Patons Insurance is delighted to have won the Excellence in Digital Marketing award at The British Insurance Technology Awards.

The family business was recognised for its approach which saw it working with digital marketing experts to increase website traffic and raise brand awareness.

Recent growth has seen the number of individual hire-and-reward customers rise to nearly 10,000 – a record high and an increase of 16% from 8,600 at the end of the 2022/23 financial year.

A new approach to marketing in 2022 has seen top-line website traffic increase by a monthly average of 143%, increased conversion rates on site (visitor to lead), and SEO improvements generated an increase in organic traffic of 219.4%.


Hill Wooldridge & Co

Chris Pracy, Patons Insurance head of business development and marketing, said: “We are honoured and proud to receive this award.

“We faced a number of issues with our online presence and developed a digital marketing strategy that allowed us to leverage the combined benefits of a full-spectrum campaign.

“Our new approach to marketing ensured our customers were able to find us easily and engaged with us when they did. Our content creation and social media approaches have helped increase customer engagement and brand awareness.

“Our brand refresh in September, 2023, reflects the modern insurance offering ‘For people who drive for a living’ and our new approach saw us end the 2023-24 financial year with 100% self-generated enquiries.

“We have also taken on several new staff which will help us to increase focus on other areas of passenger transportation, including chauffeur, minibuses and coaches, with further plans to launch a goods transportation division.”

Sponsored by the Insurance Post, the British Insurance Technology Awards recognise “trailblazing companies and individuals reshaping the landscape, driving digital transformation, and revolutionising how the market operates”.

Chris said: “It has taken more than 18 months to implement our new digital marketing strategy and to be recognised with this award is testament to the commitment and hard work of the entire team. To see positive results across the company also gives us new levels of confidence.”


Gaadin Technologies