A Fortune 500 insurance and financial services firm sought to develop a more compelling brand promise for one of its variable annuity products. Gelb Consulting conducted web-enabled telephone interviews with broker-dealers to assess the appeal of the new sales presentation. These interviews explored initial reactions and attitudes about the product, its benefits to the broker and investor, and gathered recommendations for improving their marketing communications materials. Our work resulted in direction on what matters most to broker-dealers, and how best to increase sales through the sales literature.
