A Modern Take on Small Business Insurance


The innovation team at Employers — a 100+ year-old small business insurer — came to us with a clear mandate: develop an entirely new company name for an innovative D2C, digital-first, small business insurance platform. And do it in half the time normally needed.

So we did it!

As a small business, we already knew how SMB owners today view insurance. We quickly focused on what matters most, and what this new company helps solve: keeping the experience simple and speedy while having customers' backs.

After an extensive (and accelerated!) exploration, we landed on Cerity. Clipped from “sincerity,” the name is a simple yet elegant nod to the very heart of what insurance is all about. Honest, easy relationships built on trust.

Client: Employers, Cerity


Hudson Woods:
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Case Study