The protection industry should come together to co-create content and campaigns with the communities it is trying to serve, advisers have urged.
They also called for the campaign to include a new national framework for inclusive financial education.
This is according to advisers Health & Protection spoke to for our July analysis into making customer communications more accessible.
Justin Harper, chief marketing officer at one of the country’s largest protection insurance intermediaries LifeSearch, said such a campaign would mean working with real renters, self-employed mums, people managing long-term conditions and “not just talking to them, but with them”.
“This kind of co-creation helps build trust, relevance, and reach. Don’t just impose and sell protection insurance,” Harper told Health & Protection.
“Embed it,” he continued. “Educate and offer the right cover, at the right time and where the consumer is.
“At LifeSearch, we’ve seen the power of partnering with brands and communities that people already trust. It works – and if done across the industry, it could transform how protection is perceived and adopted.”
Similarly, Sheun Oke, managing partner and CEO of Emergenzz Financial Services (pictured), called on the sector to create and fund a national framework for inclusive financial education, co-led by advisers, community leaders, and consumer voices.
“This could include grassroots outreach, media campaigns in diverse languages and formats, and regular forums for feedback and story-sharing,” Oke told Health & Protection.
“One of the key initiatives championed by Emergenzz Financial Services is Operation Catch ‘Em Young in Finance,” Oke continued.
“This programme involves organising educational sessions in schools, community groups, and youth organisations to raise awareness about the wide range of opportunities within the finance and insurance sectors.
“Our goal is to inspire and inform the next generation, encouraging them to consider careers in these fields from an early age by highlighting the positive impact and long-term potential they offer.”
Read the full analysis here: Why positive storytelling matters in helping protection insurance reach underserved communities