The guidelines below help maintain consistency and clarity in our communications about Pinnacol to present a unified brand.
Customer definition
At Pinnacol, we care for both our policyholders and injured workers. For this reason, we refer to both our policyholders and our injured workers as 'customers'.
Customer vs Policyholder Language
When referring to a policyholder, it's best to use the term 'customer' instead of 'policyholder'. Our customers are much more than just a policy to us– they're our valued partners and neighbors. Using language like 'customer' instead of 'policyholder' helps to communicate our caring nature. An exception to this rule is when directing a customer to the Policyholder Portal.
Gender-Neutral Language
Refrain from using gender-specific language such as workmans' comp, fireman or fisherman. Instead, use gender-neutral language such as workers' comp, firefighter or fisher.
