Daily Insurance Industry News
Daily Insurance Industry News
Sunday 26th of May 2019
February 21, 2012

Aviva puts new spin on family protection sales

by Gill Montia

Story link: Aviva puts new spin on family protection sales

Aviva puts new spin on family protection sales

Aviva has revamped its support to advisers to help them overcome barriers in selling family protection.

The insurer wants advisers to emotionally engage with consumers by focusing on the positive aspects of family life and opening up conversations around “What makes your family special?”.

By switching the emphasis from protection products to family life, they should be able to change the way people talk and think about protection.

The initiative is backed by new material that can help facilitate the right kind of conversation and provides insights into potential life stage triggers, as a means of pinpointing hidden protection needs.

All has been designed with a focus on families rather than finances, to help advisers create empathy with clients.

Further backing for advisers involves a re-run of Aviva’s TV advertisement featuring Paul Whitehouse, which is being shown on mainstream channels from 20th February.

The insurer’s head of protection sales and marketing, Louise Colley, says: “We want to show how together we can protect the precious things that are unique to each individual family.”

She adds: “By providing a financial cushion, as well as giving invaluable peace of mind, we can help to keep those special moments special – whatever the future holds.”


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