Advantage through insight
In an environment of change, with digitisation, generational shifts and increasing regulatory oversight, the way SMEs select insurance has evolved. It means that brands participating in the insurance value chain need to demonstrate increased value to their customers and audiences.
Therefore, communicating and campaigning Vero has relied on market insights – with two key findings underpinning direction:
– An emerging generation of SME business owners buy their insurance in different ways
– Many are chronically underinsured
Accordingly, as SME owners forgo the help of insurance brokers, they risk running their business without sufficient coverage.
Developing the strategy
The direction was for Vero to play the role in reestablishing broker relevance among SMEs, thereby opening up pathways to increased preference and loyalty.
By giving them tools to help their clients, Vero would hero the insurance broker, thus supporting them throughout their business processes.
And by undertaking highly targeted B2B/C campaigns, Vero closed the loop, focusing on business owners to help drive pull through while supporting brokers.
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