As a mutual, The Exeter don’t have shareholders. So instead of paying dividends, they invest their capital in the things that really matter to their customers, i.e. quality of service, quality of the products, claims experience, and keeping premiums affordable.

This led us to the observation that the needs of customers and advisers’ simply matter more to the Exeter and the positioning ‘YOU MATTER MORE’ was born.

We then set about developing an ownable visual language that reinforced this customer-centric thought.

The project culminated in the design and launch of a new customer and adviser facing website, supported by an entire suite of product literature.


The choice problem.

BNP Paribas Asset Management

The customer centric problem.