InsureandGo: Copywriting

Case Study



Type of Work


Rewriting transactional emails for InsureandGo


InsureandGo provides travel insurance to customers across the UK. They send emails to their customers throughout the purchasing, renewal and claims processes. Their hundreds of emails were created at different times by many different authors – including lawyers, compliance professionals and fraud specialists. As a result – and despite best intentions – these communications often felt defensive, confusing and/or adversarial. Which was a long way from how the insurer wanted these important customer communications to be.

What we did

We worked alongside the customer services, claims, legal and compliance teams to rewrite the entire suite of templated communications in a way that:

  • Was consistently on brand
  • Remained legally watertight

Wordtree have managed to bring our dull, dry letters to life – making them human, caring and so much easier for our customers and teams to understand.

Lizzie Brooks Brand & Marketing Manager, InsureandGo


By sticking to the new templates, the insurer:

  • Increased its NPS significantly
  • Increased first time resolution
  • Reduced complaints to the Ombudsman

Want to learn more about how we approach projects like this? You may find these links interesting:

Copywriting FAQs
Our approach to copywriting for customer services
How we support contact centres
Blog post on the art of creating brilliant customer templates