Yield rings in the New Year and welcomes CPA Professional Liability Plan (CPA PLI). They are a standalone organization that is part of the Chartered Accountants of Canada family. For 30 years CPA PLI has worked alongside the National and Regional/Territorial regulators to become the largest professional liability insurance provider exclusively for CPAs. Today they protect and defend more than 9,000 firms and retired professionals across Canada and Bermuda.
The organization recently appointed a new CEO, Katherine Hanratty who engaged Yield to help the organization rearticulate their value proposition and brand story through a new website designed to improve the members’ experience with the brand and their access to educational content around risk management.
The CEO believes the organization has an important role and responsibility – “we do more than simply protect our members. Weare stewards of the profession. Not only do we safeguard the profession’s reputation but by providing robust protection and risk education to insured members, we also ensure the public is protected as well. We want to bring this value to the surface”, says Katherine Hanratty.
Work is well underway, and the new value proposition, website and brand look and feel will be launching in the coming weeks, enabling members to better navigate their insurance, access valuable information through a more modern relevant digital platform.
“Building a brand that resonates with CPA’s is a challenging task given they are driven by numbers and facts and typically branding and marketing are seen as fluff. This meant our creative teams had to find a creative way to express the brand to this pragmatic audience” says Robert Lewocz, Yield’s Managing Director.
