NEW YORK – At a time when buzzwords like “disruption” and “innovation” dominate brand narratives, FM Global is leaning into something older — much older. The commercial property insurer’s core identity hasn’t changed since its founding in 1835: prevention over payouts, said Rebecca Bardol Marino, assistant vice president and senior brand strategist at FM.
“We like to think of ourselves as an engineering firm that happens to sell insurance,” she said in this interview with Lisa Granatstein, editorial director of Beet.TV. “It’s all about stopping the loss before it happens.”
That mindset, rooted in the beliefs of FM’s Renaissance-man founder, continues to shape how the company positions itself in a crowded insurance market. Rather than leaning on actuarial tables, FM uses engineering expertise and data to anticipate and mitigate risk. It’s an approach that resonates with clients dealing with everything from natural disasters to cyberattacks.
“We don’t just help protect buildings — we help protect purpose,” Bardol Marino said. “And that has a ripple effect. It supports employees, communities and economies.”
‘We’re nerdy – cool nerdy’
While FM competes in the commercial insurance space, Bardol Marino said it’s FM’s legacy and people that set it apart.
“We’re nerdy — cool nerdy,” she said. “But passionate. Whether you’re the CEO or on the brand team, everyone at FM is deeply committed to the work we do.”
That work is often complex and invisible — exactly why building strong client relationships is essential. In the business-to-business world, Bardol Marino said, trust is the real product.
“You’re not selling sneakers or soda. You’re selling the promise that a factory won’t burn down. That’s not glamorous, but it’s incredibly important,” she said. “Our clients need to know that we see the risks before they become disasters.”
Despite the technical rigor and sober mission, FM’s brand tone is anything but dry. Bardol Marino sees an opportunity to humanize what can often be seen as a dull industry.
“Selling commercial property insurance is hard. That’s why I always say the real badasses of branding are in B2B,” she said. “But our story is rich, and our purpose is clear: we help people sleep at night.”
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