Client Case Study

Competitive Intelligence Review

 

Objective

ARM was hired by a national insurance carrier to conduct a competitive intelligence review of 10 differently positioned and targeted Direct To Consumer Insurance products.

  • Direct To Consumer was a new channel for this carrier, as most of their products till this time were sold by Independent Agents
  • Unknown competitive environment
    • Carrier needed to understand barriers to entry since they relied on agent sales
  • Comprehensive understanding of the opportunity in this market

Strategy

ARM determined key competitive carrier and products to review:

  • Conducted research
  • Summarized findings
  • Strategy Drivers: ARM crossed silos and departments
    • Product execution:
      • Operations
      • Product groups
      • Marketing teams
      • Compliance regulations
      • Digital / website

Results

  • Using the information ARM provided, carrier decided the direct to consumer channel was viable
  • ARM published a handbook to be referenced by entire enterprise
  • ARM recommended a specific product solution to client team
    • Carrier launched 2 products:
      • Term Life
      • Guarantee Issue Life
  • A new direct to consumer channel was created within the organization
    • Identified key competitive differentiators for the new product
  • Channel spend increased 200% based on our plan, bringing them in line with competitors