The No-Preference Consumer: An Insurance Marketing Opportunity to Acquire New Clients


To cost-effectively gain new clients, insurance marketing strategies must adapt to the pressures of rising inflation that have impacted a number of industries, including restaurant, retail, and grocery for the past couple of years.

Cost increases in home construction and automotive repairs have driven personal insurance rates upward:

Overall Inflation + Personal Insurance Inflation

12 months ending November 2023

Source: Bureau of Labor Statistics, November 2023 CPI Report, December 2023

Trends that developed during the pandemic have resulted in the negative inflation trend for health insurance. During the early stages of the pandemic, health care usage decreased dramatically because consumers were not seeing doctors or visiting hospitals for elective procedures. That translated to higher profits since insurers were still collecting premiums.

After the economy reopened and consumers began using their insurance more often, aggregate profits shrank in 2021 relative to 2020, as insurers paid out more insurance benefits — resulting in negative inflation rates.

Create Preference to Acquire New Clients

In response to inflation and rising prices, consumers are trading brand preference and loyalty for greatest perceived value. Insurers that understand the new consumer value equation can create preference and steal share.

Reduce cost per acquisition with efficient targeting that identifies consumers most likely to do business with you. Learn more about our targeting capabilities and watch the video here.

Mspark provides insight into your highest-value target audience to help you make the best allocation of your advertising budget. We use data to create quality maps to assist our customers in visualizing where their best customers are located and identify how they can best reach them. This optimization helps you connect with the right consumers. We then partner with you to develop a coordinated media strategy that drives results and ROI.

Boost Results with Coordinated Advertising Exposure

Engage your target consumers with an optimal mix of print and digital advertising.

Did you know?

  • 60% of consumers have visited a brand’s website after receiving direct mail.1
  • Integrating digital tactics with direct mail increases program performance as much as 28% vs. direct mail alone2.
  • 58% of rural consumers are influenced by mailbox-delivered print and digital channels when making purchase decisions3.

Acquire New Clients as They Shop for Insurance Due to Important Life Events

Important life events and milestones—marriage, children, divorce, buying a home or a car—often drive the need to purchase additional property and casualty or life insurance.

A data-driven marketing approach can help you identify and engage the right consumers when they are in the market for insurance and other financial services through impactful, coordinated, multi-channel communications.

  • Get the most value for your advertising spend, with up to 15% more records in our data versus other data. With 18+ sources updated daily, our records are virtually 100% accurate.
  • Reach prospects first, as much as 6 days sooner than your competitors.

Reaching consumers quickly with highly personalized messages that address their life event “triggers,” can increase response rates as much as 10x compared to traditionally timed campaigns.4

Strengthen relationships and build loyalty with your existing clients with triggered marketing campaigns. Retain your valuable clients with personalized messaging that addresses their evolving needs.

  • A 5% increase in customer retention produces more than a 25% increase in profit, as returning customers tend to buy more over time within the financial services space, according to Bain & Company reports.5
  • Customer churn could be reduced as much as 11% if the business simply reached out to the customer, according to research studies.

Watch our short video to learn more about Quick Connect triggered marketing solutions here. Gain more insurance marketing insights from our case studies. Reach out today to plan your strategy.

Sources: SG3601; historical program performance2; Prosper Insights & Analytics MBI3; Speedeon4; Bain & Company5