Policy Expert Appoints Goodstuff and Forsman & Bodenfors as Media Agency Partners

Policy Expert, one of the UK’s leading personal lines insurers across home, motor and pet insurance has appointed Goodstuff and Forsman & Bodenfors, both part of the Stagwell network, to lead its media planning, buying, and brand development.

This announcement follows a record-breaking year for Policy Expert, which saw its customer base grow to 1.6 million policyholders, the launch of its new pet insurance product, and revenues increase by 36%. Following this strong year the company is now entering its next phase of growth.

Policy Expert selected Forsman & Bodenfors, the creative agency, and Goodstuff, the media agency, for their ability to combine brand storytelling and media performance in a seamlessly integrated model - ensuring creative and media work together from the outset to drive both brand equity and commercial results.

With a bold new brand platform set to launch in 2026, work has already begun focused on performance media. Together, Forsman & Bodenfors are working to deliver unified, insight-driven campaigns designed to build Policy Expert into one of the UK’s most distinctive and trusted insurance brands.

Nicki Charles, chief customer and commercial officer at Policy Expert, said, “We are thrilled to be partnering with Goodstuff and Forsman & Bodenfors. Their collaborative and creative approach make them a great fit for us. As experts who like to get things done, we need partners who can match our ambition and help us unlock the next phase of growth.”

​Genevieve Tompkins, CEO of Goodstuff, commented ,“We’re thrilled to partner with Policy Expert on this next stage of growth. Working alongside Forsman & Bodenfors within the Stagwell family allows us to deliver truly integrated creative and media solutions, unlocking greater impact for the brand through seamless collaboration and shared vision.”

​David Proudlock at Forsman & Bodenfors, added “We’re delighted to be working with Policy Expert at such a pivotal moment. Together we’ve landed on a genuine big idea with the power to stand out in the category. And with our Stagwell sister agency Goodstuff alongside us, we’re uniting creative and media to turbocharge the brand’s growth in the years ahead.”