FifthWall Solutions Rebrands as UKON

FifthWall Solutions today unveiled its new corporate identity: UKON.

The move marks a strategic evolution from wholesale broker to cyber insurance marketplace.

Our mission is simple: every business has the right to survive a cyber attack.

Originally founded in 2015 by Doug Wright following a severe cyber breach, FifthWall grew into the first dedicated cyber-only wholesaler in the United States. Its purpose was clear: help brokers and partners secure better coverage through streamlined access to more than 50 top carriers. Built on trust, speed, and strategic depth, that foundation still fuels the company today.

UKON is the next chapter.

This rebrand introduces more than a name. It introduces an identity aligned to a larger strategy. The new logo features a magnetized needle, a direct reference to the compass instruments used to navigate the unchartered wilderness of the Yukon Territory. Like the Yukon River, one of the most powerful and previously uncharted rivers in the world, cyber insurance has long been difficult to map and move through. UKON sets out to change that.

Chief Marketing Officer Matt Hightower led the creative and brand development alongside UK-based creative agency Vida Creative, beginning in November 2024 with an in-person branding workshop.

“Vida helped us reconnect to our ‘why’ and gave us the strategy and language to bring our brand vision to life,” said Hightower. “They understood the parallels between the Yukon Territory and the unchartered world of cyber risk. What they delivered was more than branding material or strategy. It was clarity.“

“We’re thrilled to have partnered with the FifthWall team to shape and launch UKON’s new brand and website,” said Ellen Hedley, Director of Vida Creative. “As a breakthrough platform in the cyber insurance space, UKON represents a bold step forward and we’re proud to have played a role in helping the team define their positioning and share it with the world.”

Hedley and Vida Creative led the complete rebrand initiative including the website redesign, brand positioning, and visual language. Vida’s Design Director, Chris Stephenson, crafted UKON’s new brand elements, drawing from raw geography and navigational iconography to produce a visual identity rooted in precision and strength.

The result is now live: a new name, a new logo, a new mission, a new purpose.

UKON, as a platform, was first introduced to the MSP community at XChange in March of this year. It will formally launch at Pax8 Beyond 2025 on June 8, where UKON is a Platinum Sponsor. Attendees can experience live demonstrations at Booth 314 and hear directly from the team during a main stage presentation on June 10.

The UKON Founders Club, a limited early-access program for MSPs aiming to drive revenue as Cyber Risk Advisors, remains available by invitation.