Wax – An Insurance Marketing Agency

There’s a long-term trend that’s going to have a big impact on the financial services industry in the years ahead. Grandiloquent webheads refer to it as the “democratization of information”. In simple terms, it means that whether you’re a carrier, brokerage agency or an independent agent, your customer knows as much about your product and your competitors as you do.

Thanks to the Web, consumers now have instant access to research, rate comparisons, reviews and informed (and uninformed) opinion that until recently was only available to industry professionals. This democratization of information means that insurance and financial services companies are losing a key point of consumer leverage and brand differentiation. Insurance and investment products have become commodities, and the companies that offer them are increasingly interchangeable.

The war for market share is now being fought on a different front – customer experience and its inverse twin, brand experience. When everything else is (more or less) equal, it’s the companies that deliver exceptional customer experiences, as measured across all aspects of products, services and consumer touchpoints that will win.

But it’s not so simple to put into practice – which is why it’s so powerful as a brand differentiator. At Wax, we employ a proven integrated marketing process to ensure that our clients understand exactly what their customers want and need from them (and from the category). Then we help them deliver on it.

The watchwords for the marketing and communications plans we develop are “usefulness” and “usability.” Customers have specific tasks they’re trying to complete, challenges they’re trying to solve. Whether online or offline, we help our clients help their customers get things done – simply, accurately, efficiently.