Reinventing worker <br>comp for small business

A mobile-first brand launch made for small business

Customer Experience Strategy

Brand + Creative Strategy

Consumer Research Insights

Experience Design (UX/UI)

Media Planning

PR & CRM Enablement

Partnership

After launching in 2019, Cerity needed to <br>gain credibility in the workers’ comp market. <br>IMM built a mobile-first brand and GTM plan <br>to reach small businesses—without agents.

Work

IMM began research with small-biz owner interviews to uncover their drivers, fears, and decision triggers to shape personas and map the digital journey.

From exhaustive competitive analysis, we extracted core brand elements and built a new visual identity, messaging framework, and creative guidelines to position Cerity as a trusted partner to small business owners everywhere.

Then, we orchestrated an integrated launch, mixing PR, CRM, social and paid media, with fast-follow efforts to scale small-biz awareness and drive site traffic.

Outcomes

IMM’s launch delivered immediate results: Cerity’s site saw 30k+ qualified visitors over a 2.5‑month period, generating 500 insurance quote requests and validating demand for an agentless model.

The brand was featured by Small Biz Daily and NASDAQ, expanding into six new industries after establishing the credibility to enable rapid growth.

30k

new website visitors

500

quotes in 2.5 months

new markets captured

3 min

insurance quote flow

Define

We merged quantitative market trends with customer interviews for actionable personas that highlighted the emotional and functional  needs of small biz buyers in the gig economy.

Customer journey mapping revealed key moments to build trust and inform the mobile-first flows, clear product language, and rapid quote paths that formed the foundation of our go-to-market playbook.

Design

Using research-derived pillars, we developed Cerity’s brand platform and visual identity plus detailed creative guidelines to ensure messaging consistency across every channel.

Native content was created to earn attention—prioritizing helpful, educational assets that positioned Cerity as a credible, customer-first voice in the insurance category.

Deploy

Our integrated media approach blended PR, CRM, organic social, and paid media. We capitalized on early editorial interest and quickly scaled paid channels to expand reach among small-business audiences.

Close collaboration with Cerity’s internal UX and development teams enabled handoff and adoption—allowing the brand to own and operate the experience post-launch.