The document summarizes a presentation about turning credit union web portals into sales machines for insurance products. Some key points: 1) Having an "insurance aisle" on credit union websites can generate insurance customers every day and provide annuitized fee income without requiring prospecting or marketing from the credit union. 2) Most consumers now research insurance options online before purchasing, so credit union websites need to provide insurance rates, education, and an easy purchasing process to meet member needs and capture this business. 3) Integrating insurance quotes and purchases directly into the web portal experience, from loans to bill pay, allows automatic marketing of options to members at natural "triggers" or moments in their relationship with the credit

1. Turning your Web Portal into a Sales
Machine
NAFCU Annual Conference
2011

2. Insurance Aisles

3. Host
Jeffrey Chesky
• President & CEO -
Insuritas
• Founder, BIS/Insuritas
• Contact Information
• jchesky@insuritas.com
• 860.653.1134

4. Why we know what we know
• Run insurance agencies for over 35 financial institutions
nationally – Avg. $1.1 billion assets, total 3.8 million
Consumer & 63,000 Commercial accounts
• Our Credit Union partners do not have insurance agents
anywhere in market
• We do no prospecting – no marketing – no cold calling –
Credit Union generates ALL leads
• CU employees are not allowed to earn reward or cross-
selling fees
• Process over 5,000 member auto/home quotes each month
• Web Sites becoming Sales Engines!

5. AGENDA
• What’s the goal of your CU web site?
• What your members want vs. what you offer
• Your Web Portal is a sleeping sales
machine.
• What is the ‘Insurance Aisle’ teaching us?
• What you want to be working on now.

6. Some Definitions
• Web Portal vs. Web Site
• E-Commerce
• Enterprise Solution – Incremental Solution
• SEO
• ‘Aisle in your Store and on the Web’
• Credit Union Driven Integration
• Shopping Cart
• Anything Else?
• Single Check-Out

7. Why an ‘Insurance Aisle’ in
your Store?
80-90%
1. 100% Members Buy HIGH SPECIALITY DIFFERENTIATED
Annually
Large
2. Create Insurance Commercial
Customers Every Day Perceived
3. Annuitizing Fee Income Added Value THRESHOLD COMMODITY
Sub
4. Protects from Incursion Standard
Standard Small
5. Drives Earnings Personal
Personal
Commercial
LOW
6. Promotes Retention
7. Expands Wallet Share LOW Competitive HIGH
8. Expands Market Share Intensity

8. The Failure Trap
16%
78%
74%
64%
Conversion Rates
34%
85%
46%
38%
22%

9. The Science of the Instant of
Interest
• There are TWO times
when your member needs
to talk about insurance
1. Loan Requires Insurance
2. Renewal Notice in Mail
• There is new place Response
Instant of Interest
where your members are Rate
comfortable shopping
Time

10. Leveraging Loans - Transfer Triggers
Activity Trigger Action
Loan Lead
Insurance
1 Application
Required
Form
Completed Sent
Commitment Insurance Lead
2 Letter Listed as Form
Generated Contingency Sent
Loan
Insurance Lead
3 Approved
Closing
Open Form
Item Sent
Scheduled

11. Gathering
Expiration
Dates
Pushing & Pulling
•Gas Cards
•Gift Cards
•LCD TVs
$168.00

12. X-Date Plan ’10

13. Managing a Multi-Channel,
Process & Product Centric Approach
Channel
presentation Branch Loan Internet Phone On-Board
Channel
specific process
customization
Channel Referral Platform Referral Platform
agnostic Capture X-Date Buy Now
process
Process platform Agency Web Service
Policy Renewal Date Insurance Instant of Interest
CIF Database Agency Database
Product-specific
processes with
reusability
potential Credit Renewal
Accounts Loans Cards Date

14. Where are your members
shopping?
90% of Consumers Research Out of Financial Services Products,
Online Before Buying Auto Insurance is Ranked #2
Researched Online
1% Percentage of applicants who researched online:
9% Young Old
25% US Gen Y Gen X (28- Boomers Boomers Seniors
Applicants (18-27) 41) (42-51) (52-62) (63+)
Credit Cards 59% 66% 68% 51% 48% 33%
27% Auto Insurance 51% 58% 58% 49% 44% 27%
Mortgages (refinance) 48% 63% 57% 45% 38% 31%
Mortgages (purchase) 47% 52% 54% 40% 31% 25%
Home Equity 45% 52% 57% 40% 30% 26%
38% Savings Accounts 44% 42% 58% 37% 35% 24%
Checking Accounts 38% 37% 50% 32% 26% 23%
Life Insurance 34% 32% 36% 33% 35% 27%
Always Often Sometimes Rarely Never
Source: iCrossing Online Retail Report, 2007 Source: Forrester Research, North American Technographics Benchmark Survey

15. What your Web Portal Does
• Describes Products
• Provides Content/Education
• Rates & Costs
• Helpful Directions
• Community Involvement
• On-Line Bill Pay
• On-Line Visitors

16. What Does the Member Want?
• Price
• Convenience
• Selection
• Service

17. “Insuring Everything Important in your Life”
Insurance Agency Marketing Calendar
Agency Web Web Direct Statement Rack Call Social
Product Partner Platform Splash Sales Mail Stuffers Brochure TAD Platform Bill Pay Center Radio TV Email Twitter Networking
Term Life Quick Quote 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Medical One Health One 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Vision Careington 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Dental Caretington 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Prescription Careington 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Auto Warranty Rte 66 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Home Warranty Old Republic 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Roadside Assistance TripMate 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
AD&D Affinion 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
ID Theft Affinion 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Whole Life Quick Quote 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Travel Insurance TripMate 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Pet Insurance Hartville 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Arts & Collectibles AXA 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
Wedding Insurance Travelers 5 5 5 5 5 5 5 5 5 5 5 5 5 5 5
www.unitedfcu.org

18. Google Analytics

19. Insurance will rank #2
Behind online bill pay
AD&D
Auto
Prescription
Card

20. Carriers Competing For Member’s
Business
Insur ance Carrier Status Result
Auto - Succeeded Auto - $608.70 (6 Months)
Home - Succeeded Home - $215.00 (12 Months)
The lead selected the quote from this carrier:
Auto - Succeeded Auto - $628.00 (6 Months)
Auto - Succeeded Auto - $655.00 (6 Months)
Home - Succeeded Home - $165.00 (12 Months)
Auto - Succeeded Auto - $1,665.00 (12 Months)
Home - Succeeded Auto & Home - $1,976.00 (12 Months)

21. Member Share - 2010

22. What We’re Working On
• CSR 7/24
• Full Integration into your core
• Consumer portals live – driving all online
shopping/researching/purchasing
• Shopping Cart goes live
• On-line Insurance Portfolio
• Straight Through Binding for P&C in 2011
• Email partial interview to personalized link
• Automatic remarket using previous year info

23. Closing Thoughts
• What Do You Members Want from your Web
Portal
• What will vendors do so support those needs
• Two CEO questions:
– % of Members Using Agency
– % of Members with X-Dates START TODAY
• Permanent aisle in the store
• Leverage infrastructure capabilities
• On-line Banking can also sell
• Control all insurance products
• Plan for demand loads

24. QUESTIONS?