BIN Digest

Business Insurance Now, an online provider of small business insurance, recently conducted a survey to determine what exactly business insurance buyers were looking for and what kind of service they required. In the interest of providing the best services possible to clients (services they actually want as opposed to settle for), Business Insurance Now was able to construct two distinct buyer personas from the data. Most of their clients fell into one of these two categories. The information was distilled into two sample buyer personas, “David” and “Kathy”. Both are high level executives and business owners, yet they have two different approaches to business insurance and their needs. David requires business insurance in order to be in contractual compliance with clients and would like coverage that is tailored specifically to him and his business needs, without many extra additions. Kathy, however, isn’t completely sure what type of business insurance business insurance she needs and wants to know that she has full coverage in the interest of peace of mind. She doesn’t want to be taken advantage of and has yet to find a policy that works for her because she can’t get clear, well-articulated answers from insurance representatives. Business Insurance Now is excited about the results of their survey and is looking forward to implementing the knowledge gained by creating new services and providing the type of information clients are looking for in a format they will be most comfortable with.