Freely

An app-first insurance brand designed to have your back, wherever you go

Backed by Cover-More Group, Freely set out to reinvent travel insurance for a post-COVID world — making it feel less like a formality and more like a trusted companion. Unified Thinking developed the brand from the ground up, including strategy, naming, positioning and tone of voice. Built entirely as an app-based experience, Freely combines global support with smart, real-time features like GPS alerts, spontaneous cover, and 24/7 access — all designed for a new kind of traveller. At every step, the brand reframes insurance as freedom: something that has your back, wherever you go.