Decoding Intent – How Consumers Search for Insurance and What It Means for Your Brand

Insurance might not be the flashiest or most exciting industry – few people stay up late to follow the latest insurance news (tennis fans know the feeling 😉). And let’s be honest, we don’t eagerly anticipate Black Friday insurance deals (though, insurers, maybe give it a thought).

But insurance is indispensable in today’s world. It provides peace of mind and stability when life throws the unexpected at us. Its role in supporting individuals and advancing society is undeniable.

What are people searching for in insurance? Which insurance categories were most searched online in 2024? How have search trends shifted over the past two or three years?
Are certain types of insurance more popular at specific times of the year – holidays, summer vacations, or health crises? Do particular brands dominate during major life events?

For an insurance company aiming to evaluate its campaigns and refine its strategies, these questions aren’t just interesting – they’re essential. And with today’s abundance of data, the answers are out there. The challenge is interpreting them to drive actionable insights.

What is Intent Radar?

It’s our data – driven tool that identifies real-time consumer needs at the category and brand levels. Intent Radar tracks searches related to product functionality, personal experiences, and commercial interests, generating a brand’s “intent score.”

Why does it matter?

In industries like insurance, where purchasing decisions involve lengthy research and consideration, tracking campaign effectiveness is tricky. Consumers don’t immediately act on ads – they research benefits, compare costs, and deliberate before committing. Intent Radar bridges this gap by using search queries as intent signals. It measures campaign impact, even when decisions are delayed, and informs future campaigns with actionable insights.

“In our industry, brand reputation is crucial in client decision making. Keeping a frequent tracking of people’s perception on our brand, analyzing our brand indicators versus competitors helped us be proactive, dynamic and prompt in line with our consumers evolving experiences and expectations.” Says a brand and communication manager from an insurance company.

Insights from Intent Radar

Intent Radar turns intent signals into actionable insights, enabling brands to engage more effectively with consumers and meet their needs throughout the decision-making process. Here’s what we discovered about consumer behavior in the insurance category:

• pensions: people prioritize personal reviews and experiences before looking into offers;
• home & health insurance: consumers compare prices and seek recommendations before deciding;
• life Insurance: the journey starts with price and offer evaluations but ultimately hinges on the benefits in the agreement.

Why is this important?

Every successful campaign starts with a solid data foundation.
In insurance, where choices are deliberate and involve considerable planning, knowing where you stand in the industry is critical. Tools like Intent Radar not only help you evaluate past efforts but also shape future campaigns to better meet consumer needs and outperform competitors.

Insurance might not be the most glamorous topic, but its role as a cornerstone of stability and security in our lives is unmatched. By tapping into the power of tools like Intent Radar, brands can ensure they’re not just part of the conversation but truly meeting the evolving needs of their customers – making the ordinary extraordinary in the moments it matters most.

Photos @Unsplash