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MIG Insurance launches Buyer Friendly Insurance
Customer-focused brand platform aims to refocus the company’s position in the marketplace.
Staff on November 3, 2016
MIG Insurance has announced the launch of ‘Buyer Friendly Insurance’, a new customer-focused brand platform that aims to refocus the company’s position in the Canadian insurance marketplace.
The new strategy also includes a long term plan to allow customers to buy many insurance products online. The newly launched website already allows users to purchase a select number of insurance products online, leveraging technology made available through BrokerLift. The company plans to aggressively expand their ‘buy online’ products in the coming months.
Susan Gilbert, Chief Operating Officer of MIG Insurance said, “We want to make buying insurance as easy, simple, and straightforward as possible.” In an industry where consumer behavior and expectations are in the midst of serious change, MIG’s new brand platform is about empowering insurance buyers to lead their own customer journey. “What we are doing with ‘Buyer Friendly Insurance’ is giving buyers the power they are demanding” added Gilbert.
While digital is an important part of the future, it is just one part of MIG’s new omni-channel strategy. The company sees customer experience innovation across all channels as critical to growth. “We plan to listen more. We want to have conversations with people to get a good idea of how they prefer to purchase insurance, and then invest in those channels,” shared Gilbert. MIG has plans to invest significantly into their locations to enhance the in-branch experience for customers. These plans also include efforts to better connect their online and offline in-branch experiences.
The new brand platform was created with MIG’s brand and communications partner Brandish, a Winnipeg-based branding firm. “We’re building on over 25 years of insurance industry experience to launch this new brand platform and market position for MIG,” said Derek Elliott, Partner at Brandish. “MIG has always been a company that strives to innovate and position themselves as a market leader. As a continuation of that history, this bold next step for the company and their brand experience responds to a lot of the changes we’re seeing in the insurance industry” said Elliott.
The brand launch features a completely overhauled brand identity system, where every consumer touch point – including the launch advertising campaign, new brand collateral and a new website all contribute to the customer-centricity of the new brand. “We’re thrilled to be launching ‘Buyer Friendly Insurance’ and our entire team is looking forward to making the insurance buying experience a little bit easier and less stressful. We will continue to invest in innovation to help bring our customers the industry’s most innovative products and best buying experience” said Gilbert.
MIG Insurance launches Buyer Friendly Insurance
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