Life insurer AIA Australia will shift the way it presents life insurance focusing on making products more personal to the consumer and moving away from the product and technology focus previously held by the insurer.
The shift follows a review of AIA Australia’s digital presence which found a need for insurers to personalise products and use storytelling to connect consumers with insurance and insurers and to make the value of life insurance clearer.
AIA Australia, Chief Marketing Officer, Renae Smith, said the insurer knew people were not engaged by life insurance and had accepted this would be the case for the long term but had decided, based on focus group feedback in the review, to consider life insurance from a consumer perspective.
“We’ve traditionally been more product and technology-focused, as opposed to starting from the point of view of the customer.”
“We’ve traditionally been more product and technology-focused, as opposed to starting from the point of view of the customer. What we’re seeing now is that if we can create a more personal and relatable connection to our products and services that appeals to peoples’ aspirations rather than fears, and in a simple way, we can turn traditional perceptions around in a very compelling fashion,” Smith said.
“People want access to information quickly and via any device, but if we don’t appeal to them on an emotional level, we won’t be successful in changing perceptions around life insurance. Underinsurance costs the Australian government over $1.5 billion per year, so we have a huge opportunity and a strong imperative to change this situation.”
As a result of the review, AIA Australia has relaunched its website with main changes to include a simplification of products and services, access via all mobile devices and tablets, and a new semantic search function that find answers to questions based on meaning and not just keyword matches.
