Next-generation SMB insurance solutions

Insurtech company rebrand

Commercial Insurance.Net (CINET) began when the internet was young and shopping for insurance online was new. However, its business model pivoted several years ago to lead generation and became on of the industry’s best lead generators for small and medium businesses. The company envisions becoming the resource for insurance, loans, payroll services and more for small and medium businesses, especially those with unique needs who aren’t being served by more traditional companies. CINET engaged Catchword to rebrand the business, including positioning, name, and visual identity.

CINET had long been known as the company who had the expertise and connections to say “yes” when competitors would not or could not. “Yes” leads to success, an idea that became the foundation for the positioning we developed: Success as a Service.

We explored this idea extensively during name development. Because the company helps customers build success actively, creatively, adaptively, positively, and effectively, of more than 2,000 names, Tivly became the clear choice. A short, fun, and memorable invented name derived from the word positively, Tivly speaks directly to the client’s ability to say yes to customers. The name projects the brand’s friendly personality, while its brevity expresses modern efficiency.

For visual identity design, we considered more than a dozen concepts, including some that gave a nod to the CINET brand, but determined that a complete break from the past would best serve the new brand. The logo combines a clean, modern typeface with a simple symbol that communicates connection—Tivly’s ability to be a conduit between customers and service providers. The dominant color is a calm, confident indigo.

Tivly (formerly Commercial Insurance.Net)
Tivly (formerly Commercial Insurance.Net)
Finance & Professional
Brand Positioning
Company Naming
Visual Identity
Catchword - Brand Positioning, Company Naming, and Visual Identity Design for Tivly SMB Insurance

Weaving it all together

Positivly WONDERFUL 

Tivly launched the new brand in 2022 following $26m in financing. CEO Mark McClure explained, “The new branding reflects our culture as ‘yaysayers’, signifying to insurance partners and customers that we are committed to understanding their businesses and goals and making high-value, mutually beneficial connections.”

“The deliverables often include presentations that do a fantastic job of summarizing the topic(s) covered. There is clearly a lot of branding expertise and processes that have been fully optimized through experience. They were pros!”

General Manager | Tivly

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