Injecting a Soul into Life Insurance
A.I. Credit Company, a $1 billion life insurance premium financing company owned by AIG, was a pioneer in providing life insurance financing for high net worth individuals. However, it was largely unknown.
When Mark was brought in to develop a brand position and marketing platform for the company, he began by designing a strategic summit for the organization's management team.
The result was an unexpected 180° shift in thinking and approach.
A.I. Credit had operated for years assuming that its customer was the insurance broker bringing A.I. Credit the loan opportunity. The fundamental change came in understanding that it was not the broker, but the borrower taking out the life insurance loan who was A.I. Credit's true client.
This meant that A.I. Credit would put the interests of the borrower before the interests of the broker, creating a potential friction with its broker partners.
A.I. Credit embarked on an intensive outreach campaign, part of which is displayed here. The result was a marked, fundamental evolution in the company's broker relationships and in a new shared understanding of industry best practices.
Mark led the creation of A.I. Credit's first-ever set of core values, a critical compass for the changed way A.I. Credit did business. He developed the company's brand position, brand identity system, advertising, marketing materials and trade show presence, which together told the story the brand shared with brokers and borrowers.
