‘Tailored around you.’ A new brand tagline that promises a client-centric approach to doing business. Yet while the tagline may be new, Laferla’s commitment to delivering personalised insurance is not.

“The tagline is not a departure from who we are, but a distillation of it. Insurance is, at its core, a deeply personal product,” says Keith Laferla, Joint Managing Director of Laferla Insurance. “What we have always done, and will continue to do, is take the time to understand each client's unique circumstances and match them with the right cover, at the right price, from the right product range.”

The new tagline not only captures the company’s commitment to matching the right product to specific needs and circumstances but also reflects the full breadth of how Laferla serve their clients today.

Mr Laferla explains that the company has also invested significantly in its digital presence reflecting people's lifestyle changes. The Laferla website is built to be intuitive and frictionless, and its mobile app allows clients to quote, buy, manage and even submit claims directly from their phones.

The tagline also reflects Laferla’s evolution. Mr Laferla explains that with business having grown significantly in recent years, 'Tailored Around You' captured the traditional commitment to the individual’s needs in a way that felt both timeless and contemporary. “We believe it resonates equally with those families who have trusted us for decades and the new generation of clients who are discovering us for the first time,” he says.

The need to reinforce Laferla’s commitment to its tailored approach to its products and services was also a response to changing market realities. Mr Laferla explains that today, clients tend to carry out their own online research and come to Laferla with a clear idea of what they need and want.

“This shift in behaviour demands that insurers and intermediaries alike move away from a product-push mentality and towards something more consultative and personal,” he says. “Our new brand tagline - Tailored Around You - signals exactly that shift. People no longer accept a one-size-fits-all approach, whether they are buying a coffee or a pension plan. They expect to be understood as individuals, with lives and needs that do not fit neatly into a standard product category.”

Mr Laferla goes on to say that Malta's increasingly diverse population played a role too. While the company continues to serve Maltese families who have trusted Laferla for generations, their client base is evolving.

“Young professionals investing in their first home, foreign residents navigating an unfamiliar insurance system, business owners with complex commercial needs… what connects all of them is the expectation of relevant, personalised advice from someone who genuinely listens,” Mr Laferla states. “Our new brand tagline speaks to all of those audiences without alienating any of them.”

Laferla Insurance has become one of the most trusted names in the local insurance landscape, bringing skill, experience and a genuine understanding of the person in front of them to ensure the result fits perfectly.

Mr Laferla explains that whilst they do not customise the product itself, they go well above and beyond to make the experience deeply personal. “Every client who walks through our door, calls us, or reaches us through our app or website is treated as an individual, not a number. We take the time to understand their circumstances, their life, their assets, their risks, and their budget, and we make sure that whatever cover we recommend is the right fit for them, not a generic solution handed across a desk.”

In practice, there is also more genuine flexibility within their product range than many clients realise. Different levels of cover, optional extensions, excess choices, and combinations of products can together provide something close to a bespoke solution.

Laferla’s differentiation has always been relational rather than transactional. As a family-owned business that has been operating since 1984, many of their client relationships span generations. “That continuity, knowing a client's history, understanding how their circumstances have changed, being a familiar voice when something goes wrong, is not something a price comparison website can replicate. The new tagline puts that philosophy front and centre.” Mr Laferla says.

There is also a dimension of genuine expertise that sets Laferla apart. They operate across the full spectrum of insurance, from motor, health, home and travel to commercial, marine, life and pensions, and serve an exceptionally diverse client base.

“We are also conscious that trust in the insurance industry is hard-won. Clients tend to notice their insurer most when something goes wrong, and it is in those moments that the quality of the relationship truly shows,” Mr Laferla points out.

“'Tailored Around You' is as much a statement about how we behave at claim time and renewal time as it is about the initial sale. That consistency across the entire client lifecycle is, we believe, our most meaningful point of difference, and it is one that no competitor can simply copy by changing their logo,” he says.

“Ultimately, 'Tailored Around You' speaks to the experience of being a Laferla client as much as it does to the product itself. It is about feeling heard, feeling understood, and feeling confident that the person advising you has your best interests at heart,” Mr Laferla concludes.