Toolbox by Admiral to rebrand with new focus and proposition

Admiral has announced that it will rebrand Toolbox by Admiral following a strategic review.

In a statement released today (22 January 2024), the insurer said its business insurance arm would now being called Admiral Business, with it having a new focus and core proposition.

As part of this, it will offer new customer-centric tailored packages for a more focused target audience of businesses in the UK.

This involves those in the build, repair and renovation of houses, such as builders, electricians, plumbers, carpenters and landscapers.

Admiral Business chief executive Fouzan Ali said: “We are excited to bring something to help tradespeople protect their business today and in the future.

“We know that running a business in the construction and renovation industry comes with a unique set of challenges. We understand that our customers’ needs are complex and they want to know they are getting insurance cover that is just right for them with no hidden extras.

“That’s why we’ve crafted tailored insurance plans that enable them to choose the right level of cover in one place.”

New site

Following the rebrand, anyone who tries to access the toolboxbyadmiral.com site will be redirected to admiralbusiness.com.

The site also has new content and a simplified purchasing journey that has been crafted, refined and aligned to Admiral’s key messaging – ‘Insurance Made Easy’.

Admiral said the content had been based on new customer messaging designed to “simplify and build consistency in a way its target audience can understand”.

“We believe in providing insurance that adapts to the dynamic needs of our customers’ business, so we also offer a unique feature – fee-free policy changes and cancellations, giving customers the freedom and flexibility they deserve,” Ali said.

“At Admiral Business, we bring more than just coverage – we bring a legacy of trust with more than 30 years of expertise and heritage so customers can rest assured they will receive stress-free protection and swift claims resolution. They are in safe hands.”