Language of insuring successful families individuals
At Chubb, we are actively investing in ways to help our independent agents and brokers grow their business. It’s a partnership; we’re working together with you to help more clients get the protection they need.
We know that our agents and brokers do a good job of building relationships and converting prospects into clients. At Chubb, we are investing to generate more leads for you and help you market even more successfully, by suggesting ways to cut through the noise and effectively reach potential clients. People are bombarded by messages all day long, which is why we have invested in innovative language research to identify which words and messages cut through the clutter and create an emotional connection. Those are the ones that will help you tap into the largest growth opportunity in our industry – dislodging successful individuals and families from their current, standard carriers – by helping them realize the benefits of working with specialized experts: you and us.
We have significant room to grow together
Source: Capgemini Financial Services Analysis, U.S. Wealth Report 2015, Spectrem Group's Market Insights Report 2017 and publicly available market premium data and U.S. census.
Who are our prospects?
Meet Susan
You likely have met many prospects like Susan, individuals who have the right assets, the right income, and insurance needs you are well suited to address. You do a great job of closing the deal when you get them to sit around a table with you. We’d like to bring more prospects for you to meet with and we continue to actively market to generate more leads for you. But as you market to them directly, you may find that they are generally satisfied with their current coverage with a standard carrier and are bombarded with marketing messages. That means you’ll need a way to pique their interest, so they’ll want to explore what you and Chubb can do for them. Our research is here to help.
Understand the playing field
Read more about our research methodology
Phase 1
Our work began with significant input from independent agents who sell Chubb insurance and key internal stakeholders, leading to the development of a range of approaches for articulating the value of insurance from a specialty carrier.
Phase 2
We conducted regional focus groups in New York City, Chicago, and Seattle in March 2017 with more than fifty high net worth prospects currently insured by a standard carrier. During each session, prospects reacted to messages with Instant Response dial technology on a moment-to-moment basis.
Phase 3
We took all we learned in the focus groups to create optimized messages that were tested further in a nationwide survey in April 2017 (n=800, MoE 3.46% at 95% confidence).
The bottom line
So instead of
"affluent" or "high net worth"
"Successful, accomplished"
So instead of
"Whether you
have a Maserati
or a Picasso…"
"Whether you
have a Mercedes
or custom cabinetry…"
So instead of
"Make sure your
policy is written
for you"
"You deserve someone
who will treat you
with empathy and compassion"
So instead of emphasizing “risk”
emphasizing “protection”
So instead of
“Other agents aren't free to recommend what they think is best”
“I will tailor a comprehensive plan that prioritizes your needs, and I can advocate on your behalf”
So instead of
“Ordinary insurers may substitute inferior quality for your home's most distinctive features”
“With us, you'll never have to substitute inferior quality for your home's most distinctive features”
Want to learn more? You got it!
Advanced reading
Want to really nerd-out? Check out these brainy
articles on cognitive biases and decision making.
At Chubb, we are always looking for ways to improve the experience of our clients, give them more than they expected, and delight them at every transaction. The language study we conducted has also helped us to put our value proposition into words, reflecting what makes us special and what it means to be a Chubb client. This language has been tested thoroughly and will help you articulate our value proposition to your prospective clients and business partners. Simply put, it helps us say, “This is the kind of experience you get when you come to Chubb.”
The opportunity
Historically Chubb has been marketed as
We have the opportunity to connect emotionally if we adapt our language.
The key shift
While agents and brokers recognize that Chubb is a superior carrier that provides better coverage, target prospects were most impressed with proof points of how an experience with you, partnering with Chubb, would make them feel.
Agent Marketing Center
Agents and brokers are vital to Chubb’s success. To help you grow faster and more efficiently, we’ve created resource centers, tools, and programming you can use, and are actively investing in research and partnering with industry experts to share with you the best ways to understand and work with successful families and individuals.
