This insurance brand is a leading provider of property and casualty insurance that prides itself on providing superior customer service. The company had built an effective customer acquisition model through its large network of affinity partners, but rapid and revolutionary changes in the property and casualty (P&C) insurance category were making this model increasingly difficult to sustain, including:
- Increased competition from nimble insurance technology (“insuretech”) digital shopping capabilities
- Marked rise in natural disasters (e.g. wildfires and extreme weather events) in recent years
- Rapid advancements in automobile technology that have made previously minor repairs significantly more costly
As a result, the ability to price policies competitively while maintaining acceptable margins was driving the need for more efficient and effective ways to identify the most profitable prospects and message to them in more timely and relevant ways.
About the Author
As Vice President of Marketing Strategy, Zach designs, executes, and optimizes highly-effective marketing efforts on behalf of marquee clients in automotive, consumer electronics, CPG, healthcare (DTC pharmaceutical, medical device, managed care) and non-profit/membership organizations.More Content by Zach Nelson