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.