CGU Insurance embraces Australia’s multicultural community

Brooke Hemphill

CGU Insurance, an Australian insurance brand, targeted small businesses and migrants when it pivoted from a B2B model to a direct-to-consumer business model.

Insurance brand CGU historically targeted its offering to insurance brokers but in 2017, the business made the decision to cut out the middleman and go direct to the consumer. The move was driven by a number of factors: flagging trust in financial services, the rise of the digitally savvy consumer and a desire to own the end-to-end customer journey.

“We know that great brands are built by consistently delivering on the brand promise through every touchpoint the customer has... The problem was that the broker ultimately owned the customer and therefore we were relying on them to deliver on our...

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