Neil MacDonald Digital Marketing Director

Digital Customer Acquisition

April 2015

Genworth Lifestyle Protection

Genworth is a specialist in global Lifestyle Protection insurance with operations spanning Europe, Latin America and Asia.

Our insurance products are offered by business partners at the point where a consumer is making a financial

commitment, for example through taking out a car loan or a credit card.

These credit-linked products protect customers when they can’t meet repayments on specific

financial commitments. We cover illness, accident, unemployment, disability and death.

Our portfolio also includes a range of standalone insurance propositions such as

Income Protection, Personal Accident, GAP (Guaranteed Asset Protection) and Cancer

Protection.

Genworth LPI offers a range of specialist and expert services to bring your insurance

proposition to life.  Services include product development, marketing solutions and an

award-winning digital customer experience in the form of Web Claims.

In this short paper we focus on the many different ways we help you – the client – offer

Lifestyle Protection products to your customers through digital media.

Our ExpertiseGenworth builds world class, responsive websites – using the

latest technologies such as HTML5 and CSS3 – that adapt to

work perfectly on tablet and mobile.

Genworth is also building and hosting

websites on behalf of its clients, allowing

them to rapidly build out new digital sales

channels in new markets. The graphic to

the left shows screens from a site recently

developed with a Finnish client.

Acquisition Client Enabling

As a B2B partner, Genworth is focused on enabling clients to create new digital sales channels for their products, whether in an agent-facing

POS environment (eg bank branch or auto dealership), or in a self-service customer-facing environment (kiosk or home)

Genworth works with you to deliver a range of business models, from standalone sales platforms to integrated sales and resolicitation

systems, all of which are supported by expert Digital Marketing and Technology functions

DigitalServices

Presence Customers & MediaGenworth helps develop content for its client’s social media platforms, supporting general insurance campaigns or product-specific campaigns

Genworth also provides content for corporate website(s), such as engaging copy that describes product need & product benefits, case studies, graphics and info graphics

And where appropriate, Genworth provides content for local or showcase websites such as product sites or distributor/ dealer sites

Services Customers & ClientsGenworth offers an award-winning Web Claims platform

where your customers create their own account, register a

claim, upload supporting documents and track their

claim online

A Client Portal site allows clients to review

corporate dashboards, SLA reports and

commercial updates, documents,

presentations and minutes online. It’s a

place where clients can also explore their

own data using Genworth hosted data

mining tools

Digital Sales Models

DIGITALSILVER

DIGITALSILVER

DIGITALGOLD

DIGITALGOLD

LINK PASSES BASIC CUSTOMER DATA

Exchanging secure customer data enhances the

customer experience.

DIGITALDIAMOND

DIGITALDIAMOND

TARGETED MARKETING PLUS

WEB LINK

A fully integrated insurance proposition

with core sales and re-solicitation.

POS(POINT OF SALE)

POS(POINT OF SALE)

AGENT-FACING

TOOLS FOR YOUR

SALES TEAM

Agent-facing tools

that support full

customer

engagement in a

branch or a showroom

environment.

CLIENT-HOSTEDCLIENT-HOSTED

WHERE YOU DO

MOST OF THE WORK

You build the channel,

with full support from

us on sales process

compliance and

engaging product

content.

LINK OPENS STANDALONE

WEBSITE

An easy-to-deploy model requiring

almost zero investment from you.

Digital Silver

Add a digital sales channel without the need for an

IT project.

We build and manage it for you. The only thing you

need is a link from your website to the new website.

We do everything else.

The sales website is configured so that the customer

experiences your branding the whole way through the

customer journey.

We don’t pass customer data with the link, making it

easy to obtain security approvals.

The ideal model for standalone insurance products

such as CI, PA or CCP.

Disruptive change… without the disruption.

OURDATABASE

SALES WEBSITE

WHY HOW BUY

WRITE POLICYTO TIA

YOURDATABASE

SALES MI

OPENWEB SALES

YOUR WEBSITE

ACCOUNTS PAY INSURANCE

SALES WEBSITE

WHY HOW BUY

YOUR WEBSITE

ACCOUNTS PAY INSURANCE

Digital Gold

With a little more work we customise the experience.

This time we put the link inside your web bank and

include secure customer details such as name,

identity number, loan or card details.

The sales site opens in a ‘personalised’ mode and

includes a personalised quote, based for example on

the loan amount or the current credit card balance,

and with illustrations showing premium costs at other

balance levels.

Great for credit-linked insurance products

such as PPI.

A personalised customer experience with minimal IT

resource on your side.

OURDATABASE

SALES WEBSITE

WHY HOW BUY

CUSTOMER NAME ID NO. XXXXX

WRITE POLICYTO TIA

YOURDATABASE

SALES MI

OPENWEB SALES

Name, Loan Details,Card Details,Card Balance

CUSTOMER NAME ID NO. XXXXX

ONLINE BANK WEBSITE

CUSTOMER NAME

YOUR ACCOUNTS

CURRENT €1,370

SAVINGS €8,954

LOAN €5,000 DR

PROTECTED

PROTECT?

Digital Diamond

The Diamond model places the insurance

proposition at the heart of your business.

If you offer products such as loans or credit

cards online, we help build an insurance

proposition into the heart of the online sale.

We also help integrate a customer’s insurance

status into their web banking overview, allowing

them to protect their finances at any time.

The ideal model for credit-linked insurance

products such as PPI.

Puts the insurance proposition at the heart of

your business. YOURDATABASE

OURDATABASE

SALES WEBSITE

WHY HOW BUY

CUSTOMER NAME ID NO. XXXXX

OPENWEB SALES

Name, ID,Product

SALES MIUPDATE

WEB BANK

WRITE POLICYTO TIA

ONLINE BANK WEBSITE

CUSTOMER NAME

YOUR ACCOUNTS

CURRENT €1,370

SAVINGS €8,954

LOAN €5,000 DR

PROTECTED

PROTECTED

Point of Sale (POS)

The models we have looked at so far have been

customer-facing sales channels.

In showrooms, bank branches and brokers, agent-facing

systems support customer sales discussions, quotes,

sales and even local policy fulfillment.

These types of systems can be adapted to run on tablets

or mobile devices to sit comfortably within your sales

environment.

If the customer chooses not to buy at the POS, quotes

can be saved and details emailed to the customer for

activation later.

MI ensures that the agent receives credit for the sale.

THE POS SYSTEM PROMPTS THE AGENT

WITH KEY SELLING POINTS

THE AGENT OBTAINS A PERSONAL QUOTEFOR INSURANCE ONLINE

INSURANCE QUOTE

BUY NOW SAVE

€15 PER MONTH

KEY BENEFITS

Client-Hosted

If you have access to your own IT resources you may decide

to build the entire system yourself.

In these situations we are happy to support you by

providing consultancy to support the digital sales process.

We can also help provide engaging product marketing

content for your website such as product information,

graphics, case studies, info graphics, posters, e-posters or

videos… whatever works best in your market.

And we are happy to help develop key marketing

messages for your Facebook, Twitter, YouTube, LinkedIn

and other social media channels.

Digital Marketing Support

You may remember an American film called ‘Field of

Dreams’ where the main character believes that ‘if you build

it, they will come’.

As we know with websites, this is not always the case.

We can help you produce engaging product marketing

content for your website such as product information, graphics,

case studies, info graphics, posters, videos or animations…

whatever works best in your market.

And we are happy to help develop key marketing

messages for your Facebook, Twitter, YouTube, LinkedIn

and other social media channels.

We can even help you set up ‘in-store’ marketing areas with

sales websites running alongside product videos or

animations, with poster or digital display content.

Plan for the unexpected! Medical protection from as little as €5 a month.

Medical problems? Don’t let them become financial problems.

We worry about your finances so you don’t have to.

Count on us to protect you and your loved ones with a tax-free lump sum if you fall seriously ill.

Statistics show your income drops by 70% when you get sick.

Ready When You Are!

Genworth is ready to work with you to design a digital

solution that works for who you are, where you are

and how you want to take your first steps.

Silver and Gold models can be rapidly deployed to

your markets on a test & learn basis.

Or if you prefer to build the site yourself with our

help, let us know and we’ll be happy to advise on

sales process and provide you with outstanding,

engaging content.

Genworth… your partner in Digital.

Contact the Digital team at DMR@genworth.com.