Pinnacle Life Insurance

Driving Growth & Efficiency: How Unfold Digital Helped Pinnacle Life Double Sales & Lower Costs

Client:

Pinnacle Life Insurance is a New Zealand-based life insurance provider known for its focus on affordability, simplicity, and online accessibility. They were one of the first companies to offer direct-to-consumer life insurance in New Zealand, bypassing traditional brokerage models.

Job to Be Done:

Increase sales sustainably while maintaining profitability.

Pain Points:

• Stagnating lead volume and declining quality.

• Unsustainable lead acquisition costs.

• Previous "big budget" campaign failed to deliver lasting results.

Unfold Digital Solution

We employed a full-funnel growth marketing approach, collaborating with Pinnacle Life to refine and strengthen their existing ecosystem. Our focus was on understanding the customer and optimising every touchpoint:

• Customer/UX Research: Uncovered customer pain points, decision-making factors, flow through online tools and barriers to purchase.

• Messaging Refinement: Crafted messaging that spoke directly to customer needs and concerns.

• Content & Website Optimisation: Improved website conversion rates and developed high-value content addressing common insurance questions.

• Channel Activation: Identified underperforming channels and developed strategies to unlock their lead generation potential.

• SEO: Enhanced visibility in relevant search results.

• Lead Generation: Strategically used lead magnets, paid advertising, and social media to attract targeted audiences.

• Lead Nurturing: Implemented short and long-term lead nurturing sequences to build trust and educate potential customers.

The Results:

February 2024 Year-on-Year

• Doubling Sales: Increased policy sales by 106%.

• Improving Profitability: Reduced cost per sale by 10%.

Why this Approach Worked

This case study highlights how Unfold Digital goes beyond tactics. We focused on:

• Understanding Customers: Deep customer insights shaped messaging and strategies.

• Full-Funnel Optimisation: We tackled challenges across the lead-to-sale journey building an ecosystem.

• Data-Driven Approach: Emphasises measurable results, making progress visible and decision-making easier.

• Partnership Pays Off: Unfold Digital values strong client partnerships. Pinnacle Life's team actively participated in developing and optimising key areas of their ecosystem. This collaboration was essential to achieving our shared goals.