Launching the Native Risk Collective with earned media coverage

Earned media campaign introducing the Native Risk Collective to key audiences across cryptocurrency and insurance publications.

Native, a specialist digital asset insurance broker, launched the Native Risk Collective – an innovative model that links the use of vetted cybersecurity tools to improved insurance terms. They tasked Aspectus with securing coverage across both digital asset and insurance media to maximize visibility and credibility.

Client

Service(s)

PR & Comms

Sector(s)

Financial Services FinTech Insurance

The Challenge

The challenge was twofold. While the Native Risk Collective represented a genuinely new and innovative model in digital asset insurance, awareness of the Native brand itself was still relatively low, making it harder to establish credibility.

At the same time, they needed to reach several different corners of the media landscape. The digital asset press and the insurance trade press operate very differently, each with distinct priorities, tones, and editorial preferences. To secure meaningful coverage, we therefore had to craft tailored storylines and pitches for each audience, clearly emphasizing how the Risk Collective diverged from traditional insurance models and added real value.

Our Approach

Our approach focused on carefully tailoring outreach to resonate with both insurance and digital asset audiences. Within the insurance press, we identified journalists already exploring digital assets and secured an exclusive interview with The Insurer, the specialist insurance publication owned by Thomson Reuters.

For the digital asset media, we recognized that while Native’s own brand awareness was limited, many of the cybersecurity vendors it partnered with – such as Hacken – were well known. By leveraging these partnerships, we captured the interest of CoinDesk, the leading crypto trade outlet. In total, we secured eight pieces of coverage, including The Insurer, CoinDesk and Insurance Age

Results we’re proud of

8

Pieces of coverage across the crypto and insurance press

2

Interviews with The Insurer and Insurance Age

60+

Likes and reacts received from organic LinkedIn post

All in the details

Targeted media coverage

Secured over 8 pieces of coverage across targeted crypto and insurance media, including CoinDesk, The Insurer, and Insurance Age.

Strategy support

The Native Risk Collective brought together multiple stakeholders, from underwriters to security vendors. We advised Native on aligning each party’s media strategy and ensured a clear, coordinated timeline for the announcement’s go-live.

Spotlight on digital asset insurance

We shone a spotlight on digital asset insurance by highlighting gaps in existing models and positioning Native as a leading industry voice, elevating discussion of an underserved topic.

Masha Gribova
Head of Marketing, Native

All Work

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