Author: pvaartrijk

Peter van Aartrijk is co-founder and principal of Chromium, a San Francisco-based brand strategy firm with clients in food and beverage, technology, and financial services. ( He also serves as Chairman of Aartrijk, a consultancy based in Fairfax, Virginia, providing strategic and tactical communication services for carriers, agents, brokers, technology firms, member organizations, and other business partners to the insurance industry. ( Peter has 30 years of experience in brand management and branding, including advertising, consumer research and education, marketing, public relations, publishing, and online development. As a spokesperson for the insurance industry, he has appeared on CNN, CNBC, Fox, and network TV, and has been quoted in The Wall Street Journal, The Washington Post, USA Today, Kiplinger’s Personal Finance Magazine and other national media. Prior to forming Chromium in 2012 and Aartrijk in 1999, Peter served as Vice President of Communications for the Independent Insurance Agents & Brokers of America, a leading association of 300,000 members. There he developed and launched a consumer marketing campaign that reached a combined 250 million households annually. That campaign and subsequent research laid the groundwork for a consumer brand, Trusted Choice®. Peter began his career as a newspaper reporter and moved to editorial positions with Best’s Review and National Underwriter. He served as Director of Media Relations for the Insurance Information Institute. He has been a columnist for Independent Agent magazine for 20 years. Peter is a graduate of Rutgers University (English and Journalism). He is a faculty member of IIABA’s Virtual University and the National Alliance for Insurance Education and Research. He chairs the Agency of the Future workgroup for Agents Council for Technology. He is active in the Insurance Marketing Communications Association, and is past president of the Insurance Media Association. He is co-founder of Channel Harvest Research, which conducts popular studies of independent agents’ attitudes of insurance carriers. ( Peter is a frequent speaker on issues of brand, marketing, and the competitive position of the Independent Agency System. He authored Zoom: Focusing on Brand Dominance, a branding guidebook for agents and brokers, printed in 2004 and with subsequent updates.