Apr 042017

How to Market Your Insurance Agency to High Net Worth Individuals

When it comes to insurance policies, no two clients are the same. And the need for specialty care grows even larger the higher an individual’s net worth goes. Gaining these kinds of clients, however, can sometimes be tricky. The days of going to the country club to network are gone. According to IRMKA (Insurance and Risk Management Knowledge Alliance), “The number of affluent and ultra high net worth individuals is forecasted to grow 28% between 2013 and 2023.” And these people vary widely from the high-net-worth millennial to the inheritor to the professional athlete. The special needs of these clients should be marketed to in a way that will catch their attention, gain their trust, and articulate the ways in which your company is the company to bring them great service on a consistent basis. The best way to do this is through good branding and website development.

 

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Selling Your Experience is Key

First and foremost, you want to sell – and sell well – the quality service that you bring to each of your clients. Chubb Limited, the world’s largest provider of commercial and personal property and casualty insurance is also aware of the special needs of the HNW individual. A recent study of theirs showed that more than half of all HNW clients believe they are underinsured, yet aren’t seeking better options. This fact alone shows that insurance companies aren’t doing enough to promote their services and instill confidence in their clients. Highlighting your understanding of your client’s daily operations and their risk management needs is done best through an engaging and user-friendly website. An effective website design will attract your target audience to your brand and help build up your reputation.

[ 2 one 5 ] Creative knows that the company that draws the most consumers in is the company whose website reflects the needs of their clients. First impressions count, and your high-net-worth clients are looking to see if you have what it takes to work with them from the get-go. In all honesty, many HNW individuals may not even realize what kind of insurance coverage they need themselves. That’s why your website needs to lay it out. Highland & Brokerage says, “The more memorable the first point of contact is, the more likely a strategic partnership will form and succeed.” In such a competitive market, a well-built, engaging website is imperative.

 

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Stay in Front of Your Clients

Having a comprehensive website is great but it’s only the first step in gaining the HNW clients you’re looking for. Your website shouldn’t aim for one-time visits but should invite possible clients back consistently, drawing them in with a wealth of educational commerce. This can come in the form of informative videos on your landing page, weekly tips on the ways to go about insuring all the fun toys your HNW client may own, or stats about ways in which your service has helped customers over the years. Keeping your website fresh and up to date will create engagement with the new clients you desire and keep your pre-existing clients not only wanting to stay but ready to refer you to others as well.

[ 2 one 5 ] Creative knows what it takes for a company to stay relevant and has worked relentlessly to build the websites that help build relationships. Just check out the new insurance website we designed and developed for WH Roddy! If your insurance company needs a website boost or if you’re curious about some of our other services, reach out and Contact Us!

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