European Technology Risks (ETR)
Established in 2017, ETR have quickly established themselves as a leading business insurance provider to innovative businesses in the UK and Europe. As the business name suggests, the majority of customers in the early stages of business were technology-based businesses.
Over the last 3 years the nature of customers has diversified in to other key sectors, but one thing remained the same. Businesses were high growth, typically received venture funding, and were innovating in their chosen fields. Given this, the decision has been made to rebrand the business in to something that more accurately reflects the business today and further accelerate the business towards it’s future goals.
“The vision behind Fuelled is a simple one. It promotes acceleration, energy and empowerment. When I started ETR in 2017 the main goal was to disrupt a traditional industry, by delivering insurance better. ETR gave us a great foundation for that, but ultimately the brand didn’t fit our vision for the future of ETR. Now we’re Fuelled, it feels like we’re finally stepping out of the shackles and we can kick-start the rest of our journey.” – Steven Darrah, founder.
As well as the rebrand, Fuelled will be announcing 2 additional employees in the coming days and intend to announce their first digital product aimed at Telehealth organisations. The future of Fuelled will see multiple digital distribution lines, as well as regional expansion in to key areas of the UK.
Fuelled worked alongside leading creative agency, Bellow, based in Bristol to create the initial framework for the brand.
“Working alongside Bellow was pivotal for us. I got to a stage where I couldn’t extract myself from the original images I created, xo I was in a bit of a design rut. Working with Gareth helped simplify our message and establish the brand assets that pushed the vision forward.”
The rebrand process started just before Christmas 2020 and was finalised late January. Shortly after the development of the website began, a project that Fuelled founder, Steven Darrah, decided on doing personally.
“I’ve probably built 4-5 very basic websites in my time, so this was a massive project for me” Steve adds. “My wife will remind me of this in the future, but my entire paternity leave was spent developing the website, often with my newborn daughter sleeping somewhere close by.”
The Fuelled website represents a technology company that offers insurance, rather than an insurance company that has technology. It has been designed to be different to other industry websites, which is likely to spark conversation and divide opinions.
“As part of the rebrand process I was asked quite an obvious question on reflection. Who was I building Fuelled for? The answer was equally obvious. The brand should be designed with clients in mind, rather than focus on the opinions of the insurance industry. We’ve never hidden the fact that we focus on exciting, high growth businesses, so our brand and website should reflect that.”
Fuelled have more exciting announcements planned for release over the next few weeks, you can stay up to date by checking out the news page on the website.