I have seen/heard a couple of slightly odd averts lately. Yes, I try and avoid adverts, but these seemed a tad odd.
One was an advert for a life assurance company proudly claiming that they "pay 100% of claims". The implication (though, I think, not said) is that other companies do not.
This seems a very strange claim to me. That can't mean it, surely. After all, if true, I should put in a claim. I'm not a customer, but if they pay 100% of claims it would be a way to get free money.
So I assume they mean they pay 100% of valid claims. But then that is what I would expect, what is their contract, and indeed what I would expect of every such company. Surely no life assurance company refuses to pay a valid claim, else they just get sued.
The second advert was an insurance company proudly proclaiming that they pay "99% of claims".
Again, odd. If they mean 99% of all claims, then they seem to be proud that only 1% of claims are fraudulent. I have no idea if that is good or bad compared to the industry, but I cannot see how it is a marketing statistic in any way. How is only 1% of claims being fraudulent a "selling point". Or are they saying that actually there are more than 1% that are fraudulent but they pay them anyway, thus being proud that they are being ripped off (and hence the customers that pay premiums being ripped off, ultimately). Or are they saying they don't pay all valid claims? I.e. you have a 1 in 100 chance of your (valid) claim not being paid if you go with them.
I just cannot understand the marketing point being made by either of these adverts. Crazy!
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