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Personal Insurance

Momentum Through Customer Choice

Liberty Mutual Insurance Group's Personal Insurance Strategic Business Unit (SBU) sells private passenger automobile, homeowners and specialty (including watercraft, motorcycle, recreational vehicle and umbrella) property and casualty (P&C) products in the U.S. under the Liberty Mutual Insurance and Safeco Insurance brands.

Safeco's first national ad campaign
"Do More" won multiple awards

Liberty Mutual named Compuware's
"Best of Web Mobile Leader"

2014–2016 Official Partner of
U.S. Olympic and Paralympic Teams

In 2013, Personal Insurance helped fuel Liberty Mutual Insurance Group's momentum through a commitment to delivering the best customer experience in the industry and continued growth.

“Our advances in technology and distribution channel diversification — along with increased brand awareness and innovative products and services — are moving us closer to our goal of becoming a top-five personal lines carrier,” said Personal Insurance President Tim Sweeney.

As it continues to integrate its multichannel distribution approach, the SBU's Strategic Partnership Distribution group signed contracts with four major partners — Xfinity, Kroger, Mass Mutual and Comparenow.com — that promise attractive growth potential for new business. Safeco also moved up from third- to second-largest writer of auto and home insurance products in the independent agency channel thanks to strong agency management, record highs in agency satisfaction and a focus on the agency value proposition.

On the mobile technology front, Liberty Mutual was named Compuware's “Best of the Web Mobile Leader,” and the company's mobile site earned first place in the Auto and Property Insurance category. As for claims technology innovations, Forrester Research recently recognized Liberty Mutual for having the “Best-in-Class Auto Mobile Claims App,” which outscored competing companies by a wide margin.

Personal Insurance made strides to boost brand awareness in 2013, taking advantage of Liberty Mutual's partnership with the United States Olympic Committee as the Official Partner of the 2014 and 2016 U.S. Olympic and Paralympic Teams. The 13 athletes joining Team Liberty Mutual helped promote the new “Rise” marketing campaign, which showcases the determination in all who face a setback only to finally come back. Additionally, Personal Insurance launched a new Social Media Center of Excellence to enhance social strategy and execution, improve social listening and moderation, and strengthen analytics. As the only exclusively independent agent carrier advertising nationally, Safeco broke ground with its first national ad campaign, “Do More,” which won awards from the Insurance Marketing and Communications Association.

The Personal Insurance Innovation team has been busy taking Liberty in fresh directions. The new Deductible Fund™ coverage adds $100 annually to an account that accumulates to reduce the customer's deductible after a collision. The team also piloted Auto and Home Services to differentiate Liberty Mutual in a fiercely competitive industry. This suite of services includes Claims Valet, which provides a driver who picks up a damaged car from the customer's home and returns it when repairs are complete.

“Our success in the last year demonstrates the kind of dedication to best-in-class customer experiences that will enable us to continue to grow and thrive within our industry in 2014,” Sweeney said.

E-Commerce Takes Off

To reach customers and prospects the way they want, when they want, Personal Insurance helps its independent agents integrate social media and e-commerce into their business models.

Every minute of an insurance agent's day is accounted for, so it's important he or she has high-quality tools that easily integrate social media and e-commerce into his or her business models. In 2013, Personal Insurance made major advances in e-commerce through greater agent education, building momentum for both Liberty Mutual sales representatives and Safeco agents.

Personal Insurance Sales Representative Jennifer Crowley is no novice when it comes to social media. An avid Facebook user since 2008, she has leveraged the platform both personally and professionally for one reason: staying connected. An early adopter of the Liberty Mutual Insurance Facebook field program, Crowley uses Facebook's scale and reach to communicate with customers and prospects the way they want, when they want.

“Many clients use Facebook as their primary way of getting in touch,” explained Crowley. “I get notifications right to my phone, so it's really easy to be responsive. I can over deliver to my customers who didn't expect to hear from me immediately, and I've received a lot of great feedback.”

Crowley is seeing it pay off, as satisfied customers continue to generate numerous referrals, testimonials and new connections. The result? Facebook contributes to 15 percent of her book of business.

For agents who may not be as familiar with digital marketing, Safeco offers “Bricks and Clicks,” an internal program that helps them better understand social media and e-commerce. Safeco independent agents Tony and Chris Fernandez have successfully followed the principles of the program for the past three years. Their business is growing at 59 percent and has passed the $10 million mark in premium. In the past year, $480,000 of premium was sold over social media, with 80 percent going to Safeco. The sales ratio for quotes via their website reached an astounding 90 percent.

“E-commerce is a long-term commitment,” said Tony. “It's putting down seeds and waiting for them to grow.” Meanwhile, Chris has lined up eight new agents in 2014 for Project CAP, a set of online marketing tools to help independent agencies capture personal lines market share and access sales statistics they can use to convince other agents of the rewards of e-commerce. “Safeco is the only carrier offering anything like these programs,” Chris said. “The company is truly committed to the independent agent.”

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