Broking break: Top tips to target new clients more effectively
Chris Cowan at market research specialist Clusters outlines five things brokers can do to better understand their clients.
Insurance broking, like many professional services, has long used over-generalised demographics as a method of categorising individuals.
Age and gender, however, do not reflect a potential client's barriers, motivations and propensity to change package or broker. By asking more pertinent questions of your target client base, brokers can better understand how to market to them effectively.
1. Divert away from demographicsRecognise that demographics generalise to their detriment. Of course
Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.
To access these options, along with all other subscription benefits, please contact info@insuranceage.co.uk or view our subscription options here: https://subscriptions.insuranceage.co.uk/subscribe
You are currently unable to print this content. Please contact info@insuranceage.co.uk to find out more.
You are currently unable to copy this content. Please contact info@insuranceage.co.uk to find out more.
Copyright Infopro Digital Limited. All rights reserved.
As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (point 2.4), printing is limited to a single copy.
If you would like to purchase additional rights please email info@insuranceage.co.uk
Copyright Infopro Digital Limited. All rights reserved.
You may share this content using our article tools. As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (clause 2.4), an Authorised User may only make one copy of the materials for their own personal use. You must also comply with the restrictions in clause 2.5.
If you would like to purchase additional rights please email info@insuranceage.co.uk
More on Broker
Marsh partners with F1
Global broking giant Marsh has teamed up with Formula 1 as the series’ first official insurance broker partner and official risk partner.
JMG eyes £1bn GWP as it hits £500m
JMG Group has achieved £500m gross written premium during the financial year, setting it sights on hitting £1bn GWP within five years.
Wholesaler Ceta adds renewal hub to portal
Ceta has launched a renewal hub for property business on its Infinity Portal as it labelled renewals “the single biggest revenue battleground” for any intermediary in a softening market.
WF Risks eyes new branches as CEO bemoans lack of M&A opportunities
WF Risk Group has established a new office in Edinburgh under the sub-brand ‘WF Risk Insurance Brokers’ and is looking at other prospective launches across UK and Ireland headed by further senior hires.
HNW broker sets out growth plan as MD reaches 25-year anniversary
Family-led broker Lumley Insurance has unveiled a growth plan to enter a new phase of development as it marks 25 years of managing director John Lumley at the helm.
Adrian Flux renews deal with partner of 22 years
Top 100 UK broker Adrian Flux has renewed with its premium finance provider of 22 years.
Jensten recruits Swindle from Ardonagh-owned Geo
Jensten has swooped for Geo Underwriting CEO Jaime Swindle as its new CEO of product and distribution.
Five years of growth on the bounce for Miller
Miller grew revenue by 15% to £314m last year marking its fifth consecutive annual rise.