When building brands for our partners, we always develop the brand's archetype that will resonate and surprise the audience. We crafted the brand's positioning that was unconventional and energized - this served as the north star for all brand work to come. This removes all subjectiveness from the room and focuses the team on designing for our audience, not for ourselves.
Bestow was founded by entrepreneurs Melbourne O’Banion and Jonathan Abelmann to remove the boundaries for Americans to get life insurance. Studies have shown that roughly 85% of Americans believe they should have a policy, but only 41% get one. Bestow believes they can reach the remaining 44% by humanizing the experience and offering life insurance for the price of a Netflix subscription.