MassMutual had a problem. The insurance industry is experiencing one of the lowest ownership levels of life insurance in many years. Faced with a changing insurance landscape, the 165-year-old insurance company sat down to examine its operating practices and to identify current opportunities in the marketplace.
From a demographic perspective, the number that really stood out was Latino consumers. At 52 million in the U.S., Latinos could constitute one fourth of the population by 2030. With this in mind, in May 2016, MassMutual launched ValoraLife, a direct to consumer online life insurer targeting Latinos across the US.
"If Latino consumers aren’t engaged in life insurance, the industry is missing a major opportunity," said Eduardo Casas, vp and general manager of ValoraLife. "With ValoraLife, MassMutual is creating a new business that brings something of real value to Latino consumers." The product was two years in the making, and is the collaborative result of ValoraLife’s own internal teams, as well as input from agencies like IDEO and MarketVision.
Latino consumers are certainly the right type of consumer to target for an online insurance offering. "What’s important about the whole web and digital is that Latinos index very high in terms of digital and in particular mobile technology," Casas explained. "The fact that we can offer our website experience in a mobile responsive format really plays into what our consumers are looking for in terms of product and brand."
Nevertheless, MassMutual wasn’t convinced that simply translating one of their existing online life insurance products, Haven Life, into Spanish would be enough to onboard Latinos. As a marketer at big brands like Coca-Cola, Nike, and Heineken, Casas is familiar with trying to sell products to the Latino community. He isn't impressed.
"Although Hispanics make up a large section of the millennial age groups, from a cultural perspective, their lifestyle, habits, and life stages are different," he said. If Haven Life targets millennials from the general market, who are getting married in their mid-to-late thirties and focused on jumpstarting their professional careers, it isn’t really suited to the Latino consumer, who, by 27, is married with children, buying a home, and focused on providing for their children.
MassMutual wanted to get a better understanding of the barriers to Latino life insurance ownership, which is why its qualitative and quantitative research leading up to the product captured consumers from all countries of origin, both U.S. and foreign-born. The main takeaways from this research was that Latinos thought that the process to secure life insurance was too complex and that life insurance was expensive.
ValoraLife addresses both those concerns. With English and Spanish interfaces, the site explains insurance concepts in the simplest language possible. It's also very easy to sign up for one of the two life insurance policies ValoraLife offers. However, the major difference in ValoraLife, as far as MassMutual is concerned, is the types of life insurance policies the product offers.
The company offers an inexpensive basic-term product, like Haven Life, but it also offers a return-on-premium policy, which allows consumers to get all of their premiums back at the end of the term of their insurance policy. "Latinos thought that insurance was only about paying, paying, paying in case something happened,” Casas explained. For MassMutual, bringing a consumer-centric approach to market meant trying something new. “This is the first time that MassMutual is selling a return-on-premium product, because Latino consumers responded positively to that kind of product.”
The insurer's gamble seems to be paying off. Casas relates that Latino response has been strong, as consumers are excited about the fact that they can actually afford life insurance. The ValoraLife team is working to attract more Latino consumers to the website with a wide array of marketing tools, including Facebook pages, Instagram, YouTube pages, display advertising across the web, as well as more traditional media like radio ads in English and Spanish and advertising in cinemas in key Hispanic zip codes.
MassMutual hasn’t neglected event marketing, either. ValoraLife participates in Hispanic cultural festivals in its home base of Houston and partners with Latino community organizations across the country such as HACE and the Hispanic Professional Organization. Together with these organizations, ValoraLife is set to launch a series of financial education seminars.
ValoraLife, and for that matter, Haven Life, are very different digital life insurance products than the one that you’ll find on the MassMutual website itself. Both have calculators, a quick application process, and speedy coverage, but MassMutual’s online life insurance platform funnels prospective clients to meet with a financial advisor. The reason for this marked difference is that the consumer the MassMutual brand is talking to has more complicated financial needs.
“At this point there's a lot of complexity in financial planning, and consumers are looking for someone to lead them through a process, to help them understand,” said Casas. And although he imagines that as younger consumers enter the marketplace, insurtech will heat up. For now, though, financial advisors are still very relevant. At the same time, MassMutual is investing heavily in bringing more technology into its business. "Tech plays a whole lot of roles. If we're going to continue to be a leader in our industry, we know that there's a significant role in bringing more technology into it," Casas said.
Whether or not ValoraLife enables MassMutual to corner the Latino life insurance market, its investment in a seamless digital experience married to culture-specific life insurance policies shows the company is serious about adopting a consumer-centric approach to the market. Who says a 165-year-old company can't learn new tricks?Photo Credit: ValoraLife | Facebook