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What is Manulife's Sales and Marketing Strategy?
Manulife, a global financial services leader, has refined its sales and marketing to adapt to industry shifts. A key element was its June 2024 global brand strategy update, introducing 'Where will better take you,' highlighting its digital and customer-focused evolution.
This strategic pivot from its traditional agent-based model to an integrated, omnichannel approach underscores its commitment to customer-centricity and digital innovation across Asia, Canada, and the United States.
Manulife's strategy focuses on delivering financial products through an integrated, omnichannel approach. The company employs various marketing tactics to build brand awareness and drive sales, positioning itself effectively in a competitive landscape. Recent campaigns highlight its commitment to customer needs and digital engagement, building on its long history of providing financial security since its founding in 1887.
How Does Manulife Reach Its Customers?
Manulife employs a diverse sales channel strategy, blending traditional and digital methods to effectively reach its global customer base. This approach ensures that a wide range of financial products and services are accessible to various customer segments.
Direct Sales and Agent Networks
The company maintains a strong reliance on its direct sales teams and a vast network of independent agents and brokers. This traditional channel is vital for complex offerings such as life insurance and retirement solutions, where personalized advice is paramount.
Digital Platforms and Online Services
Manulife has significantly invested in digital platforms, including its website, online portals, and mobile applications. These channels are crucial for customer account management, self-service options, and lead generation, with over 70% of policyholders actively using online services in 2024.
Partnerships and Wholesale Distribution
The company utilizes wholesale distributors, partner retailers, and bancassurance agreements, particularly in Asian markets, to expand its reach. A notable collaboration is the renewed multi-year partnership with CENTUM Financial Group Inc. in August 2025.
Workplace and Group Channels
Manulife offers group benefits and retirement plans through employers and organizations. Its group benefits segment experienced a 6% increase in sales in 2024, highlighting the effectiveness of this channel.
This multi-channel approach allows Manulife to cater to over 36 million customers globally as of the close of 2024, supported by more than 109,000 agents and numerous distribution partners. The company's strategy focuses on a hybrid model that integrates digital advancements with essential human interaction, thereby enhancing support for its sales force and advisors. This comprehensive strategy is key to understanding the Competitors Landscape of Manulife and how the company positions itself within the financial services sector.
Key Sales Channel Strengths
Manulife's diverse sales channels are designed to maximize market penetration and customer engagement. The company's ability to adapt its approach across different regions and customer needs is a significant aspect of its business strategy.
- Personalized advice through direct sales and agents for complex products.
- Digital efficiency for customer self-service and lead generation.
- Broad market access via partnerships and wholesale distribution.
- Targeted offerings for employee benefits and retirement plans.
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What Marketing Tactics Does Manulife Use?
Manulife employs a multifaceted marketing strategy that integrates both digital and traditional channels to enhance brand recognition, generate leads, and boost sales. The company's approach focuses on building a strong online presence and engaging customers through various digital platforms.
Digital Engagement
Manulife actively uses content marketing, paid advertising, email campaigns, and social media platforms like LinkedIn, Facebook, and Twitter. These channels are crucial for building the brand, interacting with customers, and sharing financial insights.
Mobile Accessibility
The launch of the Manulife Online Mobile App in 2023 signifies a commitment to digital interaction. This app allows customers to conveniently access services through their mobile devices.
Influencer Collaborations
Past marketing efforts have included collaborations with influencers, such as child stars and comedians, to convey messages through podcasts. This strategy aims to increase brand visibility and reach a wider audience.
Traditional Media Presence
Traditional marketing methods, including TV, radio, and print advertising, are still utilized for broad brand awareness campaigns. These are particularly important in key markets to ensure widespread recognition.
Event Participation
The company engages in events and conferences to connect with potential customers and partners. Examples include its Investor Day events held in Hong Kong and Jakarta in June 2024.
Data-Driven Marketing
Manulife's marketing is increasingly reliant on data analytics. This helps in understanding customer behavior, segmenting audiences, and personalizing communications for more effective campaigns.
Strategic Investments and Digital Transformation
The company is making significant investments in technology, focusing on areas like AI, cloud computing, healthtech, e-commerce, big data, and insurtech. These investments are aimed at improving operational efficiency and customer service, aligning with its overall business strategy.
- In 2024, a significant portion of the marketing budget was allocated to online channels.
- The company anticipates over $600 million in benefits from its global digital customer leadership initiatives in 2024.
- Manulife projects a threefold return on investment from its digital initiatives through 2027.
- In June 2025, Manulife was recognized as the #1 life insurance company for AI maturity by Evident, highlighting its commitment to technological advancement.
- These digital efforts support Manulife's customer acquisition strategies and enhance its competitive marketing advantages. Understanding Mission, Vision & Core Values of Manulife provides context for these strategic decisions.
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How Is Manulife Positioned in the Market?
Manulife's brand positioning is built on being a reliable partner for financial security and overall well-being. The company distinguishes itself by offering a wide array of financial solutions and maintaining a significant global presence. Its core message focuses on empowering individuals, families, and businesses to make sound financial choices, with an emphasis on long-term stability.
Trusted Partner in Financial Security
Manulife positions itself as a trusted partner, guiding clients toward financial security and well-being. This is achieved through a comprehensive suite of financial products and a strong international footprint.
Global Presence and Comprehensive Solutions
The company leverages its extensive global presence to offer a broad spectrum of financial solutions. This allows Manulife to cater to diverse client needs across various life stages and financial goals.
Mission and Tagline Alignment
The brand's mission, 'Decisions Made Easier. Lives Made Better.', and global tagline, 'Where will better take you', encapsulate its commitment to simplifying financial decisions and improving lives.
Unified Visual Identity and Digital Transformation
A refreshed global logo and visual identity, implemented since June 2024, signify Manulife's transformation into a digital, customer-centric leader. This unified approach enhances brand consistency across all touchpoints.
Manulife's brand appeal is rooted in its ability to address key customer needs across health, life insurance, investment management, retirement planning, and savings. This customer-centric approach, coupled with a commitment to innovation, drives its strategy for reaching retirement planning customers. The company's investment in redesigning customer experiences and streamlining processes through technology underscores its forward-thinking business strategy. This dedication to digital transformation in its sales and marketing efforts is further validated by its recognition as the #1 life insurance company for AI maturity by Evident in June 2025, highlighting its leadership in leveraging advanced technology for client benefit.
Customer-Centric Solutions
Manulife offers tailored solutions across health, life, investments, and retirement planning. This focus ensures alignment with individual customer needs and financial goals.
Commitment to Innovation
The company actively invests in enhancing customer experiences through technological advancements. This commitment is key to its digital marketing campaigns and overall business strategy.
Brand Consistency
Brand consistency is maintained across all channels, from digital platforms to direct client interactions. This ensures a unified brand message and customer experience.
AI Maturity Leadership
Recognized as the #1 life insurance company for AI maturity in June 2025, Manulife demonstrates its prowess in utilizing AI for customer benefit and marketing effectiveness.
Digital Transformation
The role of digital transformation is central to Manulife's sales and marketing efforts. This includes redesigning customer journeys and simplifying processes through technology.
Strategic Growth
Understanding Growth Strategy of Manulife reveals how the company adapts its sales and marketing to evolving market demands and customer expectations.
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What Are Manulife’s Most Notable Campaigns?
Manulife has consistently implemented dynamic sales and marketing campaigns to strengthen its brand and drive business growth. These initiatives often focus on reinforcing its core mission and adapting to evolving customer needs across different markets.
Global Brand Strategy Launch
In June 2024, Manulife launched its global brand strategy, introducing the tagline 'Where will better take you.' This campaign aimed to unify its brand resonance worldwide and highlight its mission of 'Decisions Made Easier. Lives Made Better.' The initiative featured extensive advertising across Hong Kong, including prominent placements at the Star Ferry Pier, on taxis, and at Hong Kong International Airport, as well as digital panels and bus shelter dominations. A key element was the showcase of animated videos at the façade of M+.
'Manulife Stories' in the Philippines
The 'Manulife Stories' video series, launched in the Philippines in October 2024, celebrated customer achievements and encouraged financial proactivity. Featuring six customer narratives, including that of brand ambassador Anne Curtis, the campaign highlighted how insurance provided security during significant life events. The series was distributed via Manulife's YouTube channel, reinforcing the 'Where will better take you' theme.
'Retire your way' Campaign in Hong Kong
During the fourth quarter of 2024, a brand campaign titled 'Retire your way' was introduced in Hong Kong. This initiative targeted individuals aged 25-49, encouraging them to re-evaluate their Mandatory Provident Fund (MPF) and take charge of their retirement planning. This campaign focused on a crucial growth segment representing over half of Manulife's MPF Assets Under Management (AUM).
'Better Days' Campaign in the Philippines
In June 2025, Manulife Philippines launched the 'Better Days' Campaign in partnership with Pfizer. This awareness campaign focuses on promoting holistic health and wellness by co-creating public information initiatives. The goal is to enhance health literacy and financial security by raising awareness around preventive healthcare, treatments, disease management, and financial protection against critical illnesses.
These campaigns demonstrate a multifaceted approach to Manulife's sales and marketing strategy, emphasizing brand consistency, customer storytelling, targeted retirement planning solutions, and a growing focus on holistic health and financial well-being. Understanding the evolution of these efforts provides insight into the company's broader business strategy for customer acquisition and brand positioning.
Global Brand Resonance
The Global Brand Strategy Launch in June 2024 aimed to create a unified brand presence worldwide, reinforcing the company's mission to simplify decisions and improve lives.
Customer-Centric Storytelling
The 'Manulife Stories' campaign in the Philippines leveraged personal narratives to inspire financial security, showcasing real customer experiences and the impact of insurance.
Targeted Retirement Solutions
The 'Retire your way' campaign in Hong Kong specifically addressed the younger demographic (25-49) to encourage proactive retirement planning and engagement with MPF products.
Holistic Health Focus
The 'Better Days' Campaign, a collaboration with Pfizer, aims to boost health literacy and financial protection by promoting preventive healthcare and critical illness awareness.
Digital Marketing Integration
The use of YouTube for the 'Manulife Stories' series and digital panels in Hong Kong highlights the integration of digital channels in reaching target audiences.
Strategic Partnerships
Collaborations, such as the one with Pfizer for the 'Better Days' Campaign, are key to expanding reach and impact in health and wellness initiatives.
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