At Den Hartigh Adviesgroep, we look back with pride on the merger with Optio Group, an important milestone that enables us to achieve our growth objectives. By joining forces, we combine in-depth expertise with broad market coverage, now brought together under one roof. This strategic step forms the foundation of our new direction: we are introducing a renewed branding, further refining our service offering, and fully committing to an ambitious online marketing strategy.
Merger Lays Foundation for Renewal
The merger of Den Hartigh Adviesgroep and Optio Group is no ordinary step. By combining the strengths of both organizations, valuable advantages emerge in the areas of service delivery and expertise. Clients will soon benefit from an integrated offering that seamlessly covers both private and business matters. In practice, this means:
- Strategic advice, financial planning, wealth management and business advisory
- Access to Optio Group’s market-leading underwriting capabilities
- Accelerated development of innovative insurance solutions
This combination of strengths provides the starting point for a step forward on all fronts.
New Niches in the Portfolio
The merger provides room to further refine the service package. Den Hartigh originally focuses on broad financial matters, but will now also serve highly specialized segments:
- High-Net-Worth (Hiscox): tailored advice and insurance solutions for affluent individuals, including coverage for Fine Art, jewelry, luxury watches, vacation homes domestically and abroad, classic cars, yachts, and private collections.
- Film & Events (Circles Group): tailored advice and insurance solutions for film productions and events, such as customized policies for TV, video and cinema productions and coverage for show and event cancellations, postponements or non-appearance for public events, concert tours, festivals and corporate productions. Additionally, they provide risk insurance for Fine Art exhibitions, jewelry, equine insurance, political risks and other special risks.
- Marine: strengthening our market position in maritime insurance by underwriting a diversity of Marine products, including Hull, cargo, equipment and pleasure craft.
By establishing these niches in the ever-evolving insurance market, the organization combines specialist knowledge with personal attention. This ensures customized solutions remain guaranteed, regardless of the complexity of the risk.
Fresh Branding and Recognizable Identity
To reinforce the new positioning, Den Hartigh is introducing a completely renewed brand identity. The traditional character of the organization remains tangible at its core, but receives a modern makeover. The website has been completely renewed to make it accessible and understandable for all our clients. Additionally, we use recognizable color schemes and typography which contributes to better online and offline readability. With this rebranding, Den Hartigh wants to show that it not only grows with the times, but also wants to stay ahead of the needs of the insurance market.
Online Marketing as Foundation for Accessibility
Insurance is often known as complex and inaccessible. Den Hartigh Adviesgroep wants to change this by placing online marketing at the center. The focus is on clear content that consists of creating clear content that is explained in an understandable way. The personal aspect is an extremely important element in this, we find it important that a strong client relationship develops with the client. This approach not only makes insurance more understandable and transparent, but also accessible to a broad audience. The goal is to build trust through digital channels and remove certain barriers.
Management on the Next Phase
Jan Den Hartigh, director of Den Hartigh Adviesgroep, looks ahead with confidence:
"The merger with Optio Group gives us the scale and expertise to deliver on our promise: advice at the highest level with people always at the center. Our new branding and niche approach align seamlessly with this."
Marketing/PR manager Erik van der Kooij adds:
"With our online strategy, we get the opportunity to truly connect with our target audience. We translate complex insurance issues into clear stories and tools. This way we make the industry accessible to everyone seeking security."
— Management response
Towards a Future-Proof Organization
With the renewed branding, the expanded niche offering and the investment in digital channels, Den Hartigh Adviesgroep stands stronger than ever. Clients can count on in-depth expertise, personal attention and a fresh, modern appearance. The organization is ready to grow, domestically and internationally, and shows that insurance in 2025 no longer needs to be impenetrable.
For more information
Erik van der Kooij
Marketing/PR manager
Den Hartigh Adviesgroep
078 676 9000
marketing@denhartigh.nl