Providers pumping money into adverts featuring celebrities who do not believe in protection cover is a “complete waste of time and money”, according to Nina Brown, protection adviser at Pam Brown Mortgages.
Participating in Protection Review’s ProtectX7 event this morning, Brown told an online audience adverts promoting protection cover need to be relatable to effectively resonate with customers.
Brown contended that life insurance adverts on television featuring Tyson Fury were not relatable as she did not think he believed in the product.
But she praised AIG’s May podcast featuring former A Place In the Sun presenter Jonnie Irwin – who since being given a terminal cancer diagnosis has been extolling the virtues of critical illness cover – as “completely relatable”.
“Something like that is completely relatable,” Brown added. “You buy into the product, the provider and the story.
“So, that is a great example as to how providers can be using advertisements to promote this industry.
“I think for providers it’s a complete waste of time and money getting celebrities and influencers to promote a policy if they don’t actually truly believe in it.”
Client journeys
Brown also touched on client journeys – citing Vitality giving Apple Watches to customers for free in returning of hitting activity targets last year as a great way of keeping customers engaged.
For her own part, Brown said she prefers to engage clients through face to face meetings, holding annual reviews to ensure their circumstances have not changed.
This also helps to maintain client understanding and ensure customers are aware of all of the benefits they receive which is the primary reason they will retain the policy.
While Brown added she uses her own terminology to explain complex terms in these meetings, she expressed concerns clients can become confused when paperwork from providers arrive necessitating a further appointment just to explain all the terminology they see in the terms and the conditions in their policy summaries.
When technology comes into its own
But it is at this point after the point of sale that technology comes into own, Brown continued.
Brown explained that before the point of sale more of a human touch is required but after this point technology is the “best and greatest” way to connect with clients and make sure they are fully engaged and to continue their client journey.
But ultimately, relatable communications are the key to ensuring clients are engaged with the process, Brown concluded.
“For me, it’s very simple. It’s just being relatable. It is making sure that every person has a story to tell and therefore is fully insured, fully protected and knows exactly what they get.”
