THE EXPERIENCE OF A LARGE INSURANCE BROKER IN SELLING 

AND DISTRIBUTING MASS INSURANCE PRODUCTS ACROSS BRASIL 

AND LATIN AMERICA

Evandro BaptistiniVi P id CCOVice President & CCO

AON AFFINITY LATIN AMERICA

PRESENCEPRESENCE

i l i i iRegional presence in Latin America

Over 12,5 million clients

1 100 l1.100 employees

450 telemarketing positions

O USD 340 illi i 2010Over USD 340 million in 2010

Multichannel offering:Telemarketing, direct mail, pop, web, door to doordoor

‘

CORE SEGMENTS

FinancialFinancialInstitutions

Retail

Utilities

Aon Motor

Affinity Groups

BEFORE MASS INSURANCE PRODUCTS

• Client:– Upper or upper middle class segments, targeting customers

higher acquisition powerhigher acquisition power– Information

• Institutional Marketing – Offering not in sync with demandOffering not in sync with demand

• Distribution: Traditional channels– Traditional channels

– High complexity

Product:• Product:– High Cost– Limited portfolio with low understanding of the demand – Inflexible coverage

AFTER MASS INSURANCE

• Access– New channels

Extended customer support >>> 24/7– Extended customer support >>> 24/7– Price reduction– Simplified collection process

• Simplicity– Cross Offering– Proactive and Reactive– Products designed according to customer profiling

• Trust:– Brand | Relationship– Information

Starting Point

Large CustomersDatabases Billing Strong sponsoring

brand

1. Development of tools for managing mass insurance programs:

•Development of operational processes, financial management, customer support, claim management, management, customer support, claim management, streamlined communication process;

• Significant investments in technology for the development of IT systems and infrastructure.

Starting Point

Large CustomersDatabases Billing Strong sponsoring

brand

2. Understanding the customer: Development of researches on needs and expectationsInsurance products are synonymous to safeguarding against risks like

l tunemployment•To protect the family is the main reason for buying an

insurance product

Starting Point

Large CustomersDatabases Billing Strong sponsoring

brand

3. Based on data, we develop:•Insurance products and related services specially designed to

meet the target customer’s need;• Sales and communication strategies;g ;• Channel definition;• Significant investment in business intelligence to guarantee

that the benefits of the product may reach a large number of customers;

RESEARCH MAIN FINDINGS

WhatWhat theythey are are willingwilling toto protectprotect??

Insatisfation or need in thefollowing:

Need to safeguard:

Health

Education

Famíly

Employment

Home

Security Income

Campaigns ExampleMARKETING COLLATERALS | BRASIL

UtilitiesUtilities

THE FORMULA

SponsorSponsor

DatabaseDatabase BillingBilling

THE FORMULA

SponsorSponsor

Channel Channel DevelopmentDevelopment

Marketing Marketing IntelligenceIntelligencegg

DatabaseDatabase BillingBilling

Business Business IntelligenceIntelligence

Thank You!