For an optimal site experience, we recommend using a different browser.
Using Internet Explorer may prevent you from accessing, and some site features may not function as expected.


Language of insuring successful families individuals

skip to main content


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

9-4 million
9-4 million
9-4 million
9-4 million

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


dentist from
Orange County, CA


15 years

with the same
standard carrier

$2.5 million

replacement value of her new home


Busy with

building her practice
and saving for her kids college

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

These prospects
are being

promised a lot

And they are

largely satisfied

Our approach

To get the answers we needed, we partnered with Maslansky + Partners, a language strategy firm, and went right to the source. We started with agents sharing their ideas about what works best with prospects. Then we tested a host of different messages in regional focus groups to understand what language was emotionally engaging, credible, and motivating—and why. And then we conducted a nationwide survey to optimize and validate the insights.

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).

Watch our research story

Our commitment to your growth

Discover how Chubb is investing in our agents and brokers, and finding ways to connect with successful individuals and families so that – together – we can build our partnership and our presence in this marketplace.

Watch the video Download

Our research approach

Find out why the path to brand loyalty is through emotional connections, and how we plan to use our language research to help our agents and brokers dislodge affluent customers from standard carriers.

Watch the video Download

The opportunity

Learn why people are skeptical of insurance companies and how Chubb can help set you apart from the rest, with research-tested phrases you can use to capture mindshare and be more successful.

Watch the video Download

Key insights for our partners

Understand what to say and what not to say, to grow your business by truly connecting with successful individuals and families (spoiler alert: don’t call them “affluent”). 

Watch the video Download

The bottom line

Relate to our target audience's success - not their "high net worth"

So instead of
"affluent" or "high net worth"


"Successful, accomplished"

Highlight examples of everyday quality – not extravagant extremes

So instead of
"Whether you
have a Maserati
or a Picasso…"


"Whether you
have a Mercedes
or custom cabinetry…"

Lead with a better experience - not just better coverage

So instead of
"Make sure your
policy is written
for you"


"You deserve someone
who will treat you
with empathy and compassion"

Stay positive – don’t focus on the negative

So instead of emphasizing “risk”


emphasizing “protection”

Emphasize how you can do what’s right for them – not just that you’re independent

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”

Show them your differentiated value – without knocking the competition

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!

Research paper

The language of insuring successful families and individuals




Quick Reference Messaging Guide

The language of insuring successful families and individuals



Advanced reading

Want to really nerd-out? Check out these brainy
articles on cognitive biases and decision making.

Thinking Fast and Slow Summary

Watch the video

Cognitive Biases: Reference Dependence & Loss Aversion

Watch the video

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

“the original affluent insurer”

“offering premier coverage”

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.

where we are now

The new Chubb language

Find out how Chubb’s new key messages articulate our value proposition – and how you can weave that language into your conversations to tap into our industry's largest growth opportunity.

Watch the video Download

Get the skinny on the new Chubb language

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.