Covering mental ill health is the most powerful message for promoting the value of protection insurance, writes ABI senior policy adviser
What makes someone buy insurance? Do they buy insurance or are they sold insurance? How do you explain why we might need insurance? Insurers have all done their own research into what consumers think and what they value, using this to inform their product development and marketing strategy, to define their purpose and to tell their story. But we don't have a common evidence base for providing insight into the types of messages the industry should and shouldn't use to frame the value of their...
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