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Why Do Many Kiwis Still Not Have Health And Life Insurance?

Why Do Many Kiwis Still Not Have Health And Life Insurance?

FIRST NZ just released a new industry report showing how visible and how much online reach New Zealand’s health and life insurance providers have within Google’s Search Engine. Additionally, a consumer survey was carried out, discovering that around 38% of Kiwis surveyed did not have any life or health insurance.

By utilising their bespoke metric called RBR (Rankings Based Reach) FIRST revealed that Life Direct leads the RBR for the analysed search terms – followed by AA and Pinnacle Life.

The life insurance market is highly competitive and lots of players are looking to gain a larger proportion of market share online. Although the competition is high, more than half of all analysed companies are not “really” doing a great job and making best use of what is presumably their most cost effective marketing channel: “Search”.

According to Standard & Poor’s, the insurance market has room to grow due to population growth and the low rate of New Zealanders having a life insurance. There is still room to capitalise on this growth and being found online should be a priority for any Health and Life Insurance Provider.

FIRST found that the main reasons for Kiwis not having a life or health insurance are the high costs and having other more important perceived financial priorities. A minority of respondents mentioned that they would not trust health or life insurance providers and so haven’t applied for insurance yet.

To get the full industry report and survey data, please download the full report below.

By conducting this industry report FIRST used its metric called RBR (Ranking Based Reach) to estimate how well each company is ranking in search engines, which provides a simple way to compare a website’s search engine rankings with its competitors.

Download the full industry report here.

FIRST is New Zealand’s leading multi-disciplinary digital agency that focuses on delivering campaigns and creative that targets, captures, engages, convinces and converts consumers. Visit the FIRST website to get more information on their digital marketing services.


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