1st Central drafts in Armadillo to ramp up CRM strategy

Motor and home insurance provider 1st Central is aiming to accelerate growth with the appointment of Bristol agency Armadillo to provide added value to customers through creative, personalised, CRM experiences.

The First Central Group subsidiary was launched in 2008 and operates out of Haywards Heath in Sussex. It has grown from a headcount of 60 at launch to nearly 850. Due to this expansion, the company opened a second office in Manchester in 2016.

According to the latest available figures, group revenue for the year ending December 2023 increased to £345.1m from £219.6m;

1^st Central has more than 1.4 million customers and, according to digital and marketing director David Judicis, it is now aiming to develop “richer communications that are personalised, useful and relevant to each customer”.

The appointment, which is effective immediately, is designed to tap into Armadillo’s technology, strategy, creative, and data offering to support 1st Central’s ambition to break new ground in connected CRM experiences.

Judic added: “We’re focused on making insurance simple, supportive, and authentic.”

Armadillo chief executive James Ray said: “We’re incredibly proud to be joining forces with 1st Central and helping to redefine the customer journey in motor insurance. It’s a terrific team, with big ambition. We can’t wait to get started.”