Southern Cross targets younger market

Chris Watney

Wellbeing Starter is an entry-level plan.

“We know from our research that there is a group of typically younger people who are interested in protecting their health or the health of their family, but can’t see anything in the market that meets their needs," head of product and marketing Chris Watney said.

“In our research – which included one-on-one interviews and a survey of a further 1,500 young adults – we heard exactly what they wanted and more importantly what they didn’t. This enabled us to focus on benefits that are important to them, at a price they are willing to pay,” he said.

At the top of the list of must-haves was cover for cardiac and cancer related treatment, some surgical cover and an every-day component that could be used at the GP or physiotherapy.