Open GI is a leading technology provider for the general insurance industry in the UK and Ireland. They provide the software that allows brokers and insurers to manage policies, calculate premiums and handle customer data. Open GI started working with Hallam in 2025 on a Brand Strategy project. Here we chat to Helen Andrews, Open GI’s Head of Marketing, to discuss the work.
The challenge
Before we started working together, where did Open GI feel it was struggling to articulate itself?
The project with Hallam was born out of a strategic piece of work from Open Gi’s founders, who had deployed market research across the entire organisation. One of the actions from that was that our brand story wasn’t strong enough; we needed to cut through the noise and differentiate ourselves. We had a good story, but it needed a lot more fine-tuning, and we decided to bring in Hallam’s external help for that ‘outside-in’ approach.
What were the internal conversations around brand and positioning like before the project began?
Internally, everyone had their own narrative, and that inconsistency was tripping us up, especially when looking at brokers vs. insurers in a highly competitive market. We needed consistency across the business which was lacking before Hallam came on board.
The approach
What was your experience of how Mark (Hallam’s Head of Brand & Strategy) approached the strategic work and got under the skin of your business?
Mark is a really intellectual guy. He’s a great storyteller, and I love how he’d take our complex world and turn it into something memorable. He has a knack for doing that. Mark was in my corner, and he helped me influence the business to understand that brand wasn’t just about the logo. He helped us shift the narrative.
Strategy can often feel abstract. Was there a moment in the process where something clicked?
When Mark did his first playback, which was a really big document, he pulled out our ‘position on a page’ and it was a defining moment for me. We’ve been able to break that down for brokers and insurers and you can see the differentiation between us and our competitors now, and people in the business get it.
How did the team handle the internal personalities at Open GI?
Mark dealt with an array of personalities and people with ease. It was great to talk honestly and work with a fellow marketeer who ‘got it’. I also have a huge amount of respect for the project management team organising the entire project with multiple stakeholders so well.
The results
We evolved the Open GI brand alongside the messaging. What were your impressions of the creative direction?
We were presented with two concepts: ‘Broker Better’ and ‘Unlevel the Playing Field’. They were great creatives and they were disruptive in the insurance space, so they took more time to land as we are an organisation that has typically played it safe. We ultimately went down the more ‘unsafe’ version to cut through the noise.
If you were recommending a strategy project to another business leader, what would you tell them to expect?
I wouldn’t hesitate to recommend Hallam to any other brand for this project. You would expect authentic collaboration. You will be tested to think differently, but in a good way, because the output is of a premium standard.
Looking ahead
What are you most excited about building on now that you have this foundation in place?
I’m looking forward to the biggest exhibition in the industry, BIBA, where we are unveiling the messaging and the striking warm gradients Chris designed on our stand. I’ve seen the concepts and they look fantastic. From the feedback we got through the UX research Katherine did, it’s exactly what our customers want to see. They want to see us as premium because we have a premium story to tell.
Are you a B2B brand looking to cut through the noise in an industry that plays it safe? Get in touch with us today to explore your creative and brand strategy.
“I wouldn’t hesitate to recommend Hallam to any other brand for this project. You would expect authentic collaboration. You will be tested to think differently, but in a good way, because the output is of a premium standard.”
Helen Andrews, Head of Marketing at Open GI
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