LifeQuote Website Rebrand


LifeQuote is a fintech offering a unique combo of technology and support services to make it easier for mortgage advisers to deliver protection advice to their clients. But the USPs and benefits of the unique offering weren’t reflected in their previous brand and website.

Moreish Approach

Timings and budget were tight so we embarked on a fast-tracked journey of discovery and alignment with the management team – via a one-day proposition workshop.

The key insight from the session was that no other provider helped advisers with the end-to-end protection sales journey. Providing both the technology to help them deliver the right advice, and the administrative support to take away the pain of the application.

This meant LifeQuote could help them grow their business by reducing the time, hassle and risk involved in selling protection.

This lead us neatly into the developing a lead brand message of ‘Accelerating your protection sales journey’ which we brought to life with a new brand logo and identity that depicts movement, speed and acceleration – positioning LifeQuote as a modern Fintech in the market

We rolled this brand across a new SEO-optimised website with engaging visuals, iconography and clear navigation to bring out the key service offerings of LifeQuote – enhancing the whole adviser experience and generating leads with data capture plugged in throughout the website.

We also helped them redefine their whole business purpose into something really powerful and emotive that the whole business could get behind: ‘Taking away the barriers to protection advice’.


Having just recently launched, the new website has had great feedback on its new look, and easy-to-use navigation. The rebrand has experienced excellent market awareness, following features in trade press, and is already seeing strong results, with a number of quality leads delivered.

Client testimonial:

“LifeQuote has long been a hidden gem within the protection industry, providing financial advisers with support services to help them remove the barriers to protection advice. Awareness of the proposition was low, although advocacy was high for the relatively small number of advisers who use our services to bolster their advice process.

In January 2022, Moreish were briefed to help us deliver a fresh new brand and website, with the overarching objective of raising market awareness to create brand preference and grow our footprint.

We kicked off the project with an internal immersion session and Moreish quickly got under the bonnet of the proposition. Historically, our messaging hierarchy was overly complicated, which diluted our value proposition and how our core audience viewed us.

Following the immersion session, Moreish helped us shape our new value proposition, which was delivered (and signed off) by our Board in record time.

Moreish also helped us design and deliver our new website, which included a major rebrand – despite a tight budget and short lead time.

Moreish really do get financial advisers and the challenges they face, which helped us deliver a cutting-edge corporate identity.

Moreish understood what we wanted to achieve with our new website. And delivered.

We’ve had some amazing feedback from advisers and insurers, commenting on how forward-thinking our new brand is. And how easy and intuitive it is to use our new website. The rebrand featured in the trade press, which has helped accelerate our brand over and above our activation marketing. We are already seeing the benefits, with a number of quality leads delivered as a result.

I have worked with several agencies over the years, but no one comes close to Simon and the team. They are so easy to work with and really do understand our market. I wouldn’t think twice about recommending them. In fact, I wouldn’t go anywhere else!”

Lauren Wallace, Marketing Manager