In business, the role of marketing has evolved far beyond promotion, it is now a strategic engine that drives growth, distribution, and trust, particularly in an industry where relationships are essential and risk is complex. For organizations like the Insurance Institute of Gauteng (IIG), that serve the broader insurance community, marketing means more than just visibility, it means meaningful engagement and measurable impact.
The IIG’s digital growth shows a clear reflection of how engagement is transforming within our industry. Over the past year, the IIG’s LinkedIn following grew by nearly 30%, with consistent engagement on content that celebrates community, learning, and transformation within our industry. Instagram and Facebook continue to grow steadily, proving that even in a professional space, audiences are craving authenticity and storytelling. It’s not about posting more; it’s about posting with purpose. The content that performs best isn’t always the corporate updates; it’s the ones that remind people why they chose this industry in the first place.
Beyond social metrics, marketing plays a central role in new-market development and product adoption. Across the industry, we’ve seen how marketing bridges technical excellence with emotional intelligence. A broker may understand cover limits and exclusions, but what makes them choose one insurer over another often comes down to brand credibility and alignment of values. The same applies to clients. In a marketplace where many products sound the same, marketing becomes the differentiator that tells people why your version of protection is worth believing in. Effective marketing must show that insurers are not just pricing risk, they are partnering, guiding, and delivering. From underwriting to claims, every touchpoint becomes a marketing moment and organisations that get this right build stronger relationships and higher retention.
Globally, insurers that invest in strong marketing capabilities are outperforming their peers in both reputation and retention. Deloitte’s Marketing Trends 2025 report reinforces this trend, noting that brands built on clear purpose and proven impact achieve stronger, more sustainable growth, driven by trust and authenticity. Closer to home, we’ve seen the same principle at play, insurers and UMAs who show up consistently, communicate transparently, and educate rather than sell are the ones strengthening broker partnerships and earning trust.
For the IIG community, the message is clear, marketing isn’t about gloss; it’s about impact. It’s the connector between strategy and story, it’s how we translate complexity into clarity and remind the world that insurance isn’t just about risk, it’s about resilience. As we move forward into a future defined by technology, transparency, and transformation, marketing will continue to be the bridge that holds it all together. Because in the business of risk, trust is our true currency, and marketing, done well, is how we earn it every day.
Shaazia Khan – Marketing Manager – iTOO
