AssuranceAmerica introduces new brand mascot

AssuranceAmerica has launched a refreshed brand identity and its first brand character, Coach, a 6-foot-2 anthropomorphic bald eagle, as part of its “Insurance Built Different” campaign.

The Atlanta-based insurer is highlighting quotes in as little as 90 seconds, no credit score checks, and no app that tracks customers’ driving.

Coach was developed with AssuranceAmerica’s advertising agency of record, Chicago-based MXML Creative. The character was modeled and animated using digital and AI tools and voiced by a professional actor.

“Insurance is one of the most crowded, commoditized categories out there. We didn’t want to simply refresh our identity; we wanted to give people a reason to remember how we’re different. That’s where Coach comes in. Coach represents what we believe insurance should be: fast, fair, and in your corner. People want stability when it comes to their insurance costs, and that’s what we’re here to give them.” – Mary Strength, Associate Vice President of Marketing for AssuranceAmerica.

Founded in 1999, the privately held company offers auto, renters, and commercial auto coverage. Through its Generous Policy program, AssuranceAmerica directs 5% of its profits to nonprofits addressing homelessness, with contributions totaling more than $10 million since 2018.