"CMO talk" with Superscript’s Mai Fenton: How to scale and rebrand an insurtech during a crisis

Updated: Apr 14

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Mai Fenton Superscript

“We have a fantastic culture at Superscript and our people are fundamental to the company’s success. Our rapid scaling will no doubt present challenges in preserving our culture, especially in a remote working environment. Our culture is something I deeply care about and aim to continue to foster as we scale up.” Mai Fenton, CMO at Superscript

In the pilot edition of our new “CMO talk” series, we’re speaking with Mai Fenton, CMO at the London-based insurtech scaleup Superscript. Previously called Digital Risks, the company was co-founded by Cameron Shearer (CEO) and Ben Rose (Chief Underwriting Officer) in 2015. In July this year, Digital Risks became Superscript and went through a complete rebrand, and Mai was at the helm of this strategic initiative.

Mai joined Superscript and the insurtech industry in 2019, after a successful career in the retail, e-commerce and FMCG industries, with more than 20 years of experience in Branding, Digital and Strategic Marketing.

About her move to the insurance technology sector and the challenges of being a CMO of a fast-growing fintech startup, Mai says:

“Moving to the fintech/insurtech world brings a different experience, due to the tight regulations in this space. In insurtech, the supply-chain is rather complex, so all departments need to work in unison throughout to deliver the perfect end product to the customer. Underwriting, product development, pricing, online and quote experience, customer support, marketing communications and so on are tightly knit end to end. This is different from what I’ve experienced in other sectors.”

“Being the CMO of a fast-growth startup couldn’t be more exciting! It’s quite an art of balancing short- and long-term objectives, strategising for the future and concurrently delivering day to day results with operational excellence, while at the same time building teams. The pace of work is incredible, but we have talented, passionate and creative people who believe in our mission and collaborate really well to deliver above and beyond, with agility.”

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The story behind Superscript’s rebranding

Digital Risks was originally established to provide an alternative insurance product for small digital businesses that needed a more cost-effective, flexible and personalised solution. To create modern business insurance for the new digital age.

Fast forward to 2020, the company has extended its initial proposition beyond the digital sector to serve over 1,000 different businesses across a broad range of industries. As Digital Risks entered a new stage of rapid growth, it quickly realised that its brand and identity were falling behind the business’s evolution and needed a refresh.

To assist with the rebranding process, the company appointed the leading branding consultancy Siegel+Gale. After an extensive introductory workshop with Mai and her team, Siegel+Gale kicked off the project with a series of in-depth interviews with both key internal and external stakeholders. The main goals of the interviews were to “get under the skin of the company and its values”, and identify the “connective tissue that ran through both the existing brand and the needs of all future audiences”.

Mai was also adamant about the need to actively involve the company’s founding team in the process to ensure that the new brand sticks to their long-term vision for the business. As well as the need to truly understand the customer target audience so that the new brand purpose can fully resonate with its exact needs and perceptions.

“The objective of the rebrand was to translate our purpose into a new name and new visual and verbal identity that better resonates with all SMEs of all sizes, whatever their goals and regardless of their business type.” said Mai.


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