Old Mutual pins future on ‘opti-channel’ product distribution
Customers should have access to the medium of their choice, whether it be digital platforms or face-to-face interaction
Old Mutual says that while it is becoming an increasingly digital business, its growth will rely on its ability to continue rolling out its insurance and investment products through what it calls an “opti-channel” distribution model.
While that may sound like yet another marketing buzzword, the principle has very practical underpinnings for a company with products ranging from funeral policies sold to lower-income consumers to investment products aimed at high net worth individuals. That means the group needs to reshape its product distribution in a way that allows customers to interact with it through the channel of their choice, whether it be digital platforms or face-to-face interaction...