Women-Only Insurance: A New Niche?
Looks like one South African insurer is taking the word "niche" to new heights. Enter 1st For Women, an insurance brokerage for women only. AdFreak has the story, along with some of 1st For Women's print ads (click the photo to enlarge).
The South African insurance company, which offers coverage only to women, is under the impression that women are a safer bet, insurance-wise, because they don't put one another in senseless danger.
They raise a good point. You surely won't see my friends and me practicing any ridiculous stunts (other than walking in higher-than-high shoes). But in all seriousness, the insurer is accomplishing a couple of rather large feats:
- Targeting and catering to a highly lucrative demographic
- Developing a strong sales niche
- Becoming the first of their kind to do so
- Creating remarkable marketing campaigns to distinguish themselves from the crowd
I'm sure someone could play devil's advocate and tell me why singling out the men isn't a good idea...but I for one am impressed. Very innovative indeed.
[Thanks to the talented Jeb Foster for the link!]
