Build Your Credit Union s Insurance Business with Affinity Marketing

Transcription

1 Annual Convention and Exposition Build Your Credit Union s Insurance Business with Affinity Marketing May 16, :00 11:15 a.m. Facilitated by Stephen Arnold Sponsored by INTRODUCTION Stephen Arnold, Vice President, Direct to Consumer TruStage Auto & Home Insurance Program Stephen is responsible for helping to protect members with a broad portfolio of property and casualty products through a multi-media, multi-channel approach. His management of strategic partnerships with leading national property and casualty carriers, Liberty Mutual Insurance and Esurance, has attracted more than 50% of all credit unions in the U.S. and protected over 480,000 members. Liberty Mutual Insurance : A AM Best Rating (third highest on a 16-point scale), 3 rd largest Property & Casualty insurer in the U.S., 14 year partnership with TruStage Auto & Home Insurance Esurance and Allstate Company: A+ AM Best Rating (second highest on a 16 point scale), third most shopped car insurance company among online shoppers. Stephen has been a leader at CUNA Mutual Group since 2006 and is as a Credit Union Development Educator. Stephen earned an MBA from the University of Wisconsin-Madison and continues to call Madison Wisconsin his home. TruStage Auto & Home Insurance Program Over $1 Billion of premium and more than 800,000 policies inforce Credit unions gain access to TruStage insurance through CUNA Mutual Group s successful direct to consumer program, MemberCONNECT -- protecting over 13.6 million members

2 MEMBER MOMENTS VIDEO (Video played from separate file due to size) 3 AGENDA Insurance Consumers Growth 4 2

3 PART I: INSURANCE 3 in 10 households have no life insurance protection* 61% of Americans trust credit unions, versus 23% of Americans who trust the U.S. financial system as a whole** * LIMRA, 2010 Life Insurance Ownership Study ** 2012 Chicago Booth/Kellogg School Financial Trust Index 5 CONSUMERS DRIVEN TO PROTECT FAMILIES 77% of American employees say they live paycheck to paycheck 1 $68,274 is the median income it would take a family of four to live a middle-class lifestyle 2 even though the median household income is $50, % of U.S. households with children under 18 could not meet everyday living expenses with, or if they suffered, the loss of a major breadwinner. 4 50% of U.S. households have unmet life insurance needs 5 1 Source: CareerBuilder Survey, Source: Pew Research Trends, The Lost Middle Class, Fewer, Poorer, Gloomier. August 22, Source: U.S. Census, Source: LIMRA 2010 Life Insurance Ownership Study 5 Source: 2012 Insurance Barometer Study, Understanding Consumer Perceptions of Insurance LIMRA MC D MC D 6 3

4 WHAT S STOPPING CONSUMERS FROM TAKING ACTION? 35% stated that no one has contacted me* 54% haven t gotten around to it* 56% feel they lack knowledge (difficult to know what to buy or how much to buy)* 77% are faced with competing financial priorities* *Source: Trillion Dollar Baby Growing Up, Author(s): Cheryl D. Retzloff, 8/5/2011 MC D MC D 7 DISTRIBUTION MODELS Affinity Partner Model Agency Partner Model Agency Purchase Model Hybrid Model 8 4

5 PART II: CONSUMERS 69% of members say their credit union is more likely to do what s best for them, not just its own bottom line.* * Customer Advocacy 2010: How Customers Rate US Banks, Investment Firms and Insurers, Forrester Research, March KNOW YOUR CUSTOMER (Video played from separate file due to size)

6 UNDERSTANDING MEMBERS AND THE MOMENTS THAT MATTER MOST GRADUATING FROM COLLEGE Members aged 55+ earned ADVANCED DEGREES, and their undergraduate degrees, in the SAME AMOUNT OF TIME as many Gen Yers take to earn their undergrad degrees alone. BUYING A CAR 82 Avg # of days year-olds spend shopping for a car Avg # of days year olds spend shopping for a car 100 PLANNING A WEDDING How long does it take to plan for the big day? 6.5 Months 8 Months 11 Months 1970s 1990s TODAY Source: The Changing Life Events of Credit Union Members in 2013, conducted and sponsored by TruStage MC D MC D 11 UNDERSTANDING MEMBERS AND THE MOMENTS THAT MATTER MOST SAVING FOR CHILDREN PLANNING FOR RETIREMENT Younger members are MORE LIKELY TO PLAN for their kids COLLEGE EDUCATION(S). 51% of year olds saved for their kids college education(s). Today 60% of those year olds are saving for college for each of their kids. 44% of those aged began planning for retirement at age 25 or younger. 71% of members aged began their retirement planning at age 25 or younger. Source: The Changing Life Events of Credit Union Members in 2013, conducted and sponsored by TruStage MC D MC D 12 6

7 CONSUMER CHANNEL PREFERENCES MULTI-CHANNEL EXPOSURE CONTINUES TO BE A REQUIREMENT DRIVEN BY CONSUMER PREFERENCE 83% of consumers use the Internet as part of their life insurance buying process 1 51% of new life insurance customers purchased direct, either by mail or phone 2 70% of consumers go online to get an auto quote 3 33% of consumers call a local agent or work through a call center to make their auto insurance purchase 3 1 Source: LIMRA and Life Insurance Foundation for Education (LIFE), The 2012 Insurance Barometer Study 2 Source: LIMRA, Understanding Life Insurance Buyers and Nonbuyers, Source: comscore s 2011 Insurance Shopping Report MC D MC D 13 PART III: GROWTH

8 WHAT IS A BRAND? A brand is the set of expectations, memories, stories and relationships that, taken together, account for a consumer s decision to choose one product or service over another. - Seth Godin, American entrepreneur, author and public speaker 15 WHAT IS THE VALUE OF A BRAND? A brand is an asset which can be valued For many companies, brand is the most valuable asset Per BusinessWeek: Brands account for more than one-third of shareholder value Top 10 Global Brands Brand Value ($M) As a % of Market Cap. Coca-Cola $77,839 48% Apple $76,568 15% IBM $75,532 35% Google $69,726 37% Microsoft $57,853 26% GE $43,682 20% McDonald's $40,062 45% Intel $39,385 38% Samsung $32,893 14% Toyota $30,280 19% Source: Best Global Brands 2012, Interbrand; FT Global 500, Financial Times, 12/31/

9 A BRAND CAN BE A VALUABLE STRATEGIC ASSET If this business were split up, I would give you the land and bricks and mortar, and I would take the brand, and I would fare better than you. - John Stuart, CEO of Quaker Oats from 1922 to WHAT DOES A BRAND CONSIST OF? A name A visual identity A set of values/attributes A promise (of some benefit) An experience a reason for a relationship

10 TruStage Insurance products empower credit union members to protect the achievements and aspirations of the people who matter most in their lives. MC D MC D 19 MemberCONNECT CUSTOMIZED BY CREDIT UNIONS PRODUCTS Individual Life Auto Insurance Home Insurance AD&D Medicare program Annuity (piloting in 2013) MEDIA Direct Mail Digital Media CU Referrals Cross Product Media CHANNELS Call Centers Online Mail Face-to-Face CREDIT UNION VALUE Empower members to protect the achievements and aspirations of those who matter most Create deeper and stronger member relationships Earn valuable non-interest income MC D MC D 20 10

11 TruStage.com ONLINE PRESENCE QUOTE AND BIND auto insurance online ENROLL in the no-cost AD&D coverage and have the option of purchasing additional protection ESTIMATE COST of coverage and help understand amount of life insurance needed Guided Demo MC B1 MC B1 21 SOCIAL MEDIA FACEBOOK RELATIONSHIP BUILDING & PLACE FOR CONVERSATION SOURCE OF CONTENT, SHAREABLE & CONSUMER-FACING AWARENESS OF RICH HISTORY & CONNECTION TO CREDIT UNION MOVEMENT Like Us Today! MC B1 MC B

12 MARKETING TO PROSPECTS AND CUSTOMERS PROSPECT MARKETING PILOT Inform members about TruStage products that are available as a benefit of their membership TO: Members SENDER: Credit Union CONTENT: Provided by CUNA Mutual Group CAN-SPAM/OPT-OUT COMPLIANCE: Credit Union Owns TRUSTAGE CUSTOMER MARKETING TO: Policy Owners & Inform about order status and updates on policy information Members Interested in TruStage SENDER: TruStage Educate customers about additional products available and facilitate sales process CONTENT: Created by CUNA Mutual Group CAN-SPAM/OPT-OUT COMPLIANCE: Communicate TruStage news TruStage Owns MC B1 MC B1 23 MOBILE APPS ATTRACTING YOUNGER BORROWERS Device Average Age Median Age Desktop/Laptop Tablet Smartphone

13 INTRODUCING AskAuto 25 AskAuto At the right place and at the right time Instant notifications to Members Attracts younger demographic Loan growth Tools to enable efficient mobile lending

14 BRINGING IT ALL TOGETHER (Video played from separate file due to size) 27 CONCLUSION

15 Q & A 29 Annual Convention and Exposition THANK YOU Stephen Arnold Vice President, Direct to Consumer TruStage Auto & Home Insurance Program CUNA Mutual Group stephen.arnold@cunamutual.com 15