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The language of insuring successful families and individuals

individuals on differing levels

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.

The opportunity

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.

What we found
What we found

We have significant room to grow together

amount investiable wealth is up as of 2014, totalling %15.2 Trillion
of U.S. households could be millionaires by 2021
of affluent households and 75% homeowners insurance premium are still with standard carriers
8-10 million
households are underserved by standard insurerers and should be with independent agents and brokers


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 propects?
Who are our propects?

Meet Susan

  • 40-year-old 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.

woman with brown hair in lab coat and face mask

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

The bottom line
The bottom line

What we've learned

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

So instead of "affluent" or "high-net-worth" try using "successful" or "accomplished"

Highlight examples of every day quality - not extravagent extremes

So instead of "Whether you have a Maserati or a Picasso..." say: "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", use: "You deserve someone who will treat you with empathy and compassion"

Stay positive - don't focus on the negative

So instead of emphasizing "risk" you should focus on "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", consider: "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 distrinctive features", say:

"With us, you'll never have to substitute inferior or quality for your home's most distinctive features"

Want to learn more?

Research paper

The language of insuring successful families and individuals

Quick reference guide

The language of insuring successful families and individuals

The new Chubb language


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.”

man and woman hiking
The opportunity

Connect emotionally

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.

Helping articulate our value proposition Play icon
Watch and learn key messaging

Helping articulate our value proposition

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.

Get the skinny on the new Chubb language

We look for ways to say yes.

We respond quickly.
Adjusters respond to claims within 24 hours, and, once approved, can issue payment within 48

We’ll do what’s right for you.
If you need a place to stay during repairs, we’ll arrange for a premium hotel, or find a similar type of home in your school district.

We look for ways to do more.

We help make sure you have no gaps.
You get comprehensive, not patchwork protection.

We look out for you.
You get a proactive partner to help prevent issues from happening in the first place.

You’re more than a claim. You’re our client.

Raise your expectation of what your insurer should deliver.


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.

two individuals talking with laptop