Gibraltar BSN Life Berhad is looking to bring its insurance produce to youths with a new brand campaign titled “Welcome to Adulthood”.
With a sizeable youth base of 45% aged between 15-39 years old, the impact of COVID-19 pandemic resulted in many of the segment facing income issues due to a contraction of the job market however there was also the expansion of the gig economy with many of them getting into this space.
The current unemployment rate among youths is at 8.8% against the overall unemployment rate of 4.6% as of August the highest seen to date. As many have adopted the gig economy as a source of income the setback of not having any financial stability nor employer insurance is a cause of concern.
In order to provide minimum coverage for the group, Gibraltar BSN’s new product offerings aim to fill the gap and the same time provide a safety net for the group.
Lee Kok Wah, Gibraltar BSN’s Chief Executive Officer We are confident that our efforts to provide affordable and relevant protection from as low as RM7.60 per month will not only help deepen insurance penetration but most importantly, support the growth of a healthy and financially sound young generation.”
The brand campaign comprises two short impactful videos that show how purchasing life insurance on i2u can help young adults take their first step towards financial independence. i2u is the life insurer’s e-Commerce platform and offers three (3) simple and affordable direct products; i-Protect, a critical illness coverage plan from RM7.60 per month, i-Care, a term life insurance plan from RM9.75 per month and i-Med, a medical card plan from RM41.85 per month.