Fidelity Life rebrand

Fidelity Life have rebranded and announced the launch of Sharecare, a healthcare app.

The rebrand project included detailed research and interviews with 2,000 consumers and took a year. It highlighted the need to appeal to consumers and build trust.

Sharecare is a global digital health company that assists people with managing their health all in one place. Advisers will be able to register for the app in early April to try it out before clients will have access to it in May.

Clipboard01


Difference between marketing and sales

Marketing is declarative while sales is interrogative.

That means I have to stand up and say something. There's the courage to do that and the content of what is said. 

What we have to say, why it is important - my experience is that the better these things are, the less I have to worry about the courage. In fact, when I find something interesting or exciting enough, I can't keep away from the keyboard, or the whiteboard, and just have to share it in the meeting. The excitement and the energy take care of the whole process. 

But then when someone is interested enough to pay attention, the change of gear is needed. I need to be curious about them. Why are they interested? What is the point of connection between what they are trying to achieve and what I am trying to achieve? What would they like to do next? And so on. 

Thanks to Fred Dodds for the first line of this piece. 


Icebreakers for financial advisers

Bryce Sanders at ThinkAdvisor has some pointers for discussing the role of a financial adviser. Sanders says that most people don't know what advisers really do, and the essence of the discussion should be that: 

  • You help keep your clients on track
  • You help clients save money
  • You act as something of a therapist as well as a life coach in financial matters
  • You share the pain

Click here to read more


"All kinds of insurance" and other marketing fails

If you are one of those insurance advisers that has written on the back of their card that you "specialise in all kinds of insurance" then I'm sorry, but I think you need some new business cards. You aren't specialising if you do everything.

It's easy to get caught up with the idea of being attractive to large numbers of people. There are about 2.7 million kiwis that can afford and probably need some insurance. Perhaps you feel that you don't want your business card to turn any of them away. But that isn't your big problem. Largely, these people are apathetic about insurance as recent FSC research painfully underlines. Besides, you don't need that many - you need just a few to really want to deal with you.

That's your big problem. In fact it's our big problem - the industry, insurers, advisers, group providers, HR departments, and more.

While we spend our time obsessed with being attractive to as many people as possible, we become mediocre, and fail to stand out enough to get the attention of even a few motivated souls that would see something that makes them think "that's the one, I think I'd actually like to talk to them."


Australia: ASIC set to ban cold calling

The Australian Securities and Investments Commission (ASIC) is set to ban cold calling for life and consumer credit insurance sales from January 2020. This has change has been justified as addressing poor sales practices that ASIC believes has led to unfair consumer outcomes. This ban will not apply if the marketer provides the person they are calling with personal advice. It is another sign of the shift in conduct expectations that creates an incentive for a financial provider to choose to step into advice provision and the supervisory regime that surrounds it. We may experience similar incentives in this market. Click here to read more

 


nib marketing programmes

Announcing special offers for consumers and marketing support for advisers nib writes:

Dedicated marketing campaigns – More healthy client conversations

We’ll help you start new conversations with prospective and current clients with campaigns that springboard off topics of concern and interest. Like our offer for new members to WIN one of thirty $500 MTA Gift Cards!