Peculiarities of the insurance vertical

Peculiarities of the insurance vertical img
20 August 2024
2354

Insurance is a specific, rather “calm” sphere. There are almost no spontaneous decisions and ill-conceived customer acquisitions in it. Let's take a look at what the Insurance vertical looks like. The list of Partner Networks in this vertical can be found in our listing at https://affcommunity.org/en/.

Target audience, its interests

Peculiarities of the insurance vertical

Insurance is categorized into several major types. Its segments include:

  • pension insurance;
  • vehicle insurance of all kinds;
  • property insurance;
  • health insurance;
  • life insurance.

Each of these segments has its own audience. Its consumer psychology is fairly uniform for certain GEO groups, although it may differ from state to state. Let's look at insurance options using the example of Tier-1 countries and the more affluent Tier-2 population.

Property Insurance

According to Analytics IQ, the profile of a person who has taken out homeowners insurance is as follows:

  1. Married.
  2. Average age between 31 and 45 years old.
  3. Usually involved in the fields of law, finance, medicine, and information technology.
  4. Favorite social network - LinkedIn (for CIS residents - OK, VK).
  5. The main reasons for insurance are the desire to compensate for damage from fires, hail, other natural disasters, and creditors' claims.

People with other characteristics also resort to insurance.

Life insurance

According to Forbes statistics, the audience that resorts to life insurance (Life insurance) differs in its characteristics:

  • 89% are men;
  • age of clients is from 18 to 57 years old;
  • favorite social networks - Facebook*, LinkedIn; YouTube, Instagram*;
  • the main reasons for taking out insurance - payment for funerals, transfer of inheritance, assistance to relatives after the loss of the family breadwinner.

The target audience for this segment is quite large.

Health insurance

The KFF resource describes a US citizen who uses health insurance as follows:

  1. Married.
  2. Age between 27 and 54 years old.
  3. Has a college degree.
  4. 44.7% female, 55.3% male.
  5. Favorite social networks - Facebook*, LinkedIn, YouTube, Instagram*.
  6. The main reasons for taking out insurance are the desire to help relatives in unexpected cases.

Pension insurance

According to Aviva statistics, Medicare insurance (pension insurance) is used by people who can be described as follows:

  • The age of the policyholder is on average from 65;
  • 39% are women and 61% are men;
  • 69% of insureds use the possibilities of the Internet;
  • favorite social networks - LinkedIn, Facebook*;
  • the main reasons for taking out insurance are the desire to use free services (medical and other).

Vehicle Insurance

According to Ad Targeting data, the portrait of Facebook users resorting to Vehicle insurance is as follows:

  1. Age of policyholders - 25–34 years old.
  2. 36.4% are women, 63.6% are men.
  3. Married.
  4. Employed in production, sales, administrative services.
  5. They have received higher education.
  6. The main reason for taking out insurance is the desire to get money in case of an accident.
Peculiarities of the insurance vertical

GEO for insurance

According to Statista, among the countries with high demand for insurance are:

  • North American states - Canada, the U.S.;
  • South Africa;
  • Asian regions - Taiwan, North Korea, Japan;
  • European countries: Sweden, Germany, Great Britain, Spain, France.

Insurance of various types is mainly popular among residents of Tier-1 countries. It is most in demand among the population of the USA. 41.8% of residents of this country have insurance. The busiest period of insurance registration lasts from October 15 to December 7. During this period, US citizens have the right to adjust their insurance package for the year and replace the insurer.

Sources of traffic

Several platforms are considered to be effective and the main sources of traffic: contextual advertising, SEO traffic, Google, targeting on social networking sites.

For targeting advertising, it is better to choose resources that are visited by solvent people 30–40 years old (LinkedIn, Facebook). Advertising on Instagram and TikTok is much less useful. These platforms are the least demanded by the right target audience. The sources of traffic can be advertising networks and formats like ClickUnder, PopUnder, banners, as well as functional Native, push. Advertising networks under Insurances here.

Conclusion

Insurance vertical is a direction with great prospects. Its main target audience is recognized as men and women 26–54 years old. The most promising GEO are considered to be Taiwan, USA, South Africa.

- banned in RF

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