Rewriting protection for under-40s.
A major UK insurer was losing relevance with under-40s. The category was seen as dull, distant and designed for someone else. We helped them redesign protection around the lives these customers actually lead.
An entire generation tuning protection out.
The insurer’s existing comms, products and journey were tuned to homeowners with children. Renters, freelancers, side-hustlers and DINKs were invisible in the proposition. The result: declining policy take-up and a brand seen as ‘for my parents’.
- 25-34 policy take-up down 17% over 3 years
- Brand associated with 'mortgage and marriage'
- Digital journey designed for life events that no longer apply
Need-state segmentation and a hard look at the real risks.
We ran a behavioural and attitudinal segmentation across 2,400 under-40s, paired with consumer journalism diaries capturing the financial wobbles they actually experienced. The output was five need-state segments and a redesigned product brief built around modern risk — income volatility, mental health, gig work.
- Behavioural quant across 2,400 nationally representative under-40s
- 8-week diaries capturing real financial moments of truth
- Co-creation with policyholders and lapsers
- Product workshops translating insight into pricing and cover
Three new products and a +11 point lift in relevance.
The insurer launched three pilot products designed for the new segments, supported by a comms platform that finally spoke to under-40s in their own language. Brand relevance with 25-34s lifted 11 points within two waves of tracking.
- Three modular protection products in pilot
- Redesigned digital journey for non-homeowner customers
- New comms platform live across paid social and OOH
We finally have products that look like the lives our customers actually live, not the lives we assumed they did.
Head of Customer Strategy
