Friday Health Plans

Big insurance is a bureaucracy designed to serve big corporate customers and rake in the dollars. Naturally, this means big insurance can spend a lot on advertising to attract customers. In turn, lots of people just sign up with the provider whose name they recognize. With a comparatively small budget, how can newcomer Friday compete?

Our objective: Help people realize there’s actually a health insurance company with a mission to serve individuals who buy their own health insurance. Communicate that Friday is purpose-built specifically for them by focusing on overall simplicity and no-nonsense health plans. We worked on this campaign for 3 Open Enrollment seasons and signup goals started at 3,500 new members and grew to 75,000 year three, as we met and exceeded our challenge each year, helping them to grow from 1 state to 8.