Direct marketing is a complementary channel for insurance distribution that can help insurers reach consumers and address challenges in a simple, fast, and trusting environment. MetLife's direct marketing model in Europe, the Middle East and Africa operates in 29 countries, works with over 80 partners, and acquired over 900,000 new customers in 2014. Direct marketing is not expected to displace traditional channels but to add to insurers' strategies for competing in the 21st century.

1. ©UFS
Direct Marketing: a complementary
channel for Insurance Distribution
Federico Pastora
VP & Head of Direct to Consumer – MetLife EMEA
EFMA Distribution Summit | Barcelona 26th March, 2015

2. Social
Print Search
TV/Video Site
eMail
Digital Media
Mobile
Offline Data
Digital Data
Mgmt PlatformCRM Data
Platform
The shopping process has changed
2

3. The changing face of insurance sales
How likely would you be to consider purchasing insurance coverage from
these potential sources for insurance if they sold insurance?
(% who would consider or strongly consider)
Source: North American Technographics® Omnibus Online Survey, Q1 2014 (US); Base: US Online Adults 18+
© 2012 Forrester Research, Inc.
3

4. 4
EMEA Direct-to-Consumer Footprint
REGIONAL FOOTPRINT
29 Countries
85+
DM
Professionals
2450
Operators
25M
Leads
35
Call Centers
900K+
New Customers
80
ACTIVE
Partners
HIGHLIGHT Y2014
30 NEW PARTNERS
2014: Facts and Figures
 Strong cultural and local understanding of diverse markets and practices
 Dedicated expert teams with ability to deliver end-to-end effective solutions
A region of Demographic and Financial Contrast
Countries with active DM operations
 Romania
 France
 Spain
 Portugal
 Slovakia
 Russia
 Turkey
 Poland
 Gulf
 Italy
 Greece
 Bulgaria
 Egypt

5. Why our Partners sell Insurance to their Customers
 Increase loyalty
 Reduce churn (Telecoms)
 Increase stickiness
 Increase Brand awareness
 Additional revenue stream
 They care about their customers and family protection
 Differentiation and Opportunity cost – If they don’t do it, others will
67% of Telecom (*) customers declared
interest in Insurance offered by Telecom +
MetLife
Telecom (*) customers evaluate positively
(42%) or neutrally (40%) the purchasing
experience.
(*) Source: Telecom research in Poland
5

6. Insurance product positioning
6
Correlation between Insurance Offer and Customer Linkage
Insurance Offer Adaptation Customer Linkage
Low
High
-
+
Rational
Emotional
RETAIL BANKS
CREDIT CARDS
CONSUMER LOANS
TELCOS & UTILITIES
CAR MANUFACTURERS
RETAILERS
PROFESSIONAL ASSOCIATIONS
SPORT CLUBS
NON PROFIT ORGANIZATIONS

7. MetLife’s Direct Marketing Model
Direct Marketing in EMEA is mostly telephone-based
 ACQUIRE: Simple guaranteed issue A&H Products
 DEVELOP: Cross-sell + new offer to non-interested and non-contractual
 ENGAGE: Up-Sell + Cross-Sell to existing customers
 RETAIN: Inbound retention, missed payment, outbound lapse rescue
MetLife’s Direct Marketing Model is based on four value disciplines
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8. Internet – a trusted source of Information
Which one source would you trust the most to give you advice on Life & Protection insurance?
Source: Swiss Re – European Insurance Report 2012: customers for life.
Internet as the most trusted source
and the first driver for consumers awareness & consideration
8

9. Customer has the purchasing decision power
ADVOCACY
DECISION
INTENTION
AWARENESS
CONSIDERATION
1 REACH
2
3
4
5
CAPTURE
CONTACT
CONVERT
ENGAGE
9

10. Customer Centricity - Leverage touch points
REACH
CAPTURE
CONTACT
CONVERT
ENGAGE
Integrate with our Partners’ customer journey
Facilitate the customer decision with an improved customer
onboarding experience ( combine voice & data technologies )
Maintain on ongoing relationship with the customer through
regular communications, upgrade & Xsell offers.
1
2
3
4
5
Qualify the Sponsor Database : drive database segmentation
to better understand the customer and the product fit
Listen to the customer and adapt the telephone script &
message for a personalized approach
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11. Direct Marketing: support, not substitute
 Many insurers consider the direct-to-consumer channel to be a vital
addition to their strategy – one that will enable them to survive and
effectively compete in the 21st century (*)
 Direct distribution is not expected to displace traditional channels –
but it will help insurers to reach consumers by addressing multiple
consumer challenges in a simple, fast and trusting environment (*)
(*) Source: PWC – Life Insurance is “sold” and not “bought“ for how long?
A perspective on direct to consumer life Insurance – February 2013”
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12. “MetLife, Inc. (NYSE: MET), through its subsidiaries and affiliates (“MetLife”), is one of the largest life insurance companies in the world. Founded
in 1868, MetLife is a global provider of life insurance, annuities, employee benefits and asset management. Serving approximately 100 million
customers, MetLife has operations in nearly 50 countries and holds leading market positions in the United States, Japan, Latin America, Asia,
Europe and the Middle East. For more information, visit www.metlife.com.”