Ethical culture: The challenge for insurance marketers

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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.