Insurance — Life & Income Protection
The shape tilts toward Conversion Efficiency (61.6) and away from Data & Tracking (51.2). That tilt tells you where the industry's marketing dollars have gone and where they haven't. The businesses that correct the tilt first will see outsized returns because they're fixing the constraint that's holding everything else back.
Dimension Breakdown
Bottom quartile. The bar is low. That means the opportunity to stand out is wide open.
AIA Australia at 76 vs Clearview Wealth at 47.2. That gap is wider than the difference between some entire industries. The leaders in this vertical are playing a different game.
-1.6 versus the national average of 63.2. This is where the industry has invested. The question is whether it's investing enough everywhere else to capitalise on that strength.
Selling protection to a market that does not want to think about it
Life insurance is one of the hardest marketing categories in Australia. The product addresses scenarios nobody wants to contemplate. The Royal Commission exposed industry practices that destroyed trust. And the underinsurance gap continues to widen despite billions in industry advertising.
The composite of 59.7 and the flat dimension profile tell the story of an industry that is adequate at everything and excellent at nothing. No dimension scores above 62. This is unusual. Most industries have at least one area of strength. Life insurance's consistency is consistently mediocre.
Acquisition at 60.8 with 25% weight captures the sector's reliance on advisers and intermediaries. Direct-to-consumer life insurance has grown (NobleOak, Zurich direct) but the majority of policies are still sold through financial advisers and super funds. The marketing challenge is both consumer-facing (awareness, education) and adviser-facing (product positioning, commission structures).
The brand challenge at 55.9 is the deepest structural problem. The Royal Commission revealed aggressive sales tactics, delayed claims and policies sold to people who did not need them. Rebuilding that trust requires sustained investment in transparency, claims experience and genuine customer advocacy.
Retention at 60.0 with 25% weight matters because life insurance policies lapse at alarming rates. APRA data shows lapse rates of 10-15% annually. That represents billions in lost premiums and, more importantly, millions of Australians who think they are protected but are not. Retention is both a business imperative and a social good.
Ranked 58th of 70. Bottom quartile. The blunt version: marketing in this vertical is an afterthought for most businesses. The opportunity version: any business that takes it seriously will have an open lane with very little competition for attention.
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Closest composite scores to Insurance — Life & Income Protection (60).
The bar in Insurance — Life & Income Protection is low. That's your advantage.
Most businesses in this vertical score below 59.7. A focused investment in Data & Tracking alone could move you ahead of the majority of your competitors. The opportunity exists because nobody else has taken it.
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Related industries, patterns and businesses in the Atlas.
Closest composite scores to Insurance — Life & Income Protection (60).