Insurance Times Awards 2025: Paymentshield devises campaign to promote referral service based on advisor feedback

1. Why did Paymentshield enter the Marketing Campaign of the Year category?

We felt we had a really positive story to tell after identifying a growing gap in the ability for advisors to consistently offer insurance advice.

In response, we developed a referral proposition enabling advisors to seamlessly connect clients with our in-house specialists, who provide expert phone-based insurance guidance, and then launched the Refer and Protect campaign to help advisors understand how this service might mitigate their challenges.

The campaign intended to highlight the service as a trusted extension of the advisor’s offering and was extremely successful, helping to drive awareness, adoption and increase overall sales for Paymentshield.

2. What do you think makes your entry stand out and why should you win the gold award?

Aside from the impressive sales growth the campaign helped deliver, the campaign stands out because it was built around advisor feedback gained through Paymentshield’s advisor survey.

For example, 83% of advisors said they wanted to grow the volume of general insurance they are doing in the next 12 months, yet 50% reported they sometimes miss opportunities to sell.

Therefore, the campaign focused on education and sharing freely available information and resources to meet advisors’ needs. To ensure the campaign stood out visually, we created unique artificial intelligence (AI) generated imagery, which challenged the typical insurance provider approach.

3. What would winning this award mean to you and your organisation?

By highlighting the strength of our telephone referral team and the enhanced Advisor Hub commission calculator, we have really tried to empower advisors to see the value of referring to Paymentshield and the support available to them.

The campaign’s messaging resonated strongly and results far exceeded our expectations. So, to have this campaign recognised by the industry would be the icing on the cake and make our sales and marketing teams incredibly proud.