Insurance Market Zebra chooses Argonaut as creative AOR


The insurance industry is a crowded place, which has made it one of the most creative, with names like Liberty, Geico and Progressive competing for customers in ingenious and humorous ways. The Zebra is looking to jump head first into the fray and elevate its insurance comparison services with the help of its new benchmark agency, Argonaut.

After a pitch that started with 37 agencies, San Francisco-based Argonaut came out on top to develop creative solutions for The Zebra and establish the brand’s growing credibility. The insurance comparison site has seen significant growth and fundraising in recent months. The addition of its new AOR aims to position the company as a leading trusted service in the market.

A period of significant growth

The Zebra is already billing itself as the nation’s largest insurance comparison site – unlike other insurance advertisers, which are carriers – but its recent fundraising efforts see the company launching new product offerings. to gain more market share.

Launched in 2012, The Zebra was formed to simplify the insurance process as a resource and advocate. The company is not funded by any insurer, it serves as a go-between by offering thousands of educational resources to guide and demystify research. The company claims to never spam its customers and doesn’t even take their phone numbers.

Over the past year, The Zebra has seen significant growth, fundraising positioning it to expand its offerings and increase brand awareness, surpassing 1.3 million website visits per month in February 2020.

Last year, the company announced revenue growth and Series C fundraising of $ 38.5 million. The financing was led by Accel and also included Silverton Partners, Daher Capital, Floodgate Fund, Ballast Point Ventures and Weatherford Capital.

“The Zebra started with the idea of ​​making black-and-white insurance purchases, simplifying the process and allowing consumers to really understand their options, see them all in one place and choose the best option for them. themselves. Now, as we grow, we are able to reach more people, as well as advise on individual consumer needs and experiences, ”Zebra CEO Keith Melnick told Adweek.

This fundraiser led the company to seek out creative solutions to get their message across, and Argonaut did the trick.

A competitive pitch

Zebra sent 37 requests for information, and 19 agencies responded to be included in the request for proposal. After narrowing the field to three, Argonaut was ultimately chosen as the AOR.

So many agencies wanted to be a part of the growth of The Zebra because, as Melnick said, “we are focused on growing our brand like never before, and these growth plans will be supported by substantial media investment this year. year. It is an excellent opportunity for a partner agency to be part of a pivotal moment in the history of our company.

Argonaut rose to the top because of the agency’s ability to quickly understand what The Zebra is trying to do with its brand, according to Melnick, as well as “their suggestions on how we can better define and grow our brand. , and the chemistry they had with our whole team. … We are convinced that Argonaut’s team and expertise complement ours.

Hunter Hindman, Founder and Creative Director of Argonaut, added, “From the moment we received the initial inquiry throughout the process, we were inspired by both The Zebra’s vision and the people behind it. Working on a brand with a wonderful mission and remarkable ambitions is one thing, but doing it alongside some really great people made it an opportunity that we couldn’t stop thinking about.



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