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Case study

Powerful Customer Marketing to Increase Program Growth

A new client was experiencing declining marketing results because the membership had been over marketed with a small number of products. See how our segmentation and customer upgrade strategies led to a 33% increase in program premiums after one year.

The Challenge

When AGIA assumed responsibility for the insurance marketing and administration for this professional association, the client’s program included 4 core product lines. However, these products had been heavily marketed to the membership, and acceptance rates had started to decline.

The Solution

AGIA launched a comprehensive action plan to identify and implement new ways to create program growth. We:

  1. Analyzed the current customer demographics and purchase preferences. As a result, we identified an opportunity to increase the amount of insurance purchased by existing insureds. Historically, members had purchased very low benefit amounts, especially for Term Life, Disability, and Hospital Income insurance.
  2. Partnered with the insurance underwriter to create and develop new Guaranteed Issue and Simplified Issue upgrade programs.
  3. Leveraged our proprietary on-bill upgrade software program to identify eligible members and to create a simple and convenient way to increase base coverage via a member’s regular bill.

Based on the success of on-bill upgrades, we expanded the program to include on-bill and standalone cross sells of additional products.

The Result

  • In less than one year 50% of eligible members took advantage of these compelling and convenient upgrades.
  • Increased penetration without the significant marketing costs associated with new certificate acquisition.
  • After Year One, achieved a cumulative 33% growth in premiums and royalties.

Case Studies

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Powerful Customer Marketing to Increase Program Growth

A new client was experiencing declining marketing results because the membership had been over marketed with a small number of products. See how our segmentation and customer upgrade strategies led to a 33% increase in program premiums after one year. Read more

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