NJM files trademark for “Insuranoia”

NJM Insurance Group has filed a U.S. trademark application for Insuranoia, signaling a branded effort centered on reducing customer anxiety around insurance and claims.

The trademark application was filed on January 27, 2026, and covers insurance claims administration, property and casualty insurance, and underwriting services. The filing is currently listed as a new application and has not yet been assigned to an examiner.

Insuranoia appears to be more than a name. NJM has already launched a dedicated consumer-facing experience built around the concept, defining “Insuranoia” as the unease policyholders feel when dealing with insurers, often driven by poor service or negative claims experiences. The campaign positions NJM as the antidote, emphasizing live customer support, claims satisfaction, and what it describes as a no-gimmicks approach to insurance.

The branding frames insurance anxiety on a spectrum, from mild to severe, and encourages engagement through a quiz, customer testimonials, and direct calls to NJM representatives.

“At NJM Insurance, we go to great lengths to do the right thing for our policyholders. We don’t believe in gimmicks, jargon, or other Insuranoia-inducing practices. With top-rated customer service and a reputation for claims satisfaction, our goal is to provide peace of mind for all policyholders.”