurance advisers can provide their customers with the best possible support. With one primary focus: to protect them from the risks of the present and help them build a secure future.