The Mutual Fire Insurance Company of British Columbia (MFIBC) , established in 1902, has a rich legacy of service in farm, home, and commercial insurance across Western and Central Canada. Founded by 44 local farmers and business owners seeking affordable fire insurance, it remains a stalwart of mutuality and community. Today, the company focuses on empowering its broker network, supporting policyholders, and fostering a legacy of trust, transparency, and sustainability.
MFIBC’s commitment to mutuality underpins its approach to marketing and brand development. Unlike traditional insurers, it does not work directly with policyholders but collaborates closely with broker partners to deliver insurance solutions. This network-centric model forms the bedrock of its marketing strategies, where emphasis lies on relationship-building and transparent communication rather than direct selling.
Mission and values: The heart of the brand
The insurer’s mission, “Custom solutions with unparalleled service,” reflects its dedication to personalised, high-quality service. With a vision centred on “embracing change to protect you,” the company aims to stay agile, embracing innovation and sustainability. These values permeate the marketing team’s approach, driving a commitment to produce content that resonates with its stakeholders and encapsulates MFIBC’s ethos.
The ESG and purpose framework further defines the company’s vision, encapsulated in the statement, “Trust and protection for a sustainable tomorrow.” This framework encourages MFIBC to actively pursue purposeful actions, environmental responsibility, and social impact, establishing its place as a socially conscious, community-focused insurer.
Building brand awareness through digital marketing
MFIBC’s marketing team, although small, is highly effective, leveraging digital marketing and social media to reach its audience. Digital strategies, which include advanced targeting capabilities and strategic segmentation, allow the team to engage with specific broker partners and policyholders, optimising every marketing dollar. By carefully selecting audiences, the insurer ensures its messaging aligns with the interests and needs of its partners, reducing budget wastage and strengthening brand loyalty.
The company’s social media presence and blog serve as essential tools in building initial awareness for prospective clients and brokers. These digital platforms enable the company to share information that goes beyond product offerings, focusing instead on values, mutual heritage, and practical advice. This approach builds a bridge of trust and reliability long before formal interactions occur.
Broker and public campaigns: a tailored approach
MFIBC has honed its marketing strategy to address the specific needs of broker and public audiences. Broker campaigns target partners directly, sharing essential product updates and process information, while public campaigns focus on broader issues and values that resonate with policyholders and the wider community. For instance, its partnership with Agno, an association that supports mental health for farmers, exemplifies the organisation’s commitment to its community, creating a campaign with wide reach to promote Agno’s valuable services.
This segmentation has proven invaluable in allowing MFIBC to compete with larger companies by focusing on frequent, targeted engagements with a smaller, more relevant audience. By tailoring its campaigns, MFIBC enhances the quality of communication and fosters trust with both brokers and policyholders.
Content strategy and sustainable engagement
MFIBC’s blogs are a cornerstone of its content strategy, covering a range of topics from farm insurance insights to risk management advice. Crafted to be evergreen, the blog content is continually recirculated, ensuring it remains relevant and accessible to policyholders. This approach has enabled MFIBC to generate long-lasting engagement with its audience, seeing meaningful results even years after initial publication.
Furthermore, the marketing team leverages diligent search engine optimisation (SEO) and a measured approach to keyword use, drawing in an audience genuinely interested in engaging with MFIBC’s expertise. This organic method fosters long-term connections and helps build trust with policyholders and brokers alike.
The strength of mutuality in marketing
MFIBC’s marketing efforts are deeply rooted in the principle of mutuality, a value that resonates strongly across its campaigns. Recognising that many policyholders interact with their insurance providers during times of vulnerability, MFIBC ensures that its communications reflect empathy and support, particularly during claims or crisis situations.
The company’s ethos extends to its internal culture as well, with employees actively engaging with and supporting the brand’s marketing initiatives on social media. This internal support not only amplifies MFIBC’s reach but also underscores the trust and unity within the organisation.
Avoiding pitfalls: The MFIBC Difference
In its marketing approach, MFIBC consciously avoids traditional, high-budget media campaigns and product advertising. For a team of two marketers, the opportunity cost of large-scale traditional campaigns is simply too high. Instead, the company prioritises digital channels and values-based messaging, creating conversations around ethos and trust rather than direct sales. This strategy empowers MFIBC’s broker partners, allowing them to lead product discussions and ensuring that expectations are clearly defined for all stakeholders.
MFIBC’s marketing team is dedicated to fostering relationships that reflect the company’s values and mutual heritage. With a deep-rooted commitment to transparency, empathy, and sustainability, MFIBC stands as a trusted partner for policyholders and brokers alike. As it navigates an evolving digital landscape, MFIBC will continue to prioritise trust and mutuality, walking side by side with policyholders and partners through every chapter of their journey.
