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Understanding the Protection market
Adviser area– If you’re a customer please visit the customer section
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Click to view page: Marketing ideas and opportunities guide - Opens in a new window
(application 1 B)This useful guide will help you with hints and tips on how you could promote your adviser services to existing and new clients — how to use data, campaign planning, selecting the right channel, choosing the most effective tactics and more.
Market segments and opportunities
Here is a useful summary of the key segments for protection, explaining core needs and potential messages you might include in your marketing.
| Audience | Products | Message |
|---|---|---|
| The self-employed Typically, age 25 to 60 | Life Protection and critical illness cover | No sick pay: How long could your client manage if they were diagnosed with a critical illness and are unable to work? Who’s going to look after their family if they are no longer around with no employer benefits available? |
| Member of employee benefit scheme | Life Protection and critical illness cover | Is the typical employer cover of 4 x salary enough to look after their family? A regular protection review is essential to achieve full protection |
| Employed but not in an employee benefit scheme | Life Protection and critical illness cover | If they haven’t joined a company employee benefit scheme, then their family won’t get death in service benefits |
| First home buyers Typically, around age 30 | Life Protection and critical illness cover | Your client may have a life insurance policy in place to protect their mortgage but what happens if they are seriously ill? |
| Young families | Life and critical illness cover and income protection | Fully comprehensive protection for your client’s family, and don’t forget to add income protection from your preferred provider |
| Over 50s | Life protection | Time for later life planning – funerals, lifetime gifts, legacies and Inheritance Tax planning |
Focussed resources
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