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AEGON DSO First Time Life Insurance Buyers (FTIBs) By Marion Guthrie & Scott Lill, 7/24/2007  ,[object Object],[object Object],[object Object],[object Object],[object Object]
Market Size 46% of all life insurance sales come from first time insurance buyers (FTIBs).  According to LIMRA, there are  approximately 4.12M households annually who buy life insurance for the first time Insurance Sources: 2005 LIMRA Trends in Life Insurance Ownership Among US HH's/ 2004 LIMRA US Buyers/Non-Buyers of Life Insurance US HH's (114mm) Source: U.S. Census Bureau, Current Population Survey, 2006 Annual Social and Economic Supplement * Shopping for life insurance defined as meeting with agent/submitting and application 20% Feel they need  life Insurance 23M 12% Likely to Buy  14M 5% Shop 6M 4% Buy 4M 114,000,000 US HH’s
Market Research Objectives & Design ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We conducted primary market research (both quantitative and qualitative) in order to develop a holistic view of our target and spur growth through customer-driven insights.
Demographics FTIBs have HH Incomes $50k+ and are under 40.  The majority are young couples with children. ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product, Price Preferences Term Life Insurance was the most popular among buyers who could recall what they purchased. Consistent among buyers and prospects, the top 3 coverage amount levels are $500k+, $100-$199k and $200-$299k Prospects and Buyers plan to pay/do pay about $50 a month Here’s what they want - Term insurance, high face amounts, and they’re expecting to pay about $360 - $600 annually.
[object Object],A different customer - more attractive than our base Our Traditional Customer/FTIBs ,[object Object],[object Object],[object Object],[object Object]
[object Object],[object Object],[object Object],[object Object],Marketing to FTIBs FTIBs are a tremendous market opportunity
The Life Insurance Buying Process ,[object Object],[object Object],[object Object],[object Object],[object Object],Let’s examine the buying process and the barriers to making a purchase 1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Interest Trigger Psychographics – From me to we – from spontaneity to plan ahead – from invincibility to just in case 3 – APPLY 1 – INTEREST TO BUY 2 – RESEARCH 4 – PURCHASE
[object Object],[object Object],[object Object],Life insurance is a new topic to FTIBs.  Even after buying, they still don’t feel educated. Purchase Barrier 1 – INTEREST TO BUY 2 – RESEARCH 3 –APPLY 4 – PURCHASE
FTIBs are tech savvy, online and expect to be independent and in control. They try to learn about life insurance ” I went to Google first, I just typed in “insurance questions,” and see what comes up.” “ I’d rather look online myself, take my time to figure out what I need.” ,[object Object],“ They wouldn’t give you a quote unless you filled out your name and stuff.  I didn’t want to do that.”’ ,[object Object],“ No I won’t give out my info, definitely!  Not until I’m ready to buy but not when I’m still doing research.” 1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE
The usually easy to understand (mostly unbiased) Wikipedia, offers a lengthy and confusing article on life insurance. Researching life insurance online is confusing and it isn’t easy. Purchase Barrier
FTIBs want anonymity but the aggregators like this top paid search link have other ideas Aggregators hit you right off with asking for a lot of personal information.  Purchase Barrier
[object Object],“ I don’t want cookie cutter.  I want something customized for me.” “ I want it to be customized, with my age, my kids, what we should have, how much we need.  And not just how much we need but also what type of policy is best for our particular situation. They want a policy that is customized to meet their unique needs from a trusted resource. Purchase Barriers ,[object Object],“ You never know if agents are selling you what they make the most money out of, or if it’s really something best for you.” “ Insurance companies are all about loopholes.”  1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE
MetLife home page has a lot of products and information.  So much that it is overwhelming. Also – question of objectivity.  Am I getting good advice? Insurance companies web sites are developed to capture the lead and then have the agent contact the prospect. Purchase Barrier
[object Object],What do they do next? “ Their commercials always show two old people sitting at the kitchen table.”  ,[object Object],[object Object],47% learned about the policy they purchased from a friend, family member or a financial advisor 1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE
[object Object],[object Object],Prospects go into the insurance buying process thinking they can control the process, but find it too confusing.  As a result they need to find an insurance expert to help. Attitudes towards agents change
[object Object],[object Object],[object Object],They give in to the purchase reluctantly because they lack confidence in their  research and their insurance decision.  The result is procrastination and failure to complete the sale. ,[object Object],[object Object],[object Object],They Give In to the Purchase Process 1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE 1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We need to develop a new sales model that compliments their independent online buying desires and that overcomes the purchase barriers There’s a gap between how they want to shop and how they can shop so they often get stuck in phase 2  The Shopping Gap “ This much money sounds like too much, this much sounds like too little.  It can’t possibly be good.  Are the agents out to get something extra, are they trying to sell you a policy you really don’t need?  What is a policy that’s custom designed for my family and my needs?  I just haven’t found it,  I’ve been looking seriously for six months.”  Jennifer, F, 35, mother of 3 young kids 1 – INTEREST TO BUY 2 – RESEARCH 3 – APPLY 4 – PURCHASE
The Solution
Introducing the  Policy Builder * A remarkable interactive experience that gives consumers the path to purchase life insurance. TurboTax comes to Life Insurance. *  Policy Builder is a working title and may change as we move forward Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Process ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Tell me about yourself and I’ll help build the right life insurance coverage  for you .” ,[object Object],[object Object],[object Object],[object Object],Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Process ,[object Object],[object Object],[object Object],[object Object],[object Object],“ Your health and lifestyle determine how much your insurance will cost.  I’ll ask you some questions about your health to determine your premium.” ,[object Object],[object Object],[object Object],Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Process “ Here is your personalized insurance solution.  You can adjust the coverage to see the impact on your rates.” ,[object Object],[object Object],Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ You just have a few more steps to go to protect your family.”  ,[object Object],[object Object],[object Object],Transition from education to purchase needs to be done effectively without traditional “high pressure” tactics. Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Process ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],“ I’ll email you a reminder at each step so you know exactly what to expect.” Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Process “ Congratulations, your coverage is now in place.  You can print your policy by clicking the link below.  Would you like to leave feedback on your experience or refer a friend?” ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Determine Need Health Status Plan  Recom- mendation Complete App & ParaMed Coverage In Force
The  Policy Builder  Sales Process Lead (web visit) Recom- mendation Apply 1 st   Pymt. Cond. Cov. ParaMed Exam U/W Coverage Policy Builder Abandon process Shop, decide, delay No payment No exam Denied/Lapse Capture Email Purpose of email so recommendation can be saved for later. Live chat/800# to get questions answered Use conditional coverage as a way to be protected during health screen. Provide endorsements/ testimonials to instill trust in buying now Save/print recommendation and return later Reminder emails – focused on insurance need - you’re not protected yet Payment is required for conditional coverage. Exam is positioned as a positive – free health screening, lower rates, more coverage. Improve ParaMed convenience – go to location. Reminder emails about making/keeping appointment. Pre-screen in health status module to limit denials. Multiple tiers to issue more. Timely communication of U/W decision with explanation. Immediate e-fulfillment of policy. On-going payment via CC or PAC. Typical fall-off points in moving from a lead to a sale Solutions Policy Builder process addresses key lead abandon points and drives to a sale.
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Keys to Success Our Goal: To create a life insurance tool and program that we would recommend without hesitation to friends/family.
FTIB Creative Approach
Communication Goals  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Be the first source consumers turn to when they realize they need to buy life insurance.
A Consistent Marketing Message ,[object Object],[object Object],[object Object],[object Object],[object Object],Finally, a hassle free way to figure out your life insurance needs and buy the product that’s best for you!
Creative Approaches Tested 1. 4. 3. 2. ‘ Personalized for you,’ ‘customized,’ ‘in control,’ ‘no pressure,’ ‘build your own policy’ resonated I like the idea of being able to build my own customized product Don’t scare me! I like the message! Show me future milestones but stay clear of Hallmark Moments
Recommended Creative Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand Credibility Statements Tested ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],FTIBs want facts and numbers, not just established brand names.  We have what it takes to be credible.
Additional Branding Insights ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Recommended Branding Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],The name needs to clearly communicate what we are about while being simple and easy to remember
Marketing Approach
Marketing Challenges ,[object Object],[object Object],[object Object],[object Object],[object Object]
Make Consumers Aware of a Unique New Way of Learning About And Buying Life Insurance Tease Consumers With Strong and Unique Messaging Delivered via Both Traditional AND Guerilla Media Channels Insert the Stonebridge FTIB Solution Into Consumer Dialogue - Known as the place to go when you need life insurance Drive Consumers to a Central Hub Web Site With the Policy Builder tool at its Core Convert Consumers by Offering Them a New Level of Simplicity, Understanding, and Personalized Solution to Life Insurance Deliver on the Simplicity and Understanding Platforms with Strong, Simple Messaging, Fully-Integrated Communications Elements, Fully-Trained Telemarketing Staffers, and Ongoing Retention Efforts The  Integrated Sales  Solution – Media Strategy AIR COVER – awareness via traditional media and PR GROUND SUPPORT – action via word of mouth
Traditional Media – Create Awareness  ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Word of Mouth – Drive Action ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Other Alternative Approaches ,[object Object],[object Object],[object Object],[object Object],[object Object]
Proposed Agency Launch Strategy ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],This is only an initial proposal and will be refined as we move into the development phase of the Policy Builder.
What if we integrated our distribution approach into our product offer? An Alternative Marketing Approach
What does this mean? ,[object Object],Use new distribution channels for a new generation of insurance consumers Public relations, endorsements, on line, referral and viral marketing! NO AGENTS,  COMMISSION Our marketing costs would be drastically reduced.
How do we do this? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],This would create a truly remarkable offer – a superior buying experience coupled with lower premiums.  The best of both worlds.
The Details ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
The Impact ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Financial Comparisons ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Success Measurements ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],New metrics will be needed regardless of the approach we take.
Implementation Strategy
Implementation Approach ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],We are recommending a phased approach where business requirements are fully defined, development proposals are obtained including budgets and timelines.  These would be approved prior to any work/expenditures being done.
Implementation Process Phase 1   Create Detailed Blueprint & Budget 6 weeks  Final testing & adjusting of all parts/systems includes  final design elements (PB, web, internal systems, coordination thru out) Marketing strategy - Place media and PR Phase 2 Build Elements 16 weeks PB&WEB =$731,500 Production & Media = $2.8M Phase 3 Test and Execute (4-6 weeks) Launch  Work with experts to develop the Policy Builder logic and recommendations. Construct the policy builder and web site  – includes IT and creative elements - Test design and prototype against consumer “super panel”  Product Development - File in group & individual states and get approvals – load on internal systems Begin internal system projects to integrate insurance and application with the Policy Builder including customer communication touch points. Finalize marketing launch strategy and develop creative elements Policy Builder & Web Site – Research and obtain technology resources and financial/insurance expertise Determine external creative resources to create consistent image for PB tool, web site and marketing communications Product development – finalize product design requirements including re-insurer and Para Med partner, admin support details and system integration scope Develop detailed scope of work and budget.  Present to Executive Team for approval
Preliminary Policy Builder Development Budget Preliminary examination of costs for Policy Builder and Web site estimated at $700K.  In Phase I, we will nail down resources, development costs and budget.

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First Time Life Insurance Buyers

  • 1.
  • 2. Market Size 46% of all life insurance sales come from first time insurance buyers (FTIBs). According to LIMRA, there are approximately 4.12M households annually who buy life insurance for the first time Insurance Sources: 2005 LIMRA Trends in Life Insurance Ownership Among US HH's/ 2004 LIMRA US Buyers/Non-Buyers of Life Insurance US HH's (114mm) Source: U.S. Census Bureau, Current Population Survey, 2006 Annual Social and Economic Supplement * Shopping for life insurance defined as meeting with agent/submitting and application 20% Feel they need life Insurance 23M 12% Likely to Buy 14M 5% Shop 6M 4% Buy 4M 114,000,000 US HH’s
  • 3.
  • 4.
  • 5. Product, Price Preferences Term Life Insurance was the most popular among buyers who could recall what they purchased. Consistent among buyers and prospects, the top 3 coverage amount levels are $500k+, $100-$199k and $200-$299k Prospects and Buyers plan to pay/do pay about $50 a month Here’s what they want - Term insurance, high face amounts, and they’re expecting to pay about $360 - $600 annually.
  • 6.
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  • 10.
  • 11.
  • 12. The usually easy to understand (mostly unbiased) Wikipedia, offers a lengthy and confusing article on life insurance. Researching life insurance online is confusing and it isn’t easy. Purchase Barrier
  • 13. FTIBs want anonymity but the aggregators like this top paid search link have other ideas Aggregators hit you right off with asking for a lot of personal information. Purchase Barrier
  • 14.
  • 15. MetLife home page has a lot of products and information. So much that it is overwhelming. Also – question of objectivity. Am I getting good advice? Insurance companies web sites are developed to capture the lead and then have the agent contact the prospect. Purchase Barrier
  • 16.
  • 17.
  • 18.
  • 19.
  • 21. Introducing the Policy Builder * A remarkable interactive experience that gives consumers the path to purchase life insurance. TurboTax comes to Life Insurance. * Policy Builder is a working title and may change as we move forward Determine Need Health Status Plan Recom- mendation Complete App & ParaMed Coverage In Force
  • 22.
  • 23.
  • 24.
  • 25.
  • 26.
  • 27.
  • 28. The Policy Builder Sales Process Lead (web visit) Recom- mendation Apply 1 st Pymt. Cond. Cov. ParaMed Exam U/W Coverage Policy Builder Abandon process Shop, decide, delay No payment No exam Denied/Lapse Capture Email Purpose of email so recommendation can be saved for later. Live chat/800# to get questions answered Use conditional coverage as a way to be protected during health screen. Provide endorsements/ testimonials to instill trust in buying now Save/print recommendation and return later Reminder emails – focused on insurance need - you’re not protected yet Payment is required for conditional coverage. Exam is positioned as a positive – free health screening, lower rates, more coverage. Improve ParaMed convenience – go to location. Reminder emails about making/keeping appointment. Pre-screen in health status module to limit denials. Multiple tiers to issue more. Timely communication of U/W decision with explanation. Immediate e-fulfillment of policy. On-going payment via CC or PAC. Typical fall-off points in moving from a lead to a sale Solutions Policy Builder process addresses key lead abandon points and drives to a sale.
  • 29.
  • 31.
  • 32.
  • 33. Creative Approaches Tested 1. 4. 3. 2. ‘ Personalized for you,’ ‘customized,’ ‘in control,’ ‘no pressure,’ ‘build your own policy’ resonated I like the idea of being able to build my own customized product Don’t scare me! I like the message! Show me future milestones but stay clear of Hallmark Moments
  • 34.
  • 35.
  • 36.
  • 37.
  • 39.
  • 40. Make Consumers Aware of a Unique New Way of Learning About And Buying Life Insurance Tease Consumers With Strong and Unique Messaging Delivered via Both Traditional AND Guerilla Media Channels Insert the Stonebridge FTIB Solution Into Consumer Dialogue - Known as the place to go when you need life insurance Drive Consumers to a Central Hub Web Site With the Policy Builder tool at its Core Convert Consumers by Offering Them a New Level of Simplicity, Understanding, and Personalized Solution to Life Insurance Deliver on the Simplicity and Understanding Platforms with Strong, Simple Messaging, Fully-Integrated Communications Elements, Fully-Trained Telemarketing Staffers, and Ongoing Retention Efforts The Integrated Sales Solution – Media Strategy AIR COVER – awareness via traditional media and PR GROUND SUPPORT – action via word of mouth
  • 41.
  • 42.
  • 43.
  • 44.
  • 45. What if we integrated our distribution approach into our product offer? An Alternative Marketing Approach
  • 46.
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  • 53.
  • 54. Implementation Process Phase 1 Create Detailed Blueprint & Budget 6 weeks Final testing & adjusting of all parts/systems includes final design elements (PB, web, internal systems, coordination thru out) Marketing strategy - Place media and PR Phase 2 Build Elements 16 weeks PB&WEB =$731,500 Production & Media = $2.8M Phase 3 Test and Execute (4-6 weeks) Launch Work with experts to develop the Policy Builder logic and recommendations. Construct the policy builder and web site – includes IT and creative elements - Test design and prototype against consumer “super panel” Product Development - File in group & individual states and get approvals – load on internal systems Begin internal system projects to integrate insurance and application with the Policy Builder including customer communication touch points. Finalize marketing launch strategy and develop creative elements Policy Builder & Web Site – Research and obtain technology resources and financial/insurance expertise Determine external creative resources to create consistent image for PB tool, web site and marketing communications Product development – finalize product design requirements including re-insurer and Para Med partner, admin support details and system integration scope Develop detailed scope of work and budget. Present to Executive Team for approval
  • 55. Preliminary Policy Builder Development Budget Preliminary examination of costs for Policy Builder and Web site estimated at $700K. In Phase I, we will nail down resources, development costs and budget.

Editor's Notes

  1. First Time Life Insurance Buyers (FTIBs) were identified as a high potential customer segment representing strong future value and a good strategic fit for DSO The Consumer Segment team has been charged with developing an innovative marketing plan to successfully capture this segment
  2. Our secondary research provided us with an estimate of the market size 114,000,000 total US Households 8% buy life insurance annually (9M) 46% of life insurance buyers are FTIBS (4.14M) Buyers and non-buyers and Trillion Dollar Baby
  3. We conducted primary market research (both quantitative and qualitative) in order to develop a holistic view of our target and spur growth through customer-driven insights. Objectives: 1. Validate DSO’s FTIBs target segment hypothesis against real-life insurance prospects 2. Understand life-event triggers, motivations, selection criteria, shopping process, influencers, pricing threshold, category perceptions, existing brand affinity, and other factors that affect purchase 3. Identify products, services, marketing channels, messages and tactics that are most compelling to FTIBs
  4. Buyers have term life insurance While more than 30% (can’t recall+general) couldn’t identify the specific type of policy they had. Prospects don’t know which type of life policy they would buy.
  5. Highly motivated to buy life insurance Plan to buy in next 6-12 months Attractive target segment Younger than existing Stonebridge customers – longer potential customer lifespan Likely in better health & better educated Higher HHI Higher coverage value and premium levels Here’s count of Term Policies currently in force in Ingenium broken down by coverage amounts. Please let me know if you need additional information. (Total Term Life policies in Force: 116,467     Under 100,000 115,823 >100,000 and <300,000 644 >300,000 0) Count Of Active PBLIC Policies Coverage Amount 61896 $100,000 to $299,999 31 $300,000 to $499,999 48 $500,000+ 485959 0-$99,999
  6. Arrival of a child About a fourth of all respondents decided to buy life insurance because they “simply realized that they needed it” but data showed that a majority of these respondents have children 0-5 Arrival of a child was the leading life event that triggered life insurance purchase They become “Planners and Protectors” Highly motivated to buy in the next 6-12 months triggered by parenthood Want to “prepare for the unexpected”, “allow family to maintain std. of living”, “have peace of mind” They envision future milestones (e.g. graduations, weddings, buying a home) They expect changes in their lives They are not motivated by aging, getting sick or dying “ Now that I have a child and another child coming, and we’re talking about college already and their weddings, I don’t want my wife to ever have to tell them that we can’t afford this because Daddy didn’t plan well. I’m determined that they will have they need. I’ve seen people who had passed and had life insurance. To me, their family’s life was so much easier. The house was paid off and the burial. It wasn’t a struggle.” - Ryan, 28, father of a young child
  7. About a fourth of all respondents decided to buy life insurance because they “simply realized that they needed it”. Data showed that a majority of these respondents had children 0-5 - The implication is that while this subset did not report the arrival of their child as directly related to their insurance purchase, it is still considered a factor. Arrival of a child was the leading life event that triggered life insurance purchase Parenthood, far outpaced other life events like engagement, marriage, buying a home “ When you have a family, you want them to be comfortable even if you’re not around. Actually especially if you are not around, you don’t want them to suffer any more than they had to.” Tom, M, 34, father of young child “ If my husband who works were to die, who’s going to keep us in the house, who’s going to cover the education? You'll need money to buy you time to figure out what to do before you go on with the rest of your life.” Marilyn, F, 35, mother of 2 young kids
  8. Life event triggers interest to buy Parenthood, engagement/marriage, other dependents Rising mortgage, debts, news of an expected death, sense of personal and financial vulnerability In a M/F joint-decision household where the male takes home a majority of the household income, FTIBs tend to pursue one policy for the male but the female often initiates the need for his life policy – she is the key instigator and influencer
  9. Believing life insurance companies aren’t targeting them, they turn to trusted resources.
  10. Prospects have a more negative attitude toward agents than recent buyers. More prospects feel agents care more about commission while buyers feel most agents are informed and helpful. More prospects prefer to apply online compared to the buyers who used an agent to purchase. Prospects go into the insurance buying process thinking they can control the process, but find it too confusing. As a result they need to find an insurance expert to help. 63% of FTIBs prospects think agents are biased, limit their options, create undue pressure and are more interested in their own commission than the buyer’s needs
  11. We need to establish credibility early on as the go-to resource and cultivate affinity, create rapport and action opportunities to hook them along the continuum. “ After doing a lot of research and even sitting down with an agent, I still think my level of knowledge is at a 2 out of 5. I’ve only become more confused and frustrated. The agent is just trying to press me and said she is telling me everything I need to know. But I’m not sure. I’d rather do more looking around online without the pressure.” Rochelle, F, 30, single with no children
  12. Change the way people buy life insurance by… Helping consumers understand if/why they need life insurance Providing them with a personalized insurance recommendation Demonstrating how their recommendation satisfies their needs Presenting options to keep costs affordable Putting the consumer in control so there is never any pressure Making the consumer feel smart and savvy, not lost and confused Making the life insurance buying process enjoyable
  13. Understanding that we need to be different. We need to show empathy and consideration to the fact that these people are stepping into unknown territory. They want to feel like others like them have been there before. The images and lifestyles chosen MUST represent who they are and what they need. Let them know this is for them and them alone, not for their parents. This is life insurance for the next generation of consumers – they are the next generation; make sure the images clearly indicate this. The photography must be of real people in real situations. It’s not about glossy, overly happy people living the perfect dream. It’s about being quietly confident you are in complete control of your life. Yes there are stresses, but Stonebridge can help you overcome then by delivering the security blanket you need.
  14. Understanding that we need to be different. We need to show empathy and consideration to the fact that these people are stepping into unknown territory. They want to feel like others like them have been there before. The images and lifestyles chosen MUST represent who they are and what they need. Let them know this is for them and them alone, not for their parents. This is life insurance for the next generation of consumers – they are the next generation; make sure the images clearly indicate this. The photography must be of real people in real situations. It’s not about glossy, overly happy people living the perfect dream. It’s about being quietly confident you are in complete control of your life. Yes there are stresses, but Stonebridge can help you overcome then by delivering the security blanket you need.