For the UK insurance sector, lead generation is immensely challenging given the dominance of powerful major brands online; and for the Income Protection market it can seem insurmountable for SME sized brokerages to break away from the lead-aggregators. In the face of rising costs this was exactly what Lightblue Online wanted to do. As a brand to digital marketing specialist, D2 was approached to update and reposition the Lightblue Online brand with a new identity and brand story that would connect with their target audience; which required a contemporary web design and detailed digital marketing strategy that would provide their advisors more relevant leads and reduced costs by improving the conversion rate and increasing sales.