Delivering the best performance Markel Direct have ever seen

Client: Markel Direct

Markel Direct, a specialist insurance brand, approached Brave Bison to grow their UK direct channel, increase market share, and scale their business rapidly. The objective was to review their paid search accounts, understand the market potential, and identify areas to increase revenue across professional indemnity, public liability, and business insurance offerings.

The challenge was immense competition from aggregators and rivals selling similar products, driving high CPCs and diluting CTR at the bottom of the funnel. Additionally, finding the right audience was difficult as Markel's audience doesn't know they need the product until they have to purchase it for compliance and protection. Despite being a B2B product, their audience operates like a B2C audience, adding complexity. While the partnership was new, Markel had bold ambitions, tasking Brave Bison to improve ROI by 37% and revenue by 70% YoY across paid search channels, taking them from six to seven-figure revenue. Brave Bison had to identify if Markel's media spend allocation across channels was optimal or if they should invest in other channels.