At Protectivity, our commitment to delivering simplicity and exceptional customer service remains stronger than ever. For over a decade, we’ve been dedicated to making the process of purchasing insurance online easy and affordable for small business owners, event organisers, and landlords. Now, we’re excited to announce a significant milestone in our journey: the launch of our new visual identity and a revamped website, designed to provide a better experience for our customers, new and old.
Why the change?
Since our inception as Dare Direct in 2007, and our rebrand to Protectivity in 2012, we’ve evolved to become a trusted provider of niche insurance solutions. Initially focusing on sports coaches and personal trainers, we have expanded our offerings to include sectors like leisure, wellbeing, craft production, event organisation, and the trades industry. As we’ve grown, so too has our understanding of what our customers need. Our refreshed brand reflects this improved understanding, highlighting how we’ve got here today as well as where we’re heading.
While our previous branding had become familiar to thousands of loyal customers, we felt it was time for a change that would better represent our current values and future ambitions. This rebrand goes beyond aesthetics—it embodies our core values of trust, transparency, and customer care, ensuring we continue to meet and exceed expectations.
Supporting our next phase of growth
In recent years, Protectivity has experienced significant growth, and our new brand identity and website position us to continue that trajectory. With a broader product range and an expanding customer base across various niche sectors, we’re excited to further develop our insurance offerings and continue serving SMEs, sole traders, and other service providers.
Protectivity’s mission is and always will be to empower our customers, keep the process simple and protect what matters most to you. This rebrand is a natural next step in preparation for our next phase of growth.
We look forward to sharing this next chapter of our journey. Visit our new website today to explore the updated look and feel and discover how we’re making insurance easier than ever.
A fresh look, same core values
Our new visual identity introduces a modern logo, an updated colour palette, and refreshed graphics that give our brand a warm, welcoming feel. These changes are designed to evoke a sense of security while maintaining the approachable and customer-first approach you’ve come to expect from us.
As Managing Director Julian Hucks explains, “This fresh new look marks an exciting milestone for Protectivity. Supporting our ambitions for growth, we needed a brand identity that reflects our innovation and expansion while still appealing to our wide-ranging customers. Importantly, it preserves the warm and friendly approach that has existed from the start.”
Introducing our new website
Coinciding with the rebrand is the launch of our brand-new website. Our aim is to make it easier than ever for our customers to purchase the right insurance for their needs, at an affordable price. We’ve streamlined the online process to enhance transparency, clarity, and trust, ensuring that selecting the right insurance is a smooth, hassle-free experience for our customers. Whether you’re searching for liability cover for your small business or rent guarantee as a landlord, our website has been designed to guide customers seamlessly from start to finish.
The new site reinforces our mission of making insurance simple and accessible, with features that allow customers to confidently choose the cover that suits their specific needs.
We look forward to sharing this next chapter of our journey. Visit our new website today to explore the updated look and feel and discover how we’re making insurance easier than ever.
About Protectivity
Protectivity is a specialist in commercial, leisure and lifestyle insurance operating under the corporate brand Starpeak Insurance Solutions. With over 150,000 customers across the UK under the brands Protectivity, SportsCover Direct, and Les Mills Insurance, we are experts in providing niche insurance solutions for SMEs, sole traders, and other service providers.
From Personal Trainer Insurance to Event and Therapy Insurance, we are committed to delivering a seamless, cost-effective insurance experience through our customer-focused technology and outstanding service.
