+124% share of voice and +187% brand authority for Miller Insurance

Miller is a leading independent specialist (re)insurance broker, operating in Lloyd's, London and international markets through a global team of 1,000+ people. With 120+ years of heritage and ambitious global growth plans, Miller's brand, digital experience and search performance needed to match the calibre of the firm and the markets it competes in. 

Over our five-year partnership, 7DOTS delivered a connected programme across brand strategy, digital experience design and build, SEO, content and data. The data two years in shows Miller more than doubling its share of voice in organic search, almost tripling its third-party brand authority, and competing for visibility alongside the largest names in specialist insurance. 

Specialist insurance is a category defined by sameness. Most brokers compete on the same trust signals, list the same service lines, and talk about themselves in near-identical language. For a firm with Miller's heritage and depth, the opportunity was to step beyond the category norms and create a brand and digital experience that did more than match its peers. 

Miller's growth ambition called for digital infrastructure built for scale. The brief was to put in place a brand, platform and content engine that could move at the pace of the business, attract the right specialist audiences through organic search, and give marketing, regional and operational teams a single source of truth to work from. 

The repositioning, new brand identity, platform and the connected SEO, content and data programme have moved Miller forward in the areas that matter most to specialist broker. 

Share of voice has expanded significantly. Miller now generates 124% more monthly search demand at peak than in early 2023, with a sustained +48% lift as the new baseline. Brand authority has scaled with it, evidenced by a stronger competitive position alongside Hiscox, Howden, AXA and Allianz. 

The digital experience has increased confidence in each stage of the considered purchase journey. Average session duration on the new site is up 11% year-on-year, indicating content and journeys that hold the attention of a specialist audience for longer. 

Underneath the visibility numbers is a platform built for what comes next: modular regional rollout, integrated CRM, advanced tracking, and measurement that connects content, search and brand activity to commercial outcomes from day one.