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  • Marketing

    The art of inconvenience

    Feb 11, 2019 4 minutes

    Background: The motorcycle insurance industry in Australia is highly competitive, with more than 25 brands servicing 849,296 riders in the country. For more than 50 years, Swann Insurance has provided motorcycle insurance to loyal customers. In 2017, however, the company was faced with several big challenges. General insurers began entering the market with lowered prices and offering motorcycle insurance as part of their broader policies such as car, home and motorcycle rolled into easy-to-purchase packages. In addition, other economic factors such as rising costs of living meant that Australian riders were now choosing insurance products based on price rather than speciality or brand loyalty.

    Another challenge was

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