About
Sami Insurance offers affordable insurance for Australian sole traders, side-giggers, and micro businesses, helping them to get covered in minutes.
The Goal
Sole traders and micro businesses represent a wide variety of industries, user behaviors, and use cases. To choose the right target demographics, channels, and messages, Sami needed to pinpoint exactly:
- Who their ideal customer was
- How they buy insurance
- What motivates them
- How to best reach them
By nailing their Ideal Customer Profile, I would be able to remove the guesswork from the process, better understand potential buyers’ behavior, and implement a stronger data-driven marketing approach.
The Strategy
After preliminary research to identify fast-growing segments and professions that would most benefit from their offering, I spoke with members of each target group.
I aimed to uncover:
- The top 2-3 segments that would yield robust lifetime values
- How much they know about insurance, and what they think about it
- Their process for buying insurance (influencers in the decision-making process, key factors)
- The marketing channels that would yield sustainable cost of acquisitions
- Storylines and messaging that would resonate
- Concerns, perceived anxieties, and friction points to overcome
I discovered benefits, roadblocks and price sensitivity consideration, quickly learned which types of insurance would be most popular with each segment, and even uncovered new markets that had been previously overlooked.
The Results
After analysing and collating the data from each group, I was able to identify Sami’s two best customer segments and build Ideal Customer Profiles.
I was also able to gauge the audience’s level of awareness and perceptions of insurance, informing Sami's positioning and how much effort they would need to spend on education and trust-building.
Overall, the two segments had two very different buying journeys, content consumption habits, and pain points. The best channels to reach each segment differed as well.
By taking this into account, Sami have been able to lay the groundwork for their upcoming launch, with targeted partnerships and campaigns already in the works.
