Powered by MOMENTUM MEDIA
moneymanagement logo
 
 

TAL seeks to improve awareness of life insurance value

TAL/product-launch/life-insurance/life/risk/

26 April 2019
| By Hannah Wootton |
image
image image
expand image

Many Australians don’t see the benefit in life insurance products until it’s time to make a claim, leading TAL to launch a digital campaign to try to engage customers with the value of such products.

The Value of You campaign aimed to highlight the role these products played in consumers’ lives, featuring videos of Australians telling their loved ones what they meant to them. This was intended to contrast to the value they placed on objects such as their house, cars and possessions, presumably as these were areas of insurance with which people were more likely to engage.

“’The Value of You’ was designed to tackle that challenge [of disengagement] by revealing to people that their most valuable asset is – themselves – by enabling them to see their own value through the eyes of those they love most,” TAL’s chief customer and brand officer, Alex Homer, said of the campaign.

“Our metrics show that the ‘Value of You’ campaign played an important role in driving an uplift in category consideration, engaging millions of Australians across the country with their own value and connecting them with the important emotional contribution they make to the lives of their families and loved ones.”

Homer believed that consumers’ disconnect with the value of life insurance stemmed from the fact that the times they needed to claim on the products were fewer, even though they were more significant, than other insurance types.

Read more about:

AUTHOR

Recommended for you

sub-bgsidebar subscription

Never miss the latest news and developments in wealth management industry

MARKET INSIGHTS

Significant ethical issues there. If a relationship is in the process of breaking down then both parties are likely to b...

2 weeks 5 days ago

It's not licensees not putting them on, it's small businesses (that are licensed) that cannot afford to put them on. The...

3 weeks 5 days ago

So we are now underwriting criminal scams?...

6 months 3 weeks ago

After last month’s surprise hold, the Reserve Bank of Australia has announced its latest interest rate decision....

3 weeks ago

WT Financial’s Keith Cullen is eager for its Hubco initiative to see advice firms under its licence trade at multiples which are catching up to those UK and US financial ...

3 weeks 4 days ago

While the profession continues to see consolidation at the top, Adviser Ratings has compared the business models of Insignia and Entireti and how they are shaping the pro...

6 days 1 hour ago

TOP PERFORMING FUNDS

ACS FIXED INT - AUSTRALIA/GLOBAL BOND
Fund name
3y(%)pa
1
DomaCom DFS Mortgage
74.26 3 y p.a(%)
3