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ALA Insurance Thinks You Might Like Them More on Instagram

The facts about GAP insurance are fairly dry: your car depreciates faster than you’d think (or hope), and if it’s written off or stolen, your payout from a standard policy may leave you surprisingly short-changed. That’s where a niche policy like GAP insurance comes in - to bridge the financial, well, gap. Useful? Yes. Exciting? Not especially.

But in the cool, swirling eddies of the internet’s influencer economy, ALA Insurance is attempting a quiet rebrand. Because apparently, what millennials really want is not just car insurance - but car insurance with a lifestyle.

Let’s take a look at what that actually means.

A Rebrand That Involves Actual People

ALA Insurance has been selling policies in the UK since 1990. While that makes them a veteran in the fairly thin world of specialist car insurance brands, decades of experience doesn’t always translate well to the online attention economy. Simply knowing where the decimal point goes is no longer enough.

Determined to shed the antiseptic whiff of financial services, ALA has teamed up with London agency BIG little LDN, a firm that specialises in pulling hard-to-remember companies into the modern scroll-heavy landscape via influencer marketing and "authentic content." They’ve launched a campaign called *Your Life*, which - yes - is as vague as it sounds, but at least tries to present insurance as something woven into ordinary living, rather than a dusty footnote to it.

The tone? Imagine someone explaining depreciation over a morning latte, with pastel gradient branding and an algorithm-friendly soundtrack.

GAP Insurance: What It Is, and Why You Might Care

For the uninitiated: GAP insurance (guaranteed asset protection) covers the difference between what your car was worth when you bought it and what your insurer will pay out if it's written off. All cars lose value - some at a truly brutal rate. If you financed a vehicle or leased one recently, and it gets stolen or smashed up, you could owe more than the insurer wants to shell out unless you’ve got Finance GAP coverage.

ALA sells a few versions of this: Finance GAP, Lease GAP, Return to Invoice GAP. Each is tailored to meet different shades of disappointment depending on how you bought your car.

To their credit, ALA’s policies are straightforward and the company has built a good reputation for clarity in an industry that often traffics in the opposite. They also offer independent advice online - something that’s more than a marketing soundbite in this case - and they’re authorised by the Financial Conduct Authority (FCA), which does still mean something, despite the odd scandal or regulatory shrug.

Turning Depreciation Into a Lifestyle

Of course, selling insurance is boring. So ALA and BIG little LDN are trying something else: turning it into relatable content.

With a slick push across Instagram, the *Your Life* campaign reportedly reached 400,000 people organically - which is agency-speak for "we didn’t even have to pay Meta to make this happen." More to the point, this resulted in a decent 6.6% engagement rate, which outpaces the rather sleepy 1% average for the insurance sector. In Instagram terms, that's the difference between someone scrolling past your post versus stopping, reading it, and maybe even tapping something. It’s not going to win Cannes Lions, but it beats a quarterly newsletter.

Even more eyebrow-raising: the campaign apparently achieved a tidy 9.25% ROI just from quote requests. Which, for a sector not known for impulse buys, suggests that people not only noticed the ads but actually took action. If you’ve ever tried to market anything in finance to people under 35, you’ll appreciate that this is not a bad result.

Trust, But Also Verify

ALA has leaned heavily on presenting itself as transparent, helpful, and maybe - just maybe - friendly. That’s more than most of its sector can say, but this newfound relatability comes at a time when consumers are already more sceptical than ever. Finance isn’t something most people talk about comfortably in public - and the sudden appearance of smiling influencers talking earnestly about GAP cover can raise eyebrows as often as it builds trust.

Still, it’s a measured move. As Emma Lloyd of BIG little LDN put it, launching a millennial-first influencer campaign for an insurance provider was "incredibly brave." In PR language, that usually means ‘we weren’t sure anyone would care.’ But it turns out they did.

The Takeaway

ALA Insurance is trying to be the exception in a sector built for sameness. Their approach - combining practical, well-reviewed policies with a modern (and slightly more human) brand identity - isn’t revolutionary, but it’s refreshingly competent.

Will an Instagram campaign get you to buy GAP insurance on a whim between holiday photos and home renovation reels? Probably not. But if you’re already in the market for it, this might be the first time the process doesn’t feel like you’re being slowly buried under PDFs.

Yes, ALA still sells insurance. But at least now, it looks better doing it.

What you need to know