The Hartford

The Hartford wanted to optimize the positioning and messaging of their partnership with AARP.

The Hartford


The Hartford offers direct insurance for AARP members. More and more people are buying insurance directly, instead of through agents. In order to optimize their positioning and messaging, The Hartford needed to understand why people purchase direct insurance.


Brandtrust’s research revealed the unstated psychological reasons why people choose to purchase direct insurance and the core emotional needs that, when satisfied, increase perceptions and loyalty for The Hartford’s partnerships.


The insights uncovered in research informed the entire value proposition, including messaging, customer experience, product and service innovation, and internal brand strategy designed to inspire The Hartford’s employees to truly live the brand promise. This new perspective on what motivates people led directly to increased sales, greater retention rates, and higher JD Power ratings.