Motorcade refreshes brand as Acorn targets growth in non-standard digital motor insurance
- Perry Richardson
- 1 day ago
- 2 min read
Motorcade, the digital-first motor insurer owned by Acorn Group, has launched a refreshed brand identity as it continues to expand its offering for non-standard and underserved motorists seeking flexible insurance products.
The rebrand includes a new logo, updated colour palette and redesigned visual assets across the company’s digital platforms. The insurer said the changes are intended to improve usability and accessibility for customers managing policies online, while maintaining its existing proposition of specialist motor insurance for drivers who may face difficulties obtaining cover through mainstream providers.
Motorcade was founded by Martin Gowing as a specialist private hire and public hire insurer before becoming part of Acorn Group in 2001. The business later transitioned into a digital-first private car insurer in 2022, allowing policyholders to manage insurance products online at any time.
The updated branding follows the launch of Motorcade’s finance-free insurance product last year. The insurer said the product was developed in response to changing customer funding preferences and demand for greater flexibility among motorists seeking alternative payment options.
Acorn Group-owned insurer updates identity as it expands digital-first offering for underserved motorists and non-standard risk customers
Motorcade added that the redesign supports its wider digital accessibility strategy, with the updated interface aimed at simplifying the online customer journey for policyholders managing cover independently.
The rebrand was developed in partnership with creative agency Fearless Union and follows similar branding updates completed in 2025 for fellow Acorn Group brands Acorn Insurance and Haven Insurance.
Miruna Constantinescu, Customer and Marketing Director at Acorn Group, said: “The transformation of Motorcade reflects the wider evolution of Acorn Group itself – from a taxi insurance specialist into a fast-growing portfolio of market‑leading, non‑standard insurance products.
“This new-look brand marks an exciting new chapter for Motorcade and reinforces our commitment to delivering simple and accessible insurance for customers who value control, convenience and ease of use.”
