Expertise · September 2, 2026
Insurtech PR Case Study | Veracity Insurance Solutions
By Virgo PR Editorial
What began as a single uncovered insurance brand became a repeatable, multi-brand PR engine spanning Veracity Insurance Solutions' entire portfolio — proving that proprietary small-business data, not product announcements, is what turns an insurance company into a media source.
The Problem
Veracity Insurance Solutions is an insurtech company and house of specialized insurance brands designed to make coverage easier for small businesses to understand and purchase. Through its platforms, entrepreneurs can buy industry-specific insurance online and, in many cases, receive a certificate of insurance within minutes.
When Virgo was first brought on, the assignment was much narrower: FLIP, the Food Liability Insurance Program, Veracity's specialized brand serving food businesses. Despite operating in a large and growing market, FLIP had virtually no earned media footprint.
The challenge wasn't simply to generate insurance coverage — it was to make a niche business-insurance company relevant to reporters covering restaurants, food entrepreneurship, small business and the broader economy.
The ask: turn FLIP's access to small-business data and customers into media authority, then use that model to build visibility across Veracity's broader portfolio.
What Virgo Did
Virgo built the program around a simple idea: Veracity's brands had access to information reporters couldn't easily get anywhere else.
Created an Original State of the Food Industry Report. Rather than relying on traditional product announcements, Virgo developed a research-driven media platform around FLIP — surveying consumers and business owners, analyzing internal FLIP data and reviewing industry trends to produce a nearly 50-page report on the economics, challenges and trends shaping food businesses. The report gave Virgo dozens of individual storylines instead of one announcement, each tailored for restaurant reporters, food media, small-business journalists, financial outlets and local markets.
Turned Data Into News. Virgo identified the findings with the strongest editorial value and translated them into media-ready narratives tied to issues journalists were already covering — giving reporters proprietary insight into what was happening to the businesses FLIP insured, rather than asking them to write about an insurance product. That first campaign generated 30+ media placements with more than one million in potential audience reach.
Expanded the Model Across Veracity's Portfolio. Following FLIP's success, Veracity expanded Virgo's scope to additional brands across its insurance ecosystem, including Insurance Canopy (serving more than 100,000 small businesses nationwide), Beauty & Bodywork Insurance (BBI), Artists, Crafters & Tradesmen Insurance (ACT) and Full Frame Insurance (FFI) for photographers and videographers. Rather than reusing one strategy, Virgo built research and story concepts around the actual communities each brand served.
Built a Proprietary Research Engine. Since the expansion, Virgo has developed more than 15 data- and statistics-driven industry reports covering the needs, behaviors and economic realities of Veracity's various customer segments. Each report builds a bank of original statistics fueling media relations, contributed content, executive commentary and ongoing thought leadership.
Executive Thought Leadership. Virgo has written and produced more than 25 contributed articles on behalf of executives across Veracity and its brands, positioning them as experts on entrepreneurship, risk, industry trends and business growth well beyond insurance itself — including Veracity/Insurance Canopy CEO Daryle Stafford's placement in Forbes on the technology reshaping small-business insurance.
Broadcast, Podcast and Tier-One Media. The program has generated hundreds of media opportunities across business, consumer and vertical publications — including Forbes, television appearances, podcast interviews and specialized industry outlets — consistently finding the larger business story behind the insurance product.
Created a Monthly Webinar Platform. Virgo also produces and hosts an ongoing webinar series for Veracity and its brands, with Virgo executives moderating conversations featuring partners, industry experts and real small-business owners. Topics extend beyond insurance education to brand building, entrepreneurship, operations and marketing.
The Results
MetricResult
Initial FLIP Campaign30+ earned media placements from the first State of the Food Industry report, reaching more than 1 million in potential audience Research Programs15+ proprietary data and industry reports developed across Veracity brands Media CoverageHundreds of earned media placements across business, consumer, trade, television and podcast media Potential AudienceMillions of consumers and business owners reached through earned media campaigns Tier-One CoverageCoverage across major national outlets including Forbes, alongside leading insurance, business and vertical publications Executive Content25+ contributed articles written and produced on behalf of Veracity executives and brand leaders Webinar ProgramOngoing monthly educational series connecting Veracity brands with partners, experts and small-business owners Portfolio ExpansionEngagement grew from a single FLIP assignment into communications support across Veracity's broader portfolio of specialized insurance brands
Selected Coverage
National Business & Consumer
Forbes — How Technology Is Reinventing Small Business Insurance (features Veracity/Insurance Canopy CEO Daryle Stafford)
NerdWallet — Product Liability Insurance: What It Covers, Who Needs It
NerdWallet — Liquor Liability Insurance: What It Is, Where to Get It
NerdWallet — Massage Insurance: Best Companies, Coverage and Costs
VICE — Gen Z's New Travel Hack? Go Where the Hot People Are
ConsumerAffairs — How to Stay Safe for 4th of July
Insurance & Business Media
The Insurer / Program Manager — Veracity Targets Three to Five Additional Programs by Year End
The Insurer / Program Manager — Veracity's Insurance Canopy Now Offering Surety Bonds
Risk & Insurance — FLIP Report Reveals Economic and Claims Trends in Food Industry
Insurance Business Magazine — Best Insurance Carriers and Program Administrators in the USA
Insurance Business Magazine — Speed to Market Turns Specialty Programs Into Moving Targets
Fit Small Business — 10 Best Errors and Omissions Insurance Companies for 2026
Digital Insurance — How Small Businesses Can Safeguard Against Holiday Cyber Threats
Vertical Industry Media
Modern Restaurant Management — What's Fueling Food Truck Momentum?
Modern Restaurant Management — Why Summer Growth Can Create Unexpected Exposure for Restaurants
Packaging Digest — Rising Recalls Spur Small Food Manufacturers to Seek Extra Protection
Athletech News — New Data Reveals Key Insights to Help Personal Trainers, Gyms
Fstoppers — 9 Things I Wish I Knew About Photography Insurance
PetaPixel — Vacationers Skeptical About Picture-Perfect Travel Photos, Study Says
Food Truck Operator — Avoiding 3 Common Food Truck Insurance Risks
Food Truck Operator — Kona Ice CEO Says Food Truck Industry Must Come Together
Building Authority Across a House of Brands
The most important outcome wasn't simply the number of media placements generated — it was a repeatable communications model Veracity could apply across an entire portfolio of brands. FLIP could speak authoritatively about food businesses. Beauty & Bodywork Insurance could provide insight into beauty and wellness professionals. Full Frame could address photographers and videographers. ACT could speak to artists, makers and other independent businesses. Insurance Canopy could address broader trends affecting entrepreneurs and small businesses nationwide.
That strategy turned Veracity's size and diversification from a communications challenge into an advantage. Each insurance program provides access to a different community of business owners, and each community generates different questions, trends and proprietary insights Virgo can turn into ongoing media opportunities.
Why It Worked
Insurance itself is rarely enough to sustain a compelling media campaign — reporters generally don't want to repeatedly write about policies, certificates or coverage limits, even when those products provide genuine value to customers.
Virgo changed the subject by reframing the challenge. Instead of asking "How do we get journalists to write about small-business insurance?", the strategy became "What does Veracity know about small businesses that journalists would want to know?" That shift opened a much larger editorial universe: through customer surveys, internal data, original research and industry analysis, Veracity's brands became a source for stories about food businesses, entrepreneurs, beauty professionals, photographers, creators and the broader small-business economy.
The first FLIP report proved the model — more than 30 media placements demonstrated that proprietary research could establish authority in a market where the brand previously had little visibility. Veracity then expanded the engagement, and Virgo replicated and refined the strategy across the company's broader portfolio.
Today, that work encompasses hundreds of media placements, more than 15 research initiatives, 25+ contributed articles, national media opportunities and an ongoing webinar program built to provide genuine value to Veracity's small-business communities. That's the difference between promoting an insurance product and building a media platform around the people who use it.
