Making life easier for a life insurance software company
For those in the insurance industry success depends on being able to adapt and respond to situations rapidly – which is difficult when your business depends on a combination of legacy systems and Excel spreadsheets. Axe Group’s modular insurance solution offers unparalleled flexibility and agility and yet, while underpinning some of the best-known global brands, was still an industry secret.


133% increase in website traffic (2019-2022)
37.5% increase time on site
37% follower growth YoY
Ave paid CTR 1.47%


As much as our audience of COOs and other non-technical business leaders may be ready to embrace change, change is also being thrust upon them. They are the ones being asked to take charge around digital transformation. A difficult ask if you lack an IT background, when making the right IT calls is now an imperative to achieving business priorities.

Idea: Outcomes, not just tech.

A comprehensive program of long and short form content through both owned and paid channels has supported Axe Group’s efforts to start conversations around business outcomes rather than widgets, opening doors both in Australia and in the US.

A new face for sales

Gone is the heavy sales deck, densely laden with worthy, technical information. Instead for insurers facing a world of change we focus on storytelling, showing how Axe can make making the impossible possible enabling them to rapidly innovate and capture new markets.

Proving B2B content doesn’t have to be boring

Promotional social media post after promotional social media post will tick the boxes of activity, sure. But working with a company that takes such pride in living its values - a 50/50 gender split, 100% remote working and prioritising product improvement over short-term profit – means we could take a different approach to social media, mixing up behind the scenes, culture snapshots and educational continent for a step change in engagement.

What we did for Axe Group

Brand positioning, Content strategy and creation, Sales collateral, B2B social media, Digital advertising, Culture strategy, UX design, Video production

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