Protection insurers should share stories explaining the how and why behind their product development, according to Kate Garraway.
Pictured left in conversation with In
Jo Miller, the Good Morning Britain host (pictured) told delegates at an event organised to celebrate the Income Protection Task Force’s (IPTF’s) , 20th birthday that insurers need to tell stories of what has worked as well as the thinking behind the development of the product.
“What inspired you to set this new product up?” Garraway said.
“I think people would be interested to hear that to try and make yourself seem less like the enemy.”
Garraway maintained that often people are sceptical about insurance.
“What they’re looking for when they go onto websites is the cheapest, but that might not necessarily be the best product and what they actually need,” Garraway continued.
“And so storytelling is really important – storytelling of case studies that have worked and also storytelling of what you’re trying to do as companies for those of us out there and what it can offer.”