NEXT Insurance
Crafting messaging to market new features
Competitive Analysis - In-Depth Interviews - Quantitative Research - Messaging - Naming
Challenge
Backed by insurance giants Allstate and Allianz, NEXT Insurance transformed insurance for small businesses, leveraging AI to streamline the application process to just 10 minutes and providing 24/7 access to certificates of insurance. Initially concentrated on key service industries such as construction, NEXT Insurance recognized the importance of diversifying into other sectors for growth. The VP of Marketing enlisted our help to develop messaging that would resonate with both current and prospective customers.
Approach
To start, we first grounded ourselves in the category and key competitors, and we interviewed several stakeholders to internalize their overall objectives.
We then conducted 20 in-depth interviews with small business owners who had either purchased or were considering purchasing insurance. During these interviews, we gathered feedback on new tech features in development, as well as messaging and naming associated with those features.
With the insights gleaned from the interviews, we then developed potential claims for testing in a quantitative research study, ensuring we could substantiate all claims at the 95% confidence level. With results in hand, we developed a comprehensive messaging library, inclusive of customer testimonials, that the team could leverage going forward.
Result
The overall project laid the foundation for website updates and new digital marketing materials, and led to NEXT Insurance successfully securing an additional $265MM in funding.
