Marketing financial services: Reimagining the insurance sector

This article looks at how several insurance brands in the south-east Asian market overhauled their offering by using behavioural data to offer value exchange.

Reimagining the insurance sector

Gabor Koska and Aurelia Leopold Kantar TNS

Marketing Financial Services

This article is part of a series of articles on marketing financial services. Read more.

Insurance brands suffer from poor differentiation and high price sensitivity. Consumers need to be engaged, using behavioural data to offer value exchange, as Manulife did when it identified a need for rewarding healthier living.

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