revX · November 17, 2025

Multiplied x Telesure Investment Holdings: Why Consistency Still Wins

When most insurance brands look - and sound - the same, the real competitive advantage isn’t shouting louder. It’s knowing what you stand for and showing up consistently.

That was the biggest shift for Brina Biggs, Head of Digital Marketing at Telesure and Head of Brand for Dialdirect. She recalls a study revealing that insurers weren’t differentiated at all - they were “the tallest dwarf.” The message was clear: if brands don’t have a strong point of view, customers have nothing to connect with.

This insight shaped Telesure’s long-term approach. Instead of reinventing campaigns every few months, the team committed to staying with a message until the market absorbed it. As Brina puts it, marketers often get bored long before consumers do.

That discipline drove successful brand work for 1Life, centred on generational wealth. Not a short-term campaign, but a story built over time that consumers could remember and trust.

Brina highlighted how this mindset also influenced media decisions. If she had to drop a channel, TV would go first. It still builds trust, but she prefers to learn from digital before scaling big. Programmatic became a smaller retargeting tool rather than a core driver.

One of her most powerful shifts came from changing the creative production flow. Instead of building ads for TV, her team developed digital content first, ran it for six to nine months, and let performance dictate what eventually became broadcast material. That opened the door to new platforms - including being one of the first insurance brands to lean into TikTok.

The team also rebuilt their affiliate programme during lockdown. Initially the structure didn’t support scale, but strengthening the partner network and commercials unlocked healthy performance. The lesson: channels rarely fail on their own - structure and operational support make or break them.

When budgets tighten, she keeps paid search and paid social running. Switching off completely kills efficiency and forces platforms back into learning. Even minimal activity helps retain momentum and protect conversion volume.

Another meaningful shift came from a renewed appreciation for organic content and SEO. It’s not glamorous, but consistent publishing - especially video - builds authority over time. Small pieces add up.

A memorable experiment that paid off involved filming creative with internal staff. It made content more relatable, gave teams ownership, and helped scale production for fast-moving platforms.

Across the conversation, Brina returned repeatedly to a simple truth: brands win when they find their story and stay with it long enough for the world to care.