Artificial, a provider of digital broking and underwriting technology for the specialty and commercial insurance markets, has unveiled a new brand identity following a year of business expansion. The launch comes after Artificial raised $45 mn in Series B funding, entered the U.S. and German markets.
The new identity centres on The Power Between, which describes Artificial’s position between the people, systems and insurance capacity involved in specialty insurance.
The company said its technology is designed to support brokers and underwriters rather than replace the relationships, specialist knowledge and underwriting discipline involved in specialty risks. Artificial focuses on reducing operational work around underwriting and placement, where manual processes and disconnected systems often slow transactions.
Clients aren’t asking for additional technology without a clear operational purpose, according to Johnny Bridges, co-founder and co-CEO of Artificial Labs.
What we’re hearing from clients is that they don’t need more technology for technology’s sake. They want a long-term partner to help them solve the operational challenges getting in the way of growth.
Johnny Bridges, co-founder and co-CEO of Artificial Labs
He added that Artificial’s role has expanded as brokers and underwriters look for faster ways to work together and deploy capacity. “The Power Between reflects what Artificial has become and where we’re going next,” Bridges said.
Artificial updates brand after growth in London, Europe and U.S. The rebrand follows a period of expansion across underwriting and placement workflows in the London, European and U.S. insurance markets.
Artificial said its previous positioning no longer accurately described the scope of the business. The updated brand is intended to give brokers, underwriters and other insurance clients a clearer description of where its technology sits within specialty distribution.
The way we talked about ourselves hadn’t kept pace with what the business actually does. The Power Between puts more emphasis on the connections between insurance professionals, technology and capacity.
Anna Hawkins, head of marketing at Artificial
Artificial develops digital infrastructure used across broking and underwriting processes, with its software supporting interactions between brokers, underwriters and capacity providers.
The new identity follows the company’s move into additional international markets and its latest funding round, as Artificial expands beyond its original London market presence into a broader specialty and commercial insurance client base.
