How It Started

Our first project with MassMutual Coverpath was a show-stopping, cinema-quality launch video for their biggest conference of the year with thousands of attendees. That partnership was so successful that they brought us in as their video agency to help them with even bigger challenges.

Specifically, they asked us to create video content that would help them double their users, while maintaining or improving their NPS (Net Promoter Score). We helped them meet and exceed their goals.

In fact, we helped them double their users- twice!

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The Challenge

Coverpath is a state-of-the-art, industry-leading life insurance platform. But life insurance and innovation don't always go together. The industry was deeply invested in the old way of doing things and potential users were wary of making big changes to how they do business.

Our challenge was to get more advisors to use the platform. Specifically, the challenge was to more than double the platform's user base over a 12 month period.

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How Success Was Measured

1. Number of financial advisors who actively used the platform. Active use meant not only signing up for the platform, but also using the platform for real-life end clients.
2. A successful Net Promotor Score (NPS) from the financial advisors regarding the platform.
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How We Did It

First, we met with them at their New York office on multiple occasions to learn about their needs.

Those conversations, which were with key decision makers at the C-Suite, VP, and Senior Marketing Manager levels, gave us a deep understanding of how their industry and their business worked.

We realized we needed to know more about their target audience. So, working with the client’s marketing department, we performed over a dozen telephone and Zoom interviews with handpicked current platform users. We wanted to learn as much as we could about these users' challenges with the platform as well as their successes.

We came away with several insights after this research, which we shared with the client in a second round of meetings.

The strategy was to deliver a variety of videos and stories to the advisors:

• First, we inspired them to be part of the platform with highly-polished, cinema-quality tentpole videos. The advisors were the heroes of these stories, and we positioned Coverpath as the secret weapon to help them grow their business and increase their end clients' trust. These were inspirational videos meant for wide distribution.
• Second, we helped educate them with more technical explainer-type videos. Because no matter how intuitive a platform is, users appreciate a more detailed, nuts-and-bolts explanation of how things work.
• Third, we gave the advisors TV commercial quality sales & marketing videos they could use to help consumers understand how Coverpath can help simplify and speed the life insurance experience.

The storytelling and production value for these videos had to be high, with plenty of polish. Our audience was sophisticated, so delivering high story and production values helped cement the high-end value that Coverpath brings to them.

We wrote, produced, directed and shot, edited, and did the post-production and visual effects for each of these videos in-house at Froth & Fur, with Patrick Ortman at the helm.

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Results

We helped them to more than double the user base in a 12 month period, with a successful NPS score. This led to the client engaging us as their video agency for a multi-year period, where we continued to help them grow the platform's success and double their users (again!) among their financial services advisor audience.

Oh, and we won a TON of awards for the work.