Pinnacle Life Insurance
Driving Growth & Efficiency: How Unfold Digital Helped Pinnacle Life Double Sales & Lower Costs
“Unfold Digital has become an extension of our team, deeply understanding our unique challenges and opportunities. Their data-driven approach and technical expertise have been instrumental in building a robust marketing system, allowing the Pinnacle management team to focus on business growth rather than reactive marketing decisions. With a comprehensive approach that includes customer research, data analysis, and strategic planning, Unfold acts as a sounding board for new ideas and directions. Our partnership has led to a remarkable 226% increase in policy sales, demonstrating the synergy between the changes we’ve made within our business and our marketing efforts.”
Gillian Vaughan, CEO, Pinnacle Life Insurance
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.
Sales Breakthrough: Policy sales doubled year-over-year (118.5% March 2024).
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.