2023-2025
Cover Whale
Brand Strategy
Digital Campaign
Intro
$36.9M in New Premium. One No Brainer Idea.
Cover Whale is a fast-rising insurtech startup specializing in commercial truck insurance. They combine lower premiums with real-time driver coaching to improve safety, powered by AI-driven telematics. To successfully launch a new player in the insurance space, I developed a brand strategy that could both build awareness and hit aggressive revenue goals: $30 million in new premium in six months.
Finding What Moves the Market
Because commercial trucking insurance can only be purchased through broker agents, I knew we needed a complete messaging and campaign overhaul. One that delivered on two fronts:
Attract commercial insurance agents
Connect directly with the truck drivers behind the wheel
Before crafting the campaign, we needed to uncover what truly motivated each audience. I ran A/B tests around three main themes: price, safety, and speed to bind (how quickly agents could close business).
The results were clear. 87% of agents responded to one thing: speed. Not price. Not safety. Just speed. I now could double down on that insight, build the messaging around it, and watch the ROI and onboarding of agents and premium start to climb.
The Results
No one was truly advocating for truckers.
Most accidents weren’t even their fault and studies showed the problem was often careless motorists. That insight flipped the narrative. The “No Brainer” campaign was born, and perfectly positioned Cover Whale as the brand that had truckers’ backs, arming them with tech and data to protect themselves on the road, while giving agents the speed and simplicity they wanted.
Results:
Onboarded 814 new agents
Generated $36.9 million in new premium
Achieved a 3,710% ROI on the campaign
Sometimes the smartest ideas really are the simplest.
Advocating for Health
Drivers have a long road ahead, and driving 80,000lb trucks and not being alert is important for everyone. Having a place to shower, a parking lot to rest, and a place to get some much-needed exercise while on the road is a good thing. That's why we started the "Get Truckin' Fit" initiative. Another advocacy and cross-promotional campaign that provides truckers with 24/7 access to better health when on the road.
More Works
RemBrandit®
2026
FAQ
01
What does working together look like?
02
How do you price projects?
03
Do you take one-off projects or ongoing work?
04
What results can I expect?
05
What do you need from me to get started?
06
What can you take on?
07
Can you work with my in-house team or agency?
2023-2025
Cover Whale
Brand Strategy
Digital Campaign
Intro
$36.9M in New Premium. One No Brainer Idea.
Cover Whale is a fast-rising insurtech startup specializing in commercial truck insurance. They combine lower premiums with real-time driver coaching to improve safety, powered by AI-driven telematics. To successfully launch a new player in the insurance space, I developed a brand strategy that could both build awareness and hit aggressive revenue goals: $30 million in new premium in six months.
Finding What Moves the Market
Because commercial trucking insurance can only be purchased through broker agents, I knew we needed a complete messaging and campaign overhaul. One that delivered on two fronts:
Attract commercial insurance agents
Connect directly with the truck drivers behind the wheel
Before crafting the campaign, we needed to uncover what truly motivated each audience. I ran A/B tests around three main themes: price, safety, and speed to bind (how quickly agents could close business).
The results were clear. 87% of agents responded to one thing: speed. Not price. Not safety. Just speed. I now could double down on that insight, build the messaging around it, and watch the ROI and onboarding of agents and premium start to climb.
The Results
No one was truly advocating for truckers.
Most accidents weren’t even their fault and studies showed the problem was often careless motorists. That insight flipped the narrative. The “No Brainer” campaign was born, and perfectly positioned Cover Whale as the brand that had truckers’ backs, arming them with tech and data to protect themselves on the road, while giving agents the speed and simplicity they wanted.
Results:
Onboarded 814 new agents
Generated $36.9 million in new premium
Achieved a 3,710% ROI on the campaign
Sometimes the smartest ideas really are the simplest.
Advocating for Health
Drivers have a long road ahead, and driving 80,000lb trucks and not being alert is important for everyone. Having a place to shower, a parking lot to rest, and a place to get some much-needed exercise while on the road is a good thing. That's why we started the "Get Truckin' Fit" initiative. Another advocacy and cross-promotional campaign that provides truckers with 24/7 access to better health when on the road.
More Works
RemBrandit®
2026
FAQ
01
What does working together look like?
02
How do you price projects?
03
Do you take one-off projects or ongoing work?
04
What results can I expect?
05
What do you need from me to get started?
06
What can you take on?
07
Can you work with my in-house team or agency?
2023-2025
Cover Whale
Brand Strategy
Digital Campaign
Intro
$36.9M in New Premium. One No Brainer Idea.
Cover Whale is a fast-rising insurtech startup specializing in commercial truck insurance. They combine lower premiums with real-time driver coaching to improve safety, powered by AI-driven telematics. To successfully launch a new player in the insurance space, I developed a brand strategy that could both build awareness and hit aggressive revenue goals: $30 million in new premium in six months.
Finding What Moves the Market
Because commercial trucking insurance can only be purchased through broker agents, I knew we needed a complete messaging and campaign overhaul. One that delivered on two fronts:
Attract commercial insurance agents
Connect directly with the truck drivers behind the wheel
Before crafting the campaign, we needed to uncover what truly motivated each audience. I ran A/B tests around three main themes: price, safety, and speed to bind (how quickly agents could close business).
The results were clear. 87% of agents responded to one thing: speed. Not price. Not safety. Just speed. I now could double down on that insight, build the messaging around it, and watch the ROI and onboarding of agents and premium start to climb.
The Results
No one was truly advocating for truckers.
Most accidents weren’t even their fault and studies showed the problem was often careless motorists. That insight flipped the narrative. The “No Brainer” campaign was born, and perfectly positioned Cover Whale as the brand that had truckers’ backs, arming them with tech and data to protect themselves on the road, while giving agents the speed and simplicity they wanted.
Results:
Onboarded 814 new agents
Generated $36.9 million in new premium
Achieved a 3,710% ROI on the campaign
Sometimes the smartest ideas really are the simplest.
Advocating for Health
Drivers have a long road ahead, and driving 80,000lb trucks and not being alert is important for everyone. Having a place to shower, a parking lot to rest, and a place to get some much-needed exercise while on the road is a good thing. That's why we started the "Get Truckin' Fit" initiative. Another advocacy and cross-promotional campaign that provides truckers with 24/7 access to better health when on the road.
More Works
2026
FAQ
What does working together look like?
How do you price projects?
Do you take one-off projects or ongoing work?
What results can I expect?
What do you need from me to get started?
What can you take on?
Can you work with my in-house team or agency?