I recently started working on a project, where I had to create a website for an insurance consultant. When you look for inspiration online, you notice that most of the insurance websites flaunt a UI that is extremely outdated. It always has a shade of blue, strict corners, a thousand boxes, and an annoyingly charming man in a suit. That's just how it is. The tone of their content is uptight and intimidating, automatically driving anyone under the age of 28 years, out of the website and into the arms of a bad financial decision.
Think about it- something as small and basic as a website birthed this train of thought in my mind- my default response to anything finance, investment, or insurance, hence, is the thought that if I even tried to understand what it was, I'd inevitably fail and end up doing something counterproductive.
This lead me to thinking- if such a predictive negative response derived from a simple website, imagine the kind of things I could do if I aspired for a predictive positive response- a finance website that made the audience feel good about themselves or their future decisions!
I designed the website using vectors and flat colors, used minimal layouts, pastel colors, and an unapologetic amount of white space- my content was fun and conversational.
Why was I drawn to such an idea? Vectors and flat colors generally rule the digital space, more so technology and innovation- why did I create something like this for an insurance consultant?
Great content is ALWAYS subtly predictive in nature.
Take the example of Policybazaar, or ICICI bank- when you take a look at their advertisements or their Social media campaigns, you will notice that-
a. They are young, colorful, fun and quick
b. They’re trying to cater more towards the younger generation, than 'stereotypically' the old.
c. Their content always hints towards a future market trend.
d. They act like they're the kings of the industry- not just players. They're the initiators and the thought leaders. They make the rules!
Compare their content to someone like #PNB – I mean, that bank doesn’t even have a social media team, so we already know that they lag a couple of decades. However, their advertisements and their press releases, too, talk about old people, buying houses and cars to make their family happy, and loans to buy- well, said houses and cars. Their color scheme is outdated, their approach is outdated, their target audience is outdated, and all in all, their entire concept of a 'materialistic millennial', is outdated. I don't need to buy my family cars or houses to make them feel secure. I come from a generation that saved, and the generation after me probably will never witness financial stress like did our grandparents. Right now, I don't feel the need to save up for a 'ghar or gaadi' (house and car, as referred to when speaking about dowry).
ICICI on the other hand, with every succeeding campaign becomes younger- they recently launched a program that automatically gave you the option to round off your digital payments to the nearest tens/hundreds, and invest the remaining amount in your RD. I’m a 24-year-old with parents who were bankers, and I am terrified of FD’s and RD’s and other D’s. But sign me up for this campaign, because ICICI knows that as mentioned before, although my generation doesn't really understand the need to save up for a car or a house, the bank is taking steps to make sure I have enough money in my account in case I do want a car.
Why do they butter us so? Because they know, that my generation, in the next 10 years, will be the one that drives the economy (since we’re the start-up generation and are driving sales through creative digital initiatives. More about that in a different post). They know that I don't have the time, and if they can take care of the amounts that I may not care that much about, I may just hand them my entire portfolio in the future.
Those guys know how to sell me money.
Whenever you write a blog, or make a website, or make a company profile, or make a social media post, or write a book, apart from studying direct competitors in the market, study those who may amalgamate with you ten years down the line. Are you an insurance agent? Learn about innovation and Insurtech. Are you an education consultant? Learn about life coaching and luxury markets. Are you a banker? Learn about Wealth management and Mutual funds (or whatever the cool kids like investing in nowadays for easy returns). I mean, Paytm turned the stock market into a game through their app- and look where they are now.