Real-time online quoting to drive new customer acquisition
In recognition of the growing entrepreneurship segment inspired by the success of self-made millionaires like Mark Zuckerberg, CGU partnered with Willis Towers Watson to fill the resulting demand for an insurance offering. The partners understood that distribution technology and positioning would play a key role in the success of the initiative, and engaged Aptiture to address these areas.
To meet the expectations of the innovative and progressive businesses that the initiative was targeting, the partners wanted a solution that would ensure the initial experience of a prospective client was positive: taking advantage of new technologies to provide a fast, user friendly way for business owners to receive an insurance quote.
The partners understood that distribution technology and positioning would play a key role in the success of the initiative, and engaged Aptiture to address these areas.
Aptiture proposed the creation of an independent brand ‘Startupcover’ which would allow for highly targeted marketing and brand position, and remove any bias associated with operating under either of the parties’ existing brands.
A single page microsite was created, incorporating a quote form powered by a real-time calculation engine, allowing visitors to receive an indicative quote by answering only 2 simple questions about their business.
Insurance customers can see the premium calculate live, and watch it change as they enter additional details about their business. The site offers combined quotation of multiple products and relevant referral triggers for when online pricing is unavailable.
The site launch was backed by a digital marketing campaign combining Google AdWords, paid social and display advertising initiatives, building brand awareness of the newly launched initiative as well as generating qualified sales leads.
As the initiative grew in popularity, a dedicated website was developed to provide additional information of the products on offer within Startupcover and to house additional educational content to assist the Australian startup community.
Since its launch Startupcover has delivered fantastic results for the client.