Insurance company spinoff naming

Background & Challenge

Group 1001 (formerly Delaware Life) needed help naming its innovative insurance spinoff, which offers ordinary folks a streamlined path to financial security through annuities and other insurance products. The online process, terms, and entire experience are designed to be straightforward and empowering for customers, a self-managed path to abundance and a bright future.

Naming the Brand

As the name of an insurance company, the new name needed to feel reliable and inspire confidence yet also be inviting and friendly to connect with its target audience—risk-averse people with limited experience in investment and financial planning. Gainbridge instantly communicates connecting with financial gain. Its recall of Cambridge signals trusted institution, while its use of simple English word parts gives a friendly, contemporary vibe.

Outcome

The company launched in 2018. As an Indianapolis native, it proudly became the presenting sponsor for the Indianapolis 500 the next year. In 2021, it became the name sponsor for the home of the Indiana Pacers, Gainbridge Fieldhouse. As part of its mission, Gainbridge’s parent, Group 1001, invests in strategic partnerships to connect with and transform communities through education and sports. As of 2024, it manages more than $60B in combined assets.