Covenir

2 minutes

WOW Your Policyholders

How Fifth Ring rebuilt Covenir's entire marketing engine and transformed its company culture in the process.

725%

MQL growth YOY

from 5 to 26

MQLS in one quarter

2x

LinkedIn CTR benchmark

The best-kept secret in insurance outsourcing.

Covenir does something remarkable. A 100% onshore US team handling 400,000+ calls and 13 million+ insurance documents every year, a Call Surge Guarantee that's the only one of its kind in the market, and proprietary products purpose-built for P&C carriers, MGAs and insurtechs. The problem: their marketing had generated five MQLs. In total. Not five a month. Five. Ever.

The infrastructure had collapsed. HubSpot was disconnected from their domain, conversion tracking didn't exist, and there was no attribution between platforms. Any campaign running in that environment was flying blind. Meanwhile, their messaging, like every competitor in the category, was functional, forgettable, and completely undifferentiated.

Fifth Ring was brought in to fix a broken marketing engine, not tweak a working one.

WEB IMAGE - Covenir WOW Campaign Case Study 4

Stop everything. Then rebuild from the ground up.

Fifth Ring applied its GDM (Growth Driven Marketing) methodology: Day 1, pause all existing campaigns. Before anything goes live, fix the infrastructure: reconnect HubSpot and establish conversion tracking. No campaign works without measurement.

In discovery, one word kept coming up when Covenir's own leadership described what they deliver: WOW. Fifth Ring didn't invent it. They named it. "WOW your policyholders" became the campaign platform, repositioning Covenir's human-first ethos not as a feature, but as a commercial and emotional differentiator in a sector that had never heard language like it.

WEB IMAGE - Covenir WOW Campaign Case Study 1

The benchmarks didn't stand a chance.

Q1 2026, the campaign delivered 26 MQLs against a quarterly target of 24. That's a 725% increase on Q1 the previous year. LinkedIn CPL landed at $54.55 against an industry benchmark of $198.76. Google CPC came in at $0.52 against a benchmark of $3.49. LinkedIn CTR ran at more than double the benchmark.

Most importantly, lead quality matched the volume, with the majority of MQLs were VP or C-suite level.

"WOW didn't start as a marketing campaign. It started with a conversation about who we are and what we value as a business. Today, WOW is part of how we think about our business, how we serve our customers, and how we define success. When your entire organisation rallies around delivering exceptional experiences, you don't just improve perception — you improve performance."

David Squibb · President & CEO, Covenir

A marketing idea that became a business philosophy.

Nobody planned for what happened inside Covenir. Without any internal programme, cascade or instruction, "WOW your policyholders" spread through the organisation. Teams across functions began asking "is that WOW?" in meetings that had nothing to do with marketing. It shaped how staff are trained, how performance is discussed, and how exceptional service is defined.

Externally, it gave Covenir a distinctive, scalable story. One with genuine emotional resonance in a market where competitors have none. The campaign is still live. The culture it created isn't going anywhere.

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