Policy Expert taps Stagwell agencies for UK media and brand strategy

UK insurance company Policy Expert has appointed Goodstuff and Forsman & Bodenfors, both part of the Stagwell network, to lead its media planning, buying, and brand development across the UK. The move follows a strong year for the insurer, which grew its customer base to 1.6 million policyholders, launched its pet insurance offering, and increased revenue by 36 percent.

With the appointment, Policy Expert begins its next phase of expansion, aiming to build on its position as one of the UK’s fastest-growing personal lines insurers in home, motor and pet insurance.

Integrated partnership to unite media and creativity

Forsman & Bodenfors will lead brand development, while Goodstuff will oversee media strategy and buying. Policy Expert selected the agencies for their integrated approach, uniting brand storytelling with media performance to strengthen both awareness and commercial outcomes.

Work is already underway ahead of a new brand platform set to launch in 2026, with both agencies collaborating on insight-driven campaigns designed to position Policy Expert as one of the UK’s most distinctive and trusted insurance brands.

Building momentum through collaboration

Nicki Charles, Chief Customer and Commercial Officer at Policy Expert: “We are thrilled to be partnering with Goodstuff and Forsman & Bodenfors. Their collaborative and creative approach make them a great fit for us. As experts who like to get things done, we need partners who can match our ambition and help us unlock the next phase of growth.”

Genevieve Tompkins, CEO of Goodstuff: “We’re thrilled to partner with Policy Expert on this next stage of growth. Working alongside Forsman & Bodenfors within the Stagwell family allows us to deliver truly integrated creative and media solutions, unlocking greater impact for the brand through seamless collaboration and shared vision.”

A pivotal moment for the Policy Expert brand

David Proudlock, Forsman & Bodenfors: “We’re delighted to be working with Policy Expert at such a pivotal moment. Together we’ve landed on a genuine big idea with the power to stand out in the category. And with our Stagwell sister agency Goodstuff alongside us, we’re uniting creative and media to turbocharge the brand’s growth in the years ahead.”

The partnership marks a significant step for Policy Expert as it continues to scale its offering and invest in brand-led growth, combining creativity and performance within a unified marketing model.

www.forsman.com

www.goodstuff.co.uk

www.policyexpert.co.uk

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