Tech startup Intelligent AI launched in May 2021. Astley Media were tasked with securing media coverage for their brand launch, highlighting the company’s real-time data and risk platform that accurately predicts commercial property risk for insurers. 

The challenge was identifying a news angle beyond being ‘just another startup’  for the target audience – insurance media.


We centred the PR strategy around two themes; data and the human-centred benefits of the platform.

Media were interested in compelling statistics, such as the £500million per year the sector could save in recovered costs.

We combined the data with the human interest angle, focusing on what happened at Grenfell Tower, a tragic example where accurate understanding of real-time data from multiple sources could have made a difference. 

We also formed a media partnership with Insurance Post, where they carried out a survey of insurance companies to explore the use of data in the sector and the impact real-time data could have on businesses. These findings are feeding into a white report report and further media opportunities. 

Other white paper reports were published during this period, examining the impact of AI and data on the commercial property sector, and highlighting the importance of using technology to drive a smarter underwriting and risk management approach. All helped build awareness and engagement with a new player in the sector.

PR outcomes

  • 19 pieces of positive media coverage with brand references 
  • Coverage received an estimated 32.8k media views from target audiences

“Astley Media are the agency I turned to for the launch of Intelligent AI. They secured a wide range of media coverage and followed that with two standout white papers on the Intelligent AI offering that were very well received by the insurance sector. For ambitious growth-focused brands looking to stand out in a crowded market, I would recommend Astley Media every time.”

Anthony Peake, CEO of Intelligent AI