Ren Fujita / Chief Marketing Officer
Perspectives from a life in leadership.
The latest essay
Response rate and cost per application reward advertisements that promise more than a policy pays. An insurer should judge its advertising by how many claimants find the payment smaller than they expected, and its board should see that figure beside acquisition cost.
Read the essayResponse rate and cost per application reward advertisements that promise more than a policy pays. An insurer should judge its advertising by how many claimants find the payment smaller than they expected, and its board should see that figure beside acquisition cost.
I once sold ranking positions on an insurance comparison site. Insurers should stop buying any position a reader would not recognise as paid at the point of reading, and should judge comparison partners by how long their policies stay in force rather than by the cost of an application.
Asking a relative to join the sale is the most familiar safeguard for applicants aged 75 and over. For direct sales by telephone and online, I argue that a second conversation on a different day, with the applicant heard alone first, protects them better.