JMG
Solutions
2026
From a group of brokers to one confident presence
Client
JMG Group
Location
Leeds, West Yorkshire, England
Sector
Insurance
The Goal
JMG Group is a fast-growing insurance group built on the strength of its regional brokers, including J M Glendinning, Nowell Richards, and Butterworths Spengler. As the Group expanded through acquisition, its digital presence struggled to keep up, with separate broker identities that offered no one place that clearly explained who JMG is, what it stands for and the scale of its offer.
The ambition was to create a single modern Group platform that presents JMG as a quality group to investors, M&A targets, insurers, the press, recruiters, and staff, while protecting the equity and individuality of each local business and creating a foundation for sustained digital growth.
The Challenge & Strategy
Treat brand, website and digital as one
Before the project, JMG’s brand and digital footprint didn’t match its scale and ambitions, especially as more regional brokers joined. There was no single clear entry point into the Group, and it was difficult for different audiences to understand its structure, specialisms and national reach without visiting multiple sites. The team needed a way to tell one Group story across many sub-brands and audiences without losing what made each local broker distinctive. There was also a strong desire to highlight how each business valued doing the right things, such as sustainability, community work and CSR, without being repetitive or generic.
Strategically, the answer was to treat brand, website and digital as one encompassing challenge rather than three separate tasks. The overarching JMG identity needed to feel smart, modern and timeless, to further support as the Group grew through acquisition. The site architecture had to be audience-led and scalable, with clear routes for investors, insurers, recruitment and customers, and a flexible SEO programme would be required to grow visibility for broad industry and local terms as the Group and its content evolved.
Our Solution
Creating a unified platform
JMG Group’s brand framework was centred around straight talking, people-first communication, using consistent photography and simple content to highlight local managing directors and teams within a confident overarching Group story. Structurally, JMG is positioned as the anchor brand, with an “Our Business” area where each broker has a concise storyboard that covers location, founding details, size, specialisms and why it is a great fit for the Group.
The new website provides a single Group platform that can scale with future acquisitions, with the home page introducing who JMG is and clear journeys into Our Business, careers, team and contact. Layered navigation, intuitive filters, agile “Group in numbers” components, an interactive locations map and a strategically designed news and careers experience together make it easy for different audiences to find what they need while keeping separate broker brands connected to the Group narrative.
Defining objectives
From the start, the discovery phase focused on understanding JMG’s different audiences and what mattered most to each of them. Investors and M&A targets needed a clear view of the Group’s scale and acquisition activity, insurers wanted confidence in leadership and expertise, while recruiters, candidates and customers needed quick access to culture, opportunities and local broker information. These insights helped shape both the site structure and content strategy.
Advantages
The research led to features designed to make the experience clearer and more engaging, including “Group in numbers”, an interactive locations map and concise sub-brand storyboards. Together, these elements help users quickly understand the Group and navigate to the information they need. The same audience insights also informed the SEO strategy, identifying the most valuable search terms and creating a strong foundation for future content growth.
Be Brave
The visual system balances a strong Group identity with the individuality of each broker brand. Clear navigation, layered sub menus and modern imagery help users easily navigate the Group while still recognising each local business. The overall approach reflects JMG’s ambition without feeling overly corporate.
Be Human
The interface puts people first. Local leaders, teams, and stories are embedded throughout pages such as Our Business and Why JMG to make their values visible and authentic. Photography and content guidelines ensure genuine, straight-talking profiles that feel approachable to clients and recruits.
Be Agile
Modular, easy-to-update UI components allow JMG to add acquisitions, refresh stats, filter news, and evolve careers content without a site rebuild. This agility supports the ongoing SEO efforts, making it simpler to refine content, launch landing pages and adapt to changing search behaviour or business priorities.
Through strategy, innovation and creativity we take your brand on a journey of discovery and transformation, leaving a lasting impression and driving behaviour.
Our brand projects
The Result
JMG now has a clear, modern Group identity that gives regional brokers space to be themselves while presenting one coherent story to investors, insurers, recruits and clients, supported by a website that unites multiple brands under one intuitive structure. Internally, marketing and leadership teams have a consistent framework for presenting JMG and its subbrands across web and collateral, making recruitment, PR and acquisition conversations sharper and easier.
Digitally, the website now ranks consistently in the top ten for broad terms like “business insurance” and “business insurance brokers”, holds the highest online search visibility among tracked competitors, and has delivered year-on-year increases of 8% in organic sessions, 12% in organic users and 96 percent in key events from organic users. Local rankings have moved into the top three positions in key locations, while branded impressions, including “JMG”, have grown by 13% and now get 35% more clicks, indicating that the strengthened Group story is converting into measurable demand.
