Overtime product offerings change and often older policies can become unviable. Moving existing customers from product A to Product B is a time of high churn.
Presenting changes in policy as an Upgrade delivered an immediate customer benefit, including a new incentive to the policy - Family Care helpline - added further customer value. A simple single page Direct Mail pack - which cost-effectively allowed for variable data - with detail about the NEW product benefit (Family Care SOS) started the conversation positively lifting the perception that a minor increase in premium was 'value for money' when comparing to keeping your family's future secured.
Churn was reduced by 15% compared to past policy changes.