“ Engage youth with simple, digital, and relatable financial solutions.”
YOUTH MARKET
How to engage
1. Education through simple messaging Many students have limited experience with insurance products. Simplify messaging by explaining insurance as a safeguard for the future rather than an immediate financial burden. Use relatable analogies, such as comparing insurance to a safety net or a foundational step in their personal finance journey.
2. Content marketing Use blogs, videos and infographics to break down complex concepts into digestible pieces. Distribute this content on platforms like Instagram, TikTok and YouTube – places where students engage with short-form, informative media.
3. Digital tools to engage Interactive apps or web tools allowing students to visualise their insurance needs can come in very handy. So do simulators to demonstrate how premiums will change over time or how much more affordable it is to start early. These tools can be educational, engaging and help students understand the long-term benefits of insurance.
4. Social media campaigns Interactive campaigns on platforms like Instagram or TikTok can help generate awareness. These could include challenges, polls or Q & A sessions around budgeting, managing debt and insurance designed to get students thinking about the future and the role insurance plays.
5. Offer affordable entry points Given the often-limited financial means of students, offering low initial premiums can make insurance feel more accessible and less burdensome. Highlight that securing insurance now, while young and healthy, locks in lower premiums for the future.
YOUNG GRADUATE PROFESSIONALS( 25 TO 35) This group has often begun their careers and is actively seeking financial advice to navigate their newfound responsibilities. They might look for guidance on student loan repayment, saving for their first homes or even retirement planning.
How to engage For young graduate professionals, the focus is on more than educational content; it is about offering flexibility and aligning life-risk products with their evolving career and lifestyle goals. Recognise the financial milestones young graduate professionals are beginning to reach, such as securing a full-time job, buying their first car or starting a family.
“ Engage youth with simple, digital, and relatable financial solutions.”
1. Technology and convenience matter Digital platforms for easy access are essential as this demographic values convenience and digital solutions. Ensure that services include easy-to-use online platforms or mobile apps that allow users to manage insurance policies on the go. Integrating digital tools that offer quick quotes, downloadable resources, policy comparisons and live chat support will resonate well with young graduate professionals.
2. Use social media to engage Young graduate professionals often prefer interactive social media campaigns on platforms like Instagram or TikTok. Having grown up in the age of instant answers, they tend to have shorter attention spans than previous generations. When engaging on social media, focus on benefits and rewards upfront to capture their attention. Once engaged, provide specifics and how-to’ s.
3. Stay connected and build relationships Engagement is critical to building lasting relationships with younger clients. They want to work with advisers who are accessible, responsive and proactive. Offering digital consulting services that they can engage with on a mobile platform will be more appealing than only offering traditional, faceto-face meetings.
PPS SOLUTIONS TAILORED FOR THE NEXT GENERATION
PPS Student benefits Designed with students in mind, PPS’ s student benefits include the PPS Sickness and Permanent Incapacity benefit and / or Life cover with Accelerated Disability and / or Critical Illness benefits. Students must be in their fourth year of study at an accepted public tertiary institution or a listed private institution.
PPS My Future Plan The PPS My Future Plan contains three solutions aimed at young professionals, each with its own benefits. Young graduate professionals can get Sickness and Permanent Incapacity Cover, Life Cover, Disability Cover or Critical Illness Cover, suited to their needs and using shortened application forms. It also offers free future cover at no additional charge, giving options to increase the PPS Sickness and Permanent Incapacity benefit, as well as options to take out or increase Life Cover. Members with qualifying life-risk products benefit from PPS’ s operational and investment returns through allocations to the notional PPS Profit-Share Account™ *.
By understanding students and young graduate professionals’ unique needs and preferences, you can develop marketing strategies that effectively engage these groups, fostering longterm relationships and securing their financial futures.
* Members holding qualifying life-risk products share in the profit and loss of PPS through the notional PPS Profit-Share Account™, which vests on retirement from age 60 or death. Past performance is not necessarily indicative of future performance.
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