It's time to shine your light

A Canadian insurance advice business I keep a close eye on constantly publishes good information about insurance – their knowledge, clients tips, difficult cases, changes in the law, and more.  Although much is specific to their market, I mention them because they are an exemplar of a business letting their market know how expert they are. That’s just one. There are hundreds around the world, even thousands. There aren’t many here.

Rather than plunge into a long list of things you need to do in order to make your marketing better. Let’s pause, and consider why these things are important.

Customers are faced with more and more complexity all the time. All those ‘simple’ products being sold by direct insurers often add, dizzyingly, to complexity. All the nagging in the media and by government agencies to become ‘financially literate’ makes people worry.

Family structures are more complex. Tax rules, home loans rules, and work are all more complicated. KiwiSaver is a simple scheme. But it is one more financial instrument most people didn’t have to worry about a 10 years ago.