News of TAL’s media campaign to help young Australians understand the value of life insurance attracted plenty of reader interest this week…
TAL has unveiled a new brand platform to reflect its stated mission to make life insurance easier and more accessible.
‘Life Takes Guts – Protecting it should be easy’ celebrates the courage people show when faced with different challenges, and positions life insurance as supporting their resilience, says TAL Chief Customer and Brand Officer, Alex Homer.
The campaign is based on feedback to the firm that many people find life insurance complex and difficult to connect with, particularly younger Australians, who, says Homer, often view it only as death cover and therefore less relevant to their stage of life.
“Australians want to feel in control of their future, yet life insurance can sometimes seem complex and easy to put off,” he says.
“We’re focused on making every customer experience easier – giving people confidence with control. This means accessible products they understand, great service, and above all, genuine support and care when making a claim.”
He says the firm is simplifying how it talks about life insurance, using two clear categories:
- Living Insurance – IP, Critical Illness and TPD and
- Life Insurance
Homer says that despite rising underinsurance levels, the company’s research found that many younger Australians think life insurance is only about death cover, and something they don’t need to worry about until later.
However, 74% of claims TAL paid in its last financial year were Living Insurance benefits, supporting recovery after an accident or illness, which can happen at any age.
“We want to start a conversation with young people and people who may not think life insurance is for them,” says Homer.
“When you think about losing the ability to earn an income, to pay your bills, or support your family, it’s clear this is a product of value.”
