Developing communities for a peer to peer insurance trial
Guevara is a new digital startup that is changing the way insurance works. Using a peer-to-peer model, they provide an online platform that allows users to pool their premiums as a group.
With Brighton’s rapidly expanding tech scene (highest density of digital companies in the UK), and strong support for startup businesses (the highest number of startups per capita outside of London), Guevara identified the city as the ideal trial location. In Summer 2015, Guevara’s team of co-founders set up a base in Brighton to undergo an initial phase of customer research and testing.
From June to September 2015 Fugu worked closely with Guevara to help generate awareness of the new startup amongst potential customer communities and build their connections in Brighton’s vibrant tech community.
Fugu generated awareness with news and feature coverage in the local press, and built business connections with a programme of speaker opportunities for Guevara’s spokespeople at relevant business networking events.
The Guevara business model is grounded firmly in the trust economy, and this means engaging customers who are part of community or group. With strong ties to the Brighton business and cultural scene, a big part of the project involved introducing potential communities to the new platform. This was done with a series of targeted awareness-building events, for communities including the Brighton sea swimmers and the Brighton Maker Club. These introductions were also later used to develop marketing case studies.
The campaign helped to generate awareness of Guevara’s move to Brighton, publicity for their target customer communities, as well as develop greater understanding of the new startup and its broader place in the p2p sharing economy.