Successfully launching into the U.S. market requires far more than simply replicating what has worked in the UK. In this episode of our series, produced in partnership with Insurtech UK, Simon Hayes, Founder and Managing Director at NextGen Communications, shares practical insights into how insurtechs can adapt their marketing and branding strategies to compete in one of the world’s largest and most complex insurance markets.

Simon explains why tailoring both product positioning and messaging to the U.S. audience is critical, and why a targeted approach is far more effective than attempting broad market coverage. He highlights the importance of strategic partnerships, early proof points such as pilot projects or initial clients, and learning from UK insurtechs that have already navigated the U.S. expansion journey. Throughout the discussion, Simon emphasises that building credibility and visibility in the U.S. takes commitment, planning, and a clear understanding of local market dynamics.

The conversation explores the role of PR and thought leadership in establishing a strong brand presence, from working with U.S.-based publications and journalists to leveraging LinkedIn and industry events. Simon shares his perspective on why being present at the right conferences, particularly more specialised, niche events, can sometimes deliver greater impact than large-scale sponsorships. He also addresses common mistakes UK insurtechs make when entering the U.S., including underestimating budget requirements or taking a half-hearted approach. Drawing on real-world examples, Simon outlines how effective marketing and communications can support traction, partnerships, and long-term growth in the U.S. market.