LV= Protection Matchmaker

Moreish Marketing Shortlist Badge for Most Effective Personalisation at the Financial Services Forum 2023

We’re chuffed to share this project has been shortlisted for ‘Most Effective Personalisation‘ at the FSF 2023!

The challenge

While LV= had a strong reputation among advisers for their income protection product, they wanted to better support them in personalising protection conversations with clients. Our challenge was to help LV= provide more personalised protection sales support – and to even more advisers.

Moreish approach

Through valuable insights derived from a proposition workshop, we discovered that the LV= sales team had the most success with advisers when they discussed specific LV= protection product features best suited to their client’s individual needs. However, due to sales resource constraints, this approach was naturally limited.

So, collaborating closely with the LV= team, we extended this approach to an unlimited number of advisers by creating a scalable digital tool: the LV= Protection Matchmaker.

By considering critical factors like age, occupation, family situation and financial circumstances, the tool enables advisers to personalise protection conversations and emphasise relevant LV= product features to address such factors and mitigate any risks to the client. With a personalised output and PDF report, the tool also helps clients visualise their situation and make the conversation easier to navigate.

The tool was launched to the market using email, social media, the LV= website and the sales team as part of a wider protection menu campaign.

The results

The Protection Matchmaker tool has been really well received by the industry as a whole. In just two months, it gained an impressive 720 active adviser users, contributing to a substantial 15% increase in menu protection sales for LV=. Income protection sales also experienced a remarkable uplift of 32% following the tool’s launch.