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Ethical culture - the challenge for insurance marketers


Publication date:

27 May 2016

Last updated:

18 December 2023

Guide on ethical culture and insurance marketing, looking at 5 issues in depth: product, information, price, distribution and suppliers.

Marketers are increasingly involved in some of the most important aspects of the customer proposition. Their role is no longer just about how products are communicated, but more often about how they are built, priced and serviced. Ethical considerations form an important part of this shift.

Yet marketers don't always hold board-level influence in insurance firms, so 'doing the right thing' can take courage and perseverance. As insurance firms seek to refashion their relationship with consumers, the role of the marketer in underscoring this with trust is vital.

The CII has produced this guidance paper to help not just insurance marketers, but anyone involved in the following areas to share experiences and best practice across the sector:

  • Pricing
  • Product design and governance
  • Insight and customer information
  • Distribution and supplier partnerships

It is part of our 'ethical culture' series, in which we highlight for insurance professionals the steps they can take to uphold their public interest obligations.

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This document is believed to be accurate but is not intended as a basis of knowledge upon which advice can be given. Neither the author (personal or corporate), the CII group, local institute or Society, or any of the officers or employees of those organisations accept any responsibility for any loss occasioned to any person acting or refraining from action as a result of the data or opinions included in this material. Opinions expressed are those of the author or authors and not necessarily those of the CII group, local institutes, or Societies.