We now understand 50 year olds
Apia was the first general insurance company to focus on meeting the needs of people over 55 and Not Working Full-time.
That was more than 20 years ago.
It might seem an obvious thing to do now. It was not so obvious then.
If you were selling clothes, or a car or houses then individual customer preferences were met.
When it came to insurance and other financial services it was a case of you can have any colour you like as long as it is black.
People over 55 and Not Working Full-time think differently about financial services than other age groups.
In fact they think differently about many things.
So it makes sense to deliver products and services to them in a different way.
Apia has built a successful business with that attitude.
So successful in fact that it is constantly asked by people under 55 for its products and services.
We want to ensure we stay true to our focus on meeting the insurance needs of specific groups of customers rather than being a mass marketer.
Our research does show that people who are aged 50 and Not Working Full-time, have the same preferences as those aged over 55 when it comes to general insurance.
So we have agreed to provide access to Apias products to people aged 50 and over.
The Apia family is growing and much of the thanks for that is due to our existing customers.
Endorsement from our existing customers has been one of the key factors behind the growing interest of 50 year olds in joining Apia.
Another factor has been the growing recognition that a company that specialises in meeting the needs of part of the insurance market will deliver better service than those who mass market.
So to all who are 50 we say happy birthday and welcome to Apia.
Kevin Pattison
General Manager, Apia
Back to all news articles