Making insurance people-friendly.
About the company
Ingle was a family-owned Toronto-based business (since acquired) specialized in travel and health insurance for Canadians going overseas and foreign visitors traveling to or residing in Canada. Ingle also offers specialized insurance for journalists, aid workers and adventurers who enter high-risk zones, such as battlefields, natural disaster areas and remote regions.
The company was embarking on a new website design, incorporating a simplified online ordering system and asked me to handle copywriting. They wanted a tonality with personality, wit and approachability – in other words, the opposite of most insurance sites.
Ingle being in the travel insurance business to me spelled an opportunity to celebrate the spontaneity, adventure and fun of travel through a product designed to insure that one’s fun suffers a minimum of interruptions. I was quite surprised they let me do what I did. And also that they wanted their new brand voice to carry right through to the product descriptions and fine print. Dream client.
Paul delivered us a new tone and personality. It’s came to us exactly as, and when, he’d promised. We love our website and so do our clients! Thanks, Paul.
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