We have some exciting news to share! For more than a year, we’ve been working to develop a new name for Hill & Hamilton that’s a better reflection of who we are, what we do and what we believe.
To say the process has been exhausting, stressful, and at times, overwhelming, would be a massive understatement.
However, the blood, sweat and tears have been worth it!
Our team is incredibly proud of the work we’ve done, and we’re eager to share our story with you. And more importantly, we’d love the opportunity to convey the meaning of our new name to you, and the reason it resonates so well with our brand, our culture and our values.
So what’s the name, you ask?
What’s the result of 18 months of work?
Spreadsheets with hundreds of ideas including domain names, logo mockups and how the name resonated with our core values?
Countless internal conversations about what felt right to us… some heated debates, some crazy, bizarre, hilarious dialogue.
Market research, client interviews, patent and trademark investigation… the list is endless.
But it all brought us to this point.
A point that feels right. That feels like ‘yeah, that’s us!’
This glorious moment in our history where we can officially announce the new name that’ll carry us the next 100 years.
Hill & Hamilton’s new name is CoverLink.
Cover because that’s what we do
One definition of cover is to afford protection or security. Another is to guard from attack.
When we put serious brainpower into quantifying what we do, cover fit. Because we guard clients from attack and we afford protection or security when they need us most.
And Link because it’s what we believe.
Link can be defined as the relationship between two things or situations, especially where one affects the other. It also serves to connect one part of a thing with another. Put simply, it unites.
We believe we represent that ‘link’ in our clients lives that affords protection – we fully recognize that each client has many components and facets to their lives and that we’re just one small part. But, it’s a part that represents significant responsibility because clients trust us to protect everything that’s important to them – that’s a responsibility we take very seriously!
The term link was also incredibly important to us because from our founding in 1920, we’ve always lived by our three core values; our three C’s:
- Always doing what’s right for our clients
- Always doing what’s right for the insurance companies we’re partnered with
- And always doing what’s right for our colleagues
While so much has changed in the past 100 years, and undoubtedly, much will change over the next 100 years, our belief is that if we constantly adhere to these three values, we’ll continue to be successful. In fact, we believe our very existence depends on our adherence to these values, which is just one reason why CoverLink resonated so well with us.
As we’ve shared this news one-on-one with clients and our partner carriers, there were three common questions / responses we routinely heard, and they almost always followed this priority:
Does this mean I don’t get to work with the same people I’ve always worked with?
The answer is absolutely no! We’re still the same people you’ve always worked with. We’re simply refreshing our brand to better reflect our culture and values, and to prepare for our future. There have been zero changes to our team, so you will continue to work with the exact same professionals you’ve always worked with.
Are you changing your name because you sold?
Again, the answer is absolutely no! It’s still the exact same ownership.
And once people were comfortable with the fact that none of these changes were going to have an impact on the people and service they’re used to receiving from us, the last comment made was usually something like:
I really like the new name, I can tell you put a lot of thought into it
To which we humbly say, THANK YOU!
And it’s certainly worth pointing out a very important fact: we are not walking away from our past. In fact, we’re incredibly proud of our 100 year history. Proud of our founders and the ideals they instilled in our organization from the beginning. And proud of the many leaders that carried on those traditions paving the path that led us to where we are today. Once again, one of the many reasons the term ‘link’ resonated with us – because it afforded us the opportunity to unite and connect our past with where we are today!
What we’ve just recognized is that what’s brought us these first 100 years isn’t necessarily going to get us through the next 100 years. So we’re paying tribute to our past, while we link to our present and prepare for our future.
The time was right for us to seize the moment and rebrand our business with a name that’s truly reflective of who we are, and what we believe. And we’re confident that CoverLink checks those boxes.
And perhaps, hopefully, now that you understand a bit more of the story that led us here, you too feel the sense of connection our new name has to our values. Our past. Our present, and our future. And equally as important, to you!
The official name change will be effective March 1, 2020.
Thanks for being a part of this journey with us! We look forward, and would be honored, to continue the journey with you for years to come!