Young employees (Male & Female, 23-32) interested in learning if they need life insurance, search Google for terms such as "Do I need a life insurance?". This search leads them to Moneyunder30.com's article "Life Insurance: Is It Worth It And When Do You Need It?".
Some consumers end up converting with brands such as Bestow and Sproutt. In contrast, others continue their journey by searching for additional information on r/personalfinance sub-Reddit, where they are convinced to convert with USAA or Liberty Mutual. They are mentioned as the best options in the comments in several posts.
These consumers were not exposed to Fabric in the article nor on r/personalfinance.
Our platform raised two recommendations for insurance providers to increase both brand awareness and user acquisition for these consumer segments:
1. Sponsored Content & Affiliate Partnership: Partner with (or improve existing partnership with) Moneyunder30.com to include affiliate links within the best-performing life insurance articles to attract high intent consumers to your website before interacting with competitors.
2. Reddit Advertisement: Target this consumer group with Reddit advertising in the subreddit r/personalfinance at times and days when they are most active (Saturday & Sunday, 18:00-22:00) to increase brand awareness and disrupt them before they end up converting with competitors.