Brand Transformation

When Blue Sky Reinsurance Advisory came to us, it was a small life-insurance underwriting business that was capitalizing on the five-to-ten percent of business known as impaired life that was traditionally left on the table. Using data-driven solutions rather than just selling products, Blue Sky was ready to go big and disrupt the market and needed a marketing partner to help drive change.

What the company wanted to do was so audacious and game changing we started from scratch. We renamed the company Fortamus to reflect its unique position and superior technology as well as the power it offered the institutional player and independent life brokers to cover the impaired life policies they had been letting get away. The new tagline, “The Power to Say Yes,” told the rest of the story.

We formulated a powerful new brand message and used it to develop a brand guide and roadmap that reflected the company’s disruptive spirit. We then created every conceivable marketing tool needed to launch including the new Fortamus brand – logo, website and sales materials. FLETCH recently helped Fortamus become a 2018 Accelerate Company in the Advanced Technology Development Center at Georgia Tech and is now working to fundamentally change the way financial advisors sell life insurance.


“FLETCH has given us a firm marketing foundation that keeps us from reinventing the wheel with every project.”

John Head
FORTAMUS Insurance Services

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