CommInsure launches adviser marketing plan

Underinsurance reaches $1.37 trillion

By Christine St Anne
Wed 24 Mar 2010

The life company has rolled out an extensive marketing strategy aimed at its risk advisers.

CommInsure has launched a marketing campaign directed at its risk advisers in a bid to grow the client base and address Australia's underinsurance problem.

The campaign, which was developed over six months, was launched at a series of national roadshows with around 1000 advisers attending the seminars.

"Our advisers have had a difficult time following the GFC [global financial crisis]. We wanted to re-energise their passion for insurance," CommInsure head of marketing Michael Browne said.

The smart adviser marketing campaign includes information on client engagement, a client referral program, tips on how to avoid complaints from the Financial Ombudsman Service and information about marketing to different generations.

"Marketing is important for advisers to grow their businesses, however, 63.8 per cent of our advisers surveyed had no marketer in their business," Browne said.

Quoting statistics from research firm Business Health, Browne said client engagement could boost business for an adviser by 287 per cent.

The strategy includes a website and brochures. Over 40 per cent of advisers have already engaged with the online service.

"The truth is that we have a serious underinsurance problem in Australia. Marketing can help tap into people's awareness about their insurance. By increasing client referrals we can get more people in the door to address their underinsurance needs," CommInsure head of advice distribution Todd Kardash said.

Australians are now underinsured by $1.37 trillion, according to the latest research from the Investment and Financial Services Association.

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