Selling life insurance to young adults : challenges in interaction and effective marketing communication solutions
Niiranen, Inka (2025)
2025
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2025052013411
https://urn.fi/URN:NBN:fi:amk-2025052013411
Tiivistelmä
This thesis was commissioned by a Finnish financial corporation X. The purpose of this thesis was to identify challenges related to selling life insurance to young adults and to develop practical solutions for improving customer interaction and marketing communication. The objective was to achieve a better understanding of the factors that complicate the customer interaction in the sales process and to find ways to effectively communicate the importance of life insurance to young adults.
The study used a literature review and quantitative empirical research. Two separate online surveys were conducted: one for young adult consumers aged 18-29 and another for customer advisors working at the customer interface in the financial corporation X. The data was analysed using descriptive statistical methods and visualized to support the explanation of the key findings.
The results revealed that young adults often have limited knowledge about the meaning of life insurance, and psychological barriers such as status quo bias and difficulty talking about death complicate interactions around the topic. The results also highlighted that clear communication, easily understandable examples and stories, and the use of digital and social media are crucial for successful customer interaction and marketing communication about life insurance.
The findings suggest that practical training for interaction situations, clear and easily understandable marketing content, and emotionally intelligent customer contact could significantly improve interaction and life insurance sales to young adults aged 18-29. Future studies could investigate the effectiveness of different marketing strategies or deepen the understanding of young adults' decision-making processes around life insurance.
The study used a literature review and quantitative empirical research. Two separate online surveys were conducted: one for young adult consumers aged 18-29 and another for customer advisors working at the customer interface in the financial corporation X. The data was analysed using descriptive statistical methods and visualized to support the explanation of the key findings.
The results revealed that young adults often have limited knowledge about the meaning of life insurance, and psychological barriers such as status quo bias and difficulty talking about death complicate interactions around the topic. The results also highlighted that clear communication, easily understandable examples and stories, and the use of digital and social media are crucial for successful customer interaction and marketing communication about life insurance.
The findings suggest that practical training for interaction situations, clear and easily understandable marketing content, and emotionally intelligent customer contact could significantly improve interaction and life insurance sales to young adults aged 18-29. Future studies could investigate the effectiveness of different marketing strategies or deepen the understanding of young adults' decision-making processes around life insurance.