The Horton Group

Challenge

Transactional and technical. That’s how many would describe their insurance broker experience. However, The Horton Group is different. For more than 40 years, this family-founded, employee-owned brokerage has remained committed to bringing unconventional compassion and solutions to coverage by building genuine relationships.

Opportunity

The Horton Group defies the cold and calculating culture many associate with insurance brokers. However, its genuine, people-first approach wasn’t reflected in its brand. And while initial strategy work was conducted by another outside consultant, it was incomplete and lacked a clear way to translate it into action.

Outcome

First, we spoke with both employees and clients to untangle the nuances of how relationships lead to more fulfilling, long-term growth for all. Along with this qualitative research, we studied the competitive landscape to find an equally unique, energized, confident and real place for Horton to live. Modernized with a newly elevated brand, Horton group was acquired by Marsh McLennan, the world’s leading insurance broker, for an undisclosed amount.