Roundstone Insurance selected Spire as its agency partner to help strengthen its brand positioning and transform its website into a modern experience built for both education and conversion. The partnership pairs one of the healthcare industry’s most respected captive insurance providers with Spire’s strategic approach to B2B brand building.
Founded in 2005, Roundstone pioneered the self-funded medical group captive as a smarter way for small and midsize businesses to fund employee health benefits in an insurance market long impacted by rising costs, limited transparency, and few good alternatives to traditional coverage. Today, more than 1,000 employers rely on Roundstone for greater control, transparency, and proven savings.
The Challenge: A Unique Provider in a Crowded Category
For nearly two decades, Roundstone’s marketing has centered on education — teaching benefits advisors and employers how group captives work and why they matter. This approach built a loyal, engaged audience of customers that trust Roundstone’s experts as the definitive voice in captive health insurance.
But success invites competition. As the group captive model and alternative insurance markets became more well known and competitive, Roundstone needed messaging that made its unique value unmistakable — and a website designed to convert both employer and advisor audiences based on their specific needs. The legacy site was content-heavy and academic, rich in substance but not tailored with key sales messaging or intuitive paths to become a customer.
Roundstone knew exactly what made them different. They partnered with Spire to say it in a way that resonates.
“We’ve always known what makes us different, and yet we didn’t know how to articulate it in a way that would resonate with our key audiences,” said Whitney Cornuke, Chief Marketing Officer at Roundstone. “What we needed was a partner who could help us distill two decades of category leadership and industry jargon into a story that moves people to act. Spire did exactly that, and the new site finally looks and sounds like the company we’ve always been.”
– Whitney Cornuke, CMO of Roundstone
“What we needed was a partner who could help us distill two decades of category leadership and industry jargon into a story that moves people to act. Spire did exactly that, and the new site finally looks and sounds like the company we’ve always been.”
From Education Authority to Conversion Engine
Spire began with strategy, working with Roundstone’s leadership team to sharpen the brand’s positioning. The result was a platform that reframed Roundstone’s story around the people it serves, leading with the conviction that employers and their teams deserve better than a system stacked against them, and positioning Roundstone as the proven partner that levels the playing field. What were once complex service descriptions full of industry jargon became a clear, compelling narrative built to sell.
That messaging platform became the foundation for a complete website transformation. Spire rearchitected the site around the buyer’s journey, rewrote copy for key pages, and evolved the visual brand identity through beautiful, modern design. Roundstone’s logo and color palette remained intact, while the rest of the experience evolved to stand apart from the cold, corporate feel common across healthcare websites.
The engagement included:
- Organic search strategy
- Brand messaging and positioning
- Website strategy and information architecture
- Website design, copywriting, and development
Built to Convert and Already Delivering
The new Roundstone website launched June 1st. Alongside the redesign, Spire developed a thoughtful SEO strategy to improve organic search performance, as well as a robust event- tracking infrastructure that connects conversion goals with sitewide analytics and reporting platforms. This approach enables the Roundstone team to measure engagement across educational content, including podcasts, webinars, and blogs, as well as track key conversion actions like form submissions. Since launch, on-site form submissions have increased significantly — proof that the right message, delivered through the right experience, will turn qualified interest into action.
“Roundstone has the best story to tell when it comes to employee benefits. Our job was to make sure you don’t have to be an industry insider to get it,” said Julia Johnston, Principal & Account Director at Spire Agency. “Now the brand’s benefits, warmth, confidence, and conviction come through everywhere, and the site is converting the audience they’ve earned. We’re excited to keep building on that momentum with the Roundstone team.”
Spire brings a strong track record of helping B2B organizations clarify their positioning and accelerate growth through strategic branding and marketing. In 2026, Spire was recognized among the world’s top B2B agencies in the Clutch Global Awards, following its ranking on the Clutch 1000 list of the world’s top agencies.
Founded in 2005, Spire is a full-service B2B branding agency partnering with companies such as Mouser Electronics, Equify Financial, and Flexifloat. Known for its strategic approach to branding and marketing, Spire helps organizations articulate their value, build trust, and stand out in competitive markets.
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