Convex cycles for dementia research

Convex Insurance is sending 60 employees to cycle the entire coastline of Great Britain in 24 hours, as part of its employee-led Dream Pitch programme that turns staff ideas into reality.

Now in its seventh year, the Dream Pitch programme gives employees the opportunity to pitch ideas that Convex can turn into a reality, with this year's challenge covering over 7,120km, the equivalent distance of London to Mumbai.

Convex has partnered with Alzheimer’s Research UK since 2020, with the six-year partnership having raised over £1.8 million for the charity.

Ashley Stockwell, CMO at Convex, said, "We are incredibly proud of the Convex Dream Pitch and how it continues to bring people's passions to life.”

The challenge reflects a broader shift among insurance brands toward employee-led initiatives as a tool for building external brand credibility, originating from a single employee pitch.

It has since grown to involve over 160 cyclists across more than 100 routes, illustrating how long-term internal programmes can generate significant external marketing impact.