Age isn’t just a number…
AIG agents know how to sell life insurance. That said, some age groups are easier to sell to than others, and each has its own unique communication styles and preferences. However, AIG was finding that age doesn’t always tell the whole story — different people are in different stages of their life that age and generation can’t always predict — and both affect the strategies agents should use when selling life insurance. That’s where Generation Matters comes in.
Having already licensed a suite of sales presentations and enablement tools geared around generational trends and preferences, AIG needed an intuitive platform that could equip their people with the exact resources they need for each unique client.
While the relevant generations (Millennials, Generation X, and Baby Boomers) were pre-identified, the life stages they experience were more nebulous. Through a series of interviews and discussions with AIG agents and producers, my team and I devised four unique life stages as they relate to life insurance consideration: New Beginnings, Increasing Responsibility, Pre-Retirement, and Retirement.
Initially, “New Beginnings” was called “Getting Started.” But after test users consistently thought “Getting Started” applied only to Millennials, I revised the language to imply wider application.
After selecting the life stage that best matches their client, users are taken to a landing page with unique resources, additional context, and our conditional sales tool: Generation Station.
As agents enter information about their client, tips, tricks, and resources designed specifically around the client’s age and life stage will populate Generation Station.
The Results
Generation Matters has been so well received by AIG’s life insurance team that the company has since requested several re-skinned versions for their other lines of business.