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FOCUS INSURTECH     25.09.2017

70 senior figures from the UK's top insurance brands joined Fountain, Kyan and Google for an hour of actionable insight and demonstrations from the cutting edge of insurance product design and marketing.

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What insurers need to know to successfully position, launch and market a digital product in 2018.    

[Google event summary]



Kyan Account Manager Olly Percival launched proceedings with a summary of how changing consumer expectations have forced innovation in the insurance industry. 

Specifically, the growing trend for individualised brand experiences, made possible by the unbundling of core services into easily customisable micro-products.

Evolving in this direction allows insurers to easily make previously intangible benefits tangible, by giving consumers a sense of control. It's a powerful concept; doing something as simple as moving one product into an app-based "experience" can completely re-frame how consumers perceive value. This has a huge impact on brand loyalty and retention in this new age of automated comparison and incentivised switching. Engaged users are those who have invested time downloading, exploring a product and are able to control aspects of it. Insurance brands are allowed into their day-to-day lives becoming more than an inscrutable security investment.

Next was Dan Watson, Head of Product at Kyan. He carried out an impressive bot demonstration to show how new, intelligent technologies easily integrate into the customer experience.


The term "bot" has quickly become associated with webchat, but these don't just provide another customer service touchpoint, they can link information from multiple databases, accelerating solutions and shortening the process of making a claim. What could be more important in a sector that steps in when customers are more likely to be coping with emotional extremes whilst engaging with a complex process? 

Dan then moved on to demonstrate up-front sensor technology, and how integrating this into the smart-home of the future can save insurers money.


Rachel Murray, Digital Marketing Consultant and Fountain's Business Development Manager is an expert at identifying digital growth opportunities.


She covererd the three critical success factors when using digital marketing to launch a product. Rachel went into considerable detail explaining how to reduce wasted media spend, forecast profitability and take market share on existing services.

Fountain's approach to reducing risk involves reorientating the way digital marketers think about strategy to focus on goals before working backwards to identify which activities will be the most profitable. 

Rachel explained how to set a starting point using Cost-Per-Acquisition and Conversion Rate, using these to accurately forecast the profitability of target keywords in Paid Search.  

Then, how to use the power of conversion rate optimisation to double sales or enquiries for the same media spend. Finally, how to build remarketing funnels to keep users engaged during a lengthy buying process.



Google's Meaghan Rogers shared the latest platform developments and new marketing opportunities. We'd love to share these with you here, but as a Premier Partner Agency, we're obliged to keep upcoming goodies under wraps, unless you're part of the invite-only guest list to one of our free Focus events at Google HQ, which you can sign-up to using the black button below.


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