How we helped one company show that people could expect more from their health plans.

Association Member Trust (AMT) is a not-for-profit multi-association benefits trust. They pool the resources of member organizations to provide greater access to health plans at a lower price than members might obtain on their own. However, they are not a traditional insurer and don’t have the broker networks or marketing budgets of insurers. In order to grow and stave off fierce competition from insurers, they needed a strong, clear brand that would work harder at communicating their value. They turned to Princeton Partners for help.

During our discovery process, we realized that people are either indifferent to, or unhappy with, their health insurance companies. Every year, people expected less for their money. But AMT was uniquely built to reverse this trend. Their non-profit, self-funded, member-governed structure made them truly member oriented. It allowed them to offer more. More coverage flexibility. More service. More value. That became the central idea of the brand:

AMT: More Options. More Health.

With more options, you can find a plan better suited to the needs of your organization, allowing you to keep yourself and your workforce healthier. Combined with their well-earned reputation for better service, AMT’s value became clear.

Results

The new brand direction has helped AMT stave off competition and grow. As importantly, it has clarified AMT's mission – so much so that leadership was inspired to change the company’s name. Where before it was Association Master Trust, it’s now Association Member Trust.