Paymentshield – Always Ask Campaign

This year Paymentshield has led the way with its Adviser Hub that supports advice rather than detracts from it and championed the benefits of an advised general insurance sale with its Always Ask campaign.

Continued development of Paymentshield’s Adviser Hub throughout the year has ensured the platform remains unique in the market. The Hub supports the adviser before, during and after the GI sale so they can concentrate on giving their client the advice they need. As well as making it easier for advisers to include general insurance as part of the mortgage arrangement process, it helps them to see how they’re performing, manage their existing book and ultimately grow their business.

Adviser Hub has delivered a quality of experience they simply cannot get elsewhere and the latest enhancements delivered this year, which include the latest API capability, have made it possible for more businesses working with Paymentshield to integrate a GI conversation seamlessly into their mortgage process.

An adviser sales aid explaining the benefits of Adviser Hub:

This year Paymentshield also launched its Always Ask campaign – A hard hitting marketing campaign designed to call out the importance of always asking the client about their insurance needs. The campaign was designed to go toe-to-toe with other providers that might be suggesting that when it comes to general insurance ‘asking no questions’ was the way forward. Paymentshield felt that suggesting technology can replace the need for asking questions devalued the role of adviser and we wanted to ask our own ‘big questions’ to challenge the thinking about how technology should support advice, as well as other important topics.

Paymentshield’s own research showed that 94% of advisers felt that it was best practice to discuss GI with every mortgage client, despite mortgage to GI penetration only being on average around 50%. Underpinning the Always Ask campaign has been the development of resources to support advisers when asking their clients about their insurance needs and helping them to educate around the value of their advice.

Our freely available online adviser toolkit is unrivalled in terms of the quantity and range of resources available for advisers to download or order. Paymentshield have even created a range of unbranded customer guides such as ‘A buyers guide to home insurance’ and ‘The Home Movers Guide’. These guides are intended to highlight the importance of seeking advice when buying insurance, whether the adviser chooses to recommend a Paymentshield policy or otherwise. Feedback on these guides from advisers has been overwhelmingly positive!

The Always Ask campaign has taken a fully integrated multi-channel approach with trade press advertising, social content, direct marketing and PR. It was supported by bespoke YouGov research and insights to inform original, educational and eye-catching content to help advisers feel confident to ‘always ask’ their clients about their insurance needs.

Examples of Always Ask campaign materials:

Already in the months leading up to 1 July this year, Paymentshield had welcomed 101,909 new customers – an increase of 7.6% on the previous year.