How Newe Seguros Builds Brand Position and Broker Engagement
Marcos Vinicius Pereira explains the visual refresh at Newe Seguros and its strategic focus on direct broker relationships.
Marcos Vinicius Pereira, chief commercial, marketing, and customer service officer at Newe Seguros, details how the insurer revamped its visual identity without relying on mass media. He examines the dynamics of surety bonds and the importance of human relationships in B2B markets.
In a conversation with Bruno Gimenes on Marketing - The Podcast, Marcos Vinicius Pereira, chief commercial, marketing, and customer service officer at Newe Seguros, discussed the nuances of brand positioning and channel management in a B2B insurance company specializing in surety bonds. Unlike the retail consumer segment, distribution does not target end consumers directly, relying instead on insurance brokers as strategic intermediaries across the business value chain.
In the video above, Pereira shares the behind-the-scenes rationale for unifying Newe Seguros' communications. He details how a niche insurer establishes credibility with commercial partners and corporate clients in an industry characterized by high-value transactions and rigorous risk underwriting.
Visual facelift over a major rebrand
When evaluating the insurer's market presence, Pereira observed that the brand used multiple colors across different business lines—employing purple for surety bonds and green for agribusiness—which created mixed signals for audiences. Instead of launching an expensive, full-scale rebrand, leadership opted for surgical adjustments to project financial strength and institutional reliability.
"So we didn't do a rebrand. We say we gave the brand a facelift—we touched it up and standardized on an essential color to establish the tone we wanted: a more serious company that clearly conveys financial strength, stability, dependability, and a bold presence," Pereira notes.
Brokers at the heart of B2B strategy
In personal lines insurance, mass media campaigns are vital to driving direct brand awareness among consumers. In surety bonds—where policyholders and beneficiaries are corporations or public entities—Pereira explains that resource allocation focuses heavily on cultivating close ties across the distribution chain.
Pereira highlights that the company relies on LinkedIn as its primary digital engine for institutional messaging, complemented by targeted Instagram initiatives, while directing most resources toward in-person engagement and incentive campaigns. As part of this approach, the insurer created the Newe Conecta program to strengthen ties with broker partners—a model standard in retail lines, but uncommon among specialized niche carriers.
The human element versus automation in surety bonds
Although the insurance industry is rapidly digitizing through partner portals, API integrations, and chatbots, Pereira argues that surety bonds require technical agility and complex problem-solving that automated tools cannot provide on their own. The brand's core value proposition centers on streamlining complex risk underwriting while maintaining open, direct communication with underwriters.
"When you look at the relationship side, interpersonal connections are what truly drive our business. We use technology to gain traction and efficiency, but what matters is face-to-face interaction—sitting down for lunch with a partner to understand that sometimes the greatest value you can provide is answering the phone when they run into an issue, ensuring someone on the other end is ready to solve it," says Pereira.
End-to-end consistency and the weight of NPS
Because surety bond products offer limited technical differentiation across competitors, broker retention is determined by policy turnaround speed, customer service quality, and hands-on claims support. Negotiations also require tailoring messages to varied corporate stakeholders, ranging from finance and legal teams to procurement and human resources.
"Brokers need to shop multiple quotes across the insurance market for their client portfolios. Since surety bonds operate almost like a commodity and the product itself doesn't vary much from carrier to carrier, the real differentiator is service delivery and the contracting journey," Pereira explains. To ensure sales promises match operational reality throughout the customer lifecycle, Pereira closely tracks customer service Net Promoter Score (NPS) metrics to align marketing expectations with back-office delivery.