Lindiwe Gumede | CMO | Metropolitan | mail me |
After a little more than a year into my role as Chief Marketing Officer, I have started to think very differently about death and the business of death.
Coming from an FMCG environment, I found the transition to the services sector, specifically funeral and life insurance, significant. However, I also discovered that there are similarities between the two sectors.
For example, the same promise that a single product makes to a consumer in terms of quality, taste or functionality must be upheld for clients when it comes to insurance policies.
Understanding the economics of farewell
Insurance is all about keeping that promise. In our funeral plans and policies, the most meaningful part of my job has become clear. It is when we are able to meet our promises to families who have lost loved ones, even though dealing with death can be extremely difficult. Funeral policy insights reveal that trust, timing and communication are just as important as the payout itself.
In South Africa, death is a taboo subject in many cultures. Despite this silence, funerals remain a major event in our society.
We recognise that death affects the living just as deeply as those who have passed. Every day, I witness the great sensitivity needed in managing the administration of death. Clear, comprehensible and relatable communication plays a key role in this process.
Communication lies at the heart of all human interaction. This applies equally to conversations between family members and friends, and between service providers and clients. After leaving behind the immediate gratification of FMCG, I have learned the true value of honesty and transparency. These qualities are essential when communicating about financial matters such as debt, savings and intergenerational planning.
The legacy industry – service beyond self
I have also gained a deeper appreciation for the how and where of communication in the insurance services sector. Funeral policy insights help us understand how clients interpret value – not just in monetary terms, but in emotional and cultural reassurance.
FMCG products are tangible and visible on retail shelves. Insurance, by contrast, offers long-term gain and security. It is not designed for the policyholder, who never benefits personally from the payout since it only activates after their death.
Following COVID-19, we learned to meet clients where they are, often online and remotely. This shift required time and effort. As a result, we now offer fast and efficient WhatsApp communications with our clients.
In some cases, we have processed valid claims in under an hour through this platform. This gives the bereaved time to grieve and peace of mind, knowing they can provide the funeral their loved one deserves. These innovations show how we continue to adapt within the business of death.
Being present where it matters
Our presence is not limited to online platforms. We remain rooted in communities by employing agents who live among the people they serve. This reflects our commitment to helping people understand the complex terms and conditions of insurance policies, both at the time of taking them out and later at the claims stage.
Trust is central to all our interactions with clients. It is critical that clients can rely on us to support them through managing the business of death.
After spending a year learning about our products and the regulatory environment, I now find it easier to have open conversations about death. Timing and empathy are essential if families and friends are to listen and understand the importance of proper insurance cover, drafting wills and providing financial instructions.
Funeral policy insights also include understanding when to engage in these conversations – and with what language – so families can process them meaningfully.
Planning for the inevitable
My own father took a forward-thinking step. He called a meeting with the elders to discuss his wishes for after his death. This showed me how the pain of death can be eased by openly discussing funeral and family arrangements in advance.
Sharing information about the paperwork required after death is also vital. It makes the experience less painful for the living. In this job, I have seen many cases where our agents respond to bereaved relatives. Often, they call just to find out if the deceased had a policy with us.
Over the past year, I have learned that it is far kinder to share this information with loved ones in advance of the inevitable. Funeral policy insights gained from real experience underscore the importance of having these conversations before it’s too late.
Funeral finance and cultural realities
During my time with Metropolitan, I also learned that a funeral policy covers more than just the funeral. I relocated to Johannesburg from KZN for work several years ago. I had always believed that sending my remains back home would place an unfair financial burden on my family. However, my family has always insisted that each of us should be buried on our ancestral land.
Now I see how difficult it can be for families to understand and accept wishes that go against cultural norms.
For example, our policies cover additional expenses, including the repatriation of a body from one province to another. Our agents are well-versed in assisting clients who have moved far from their places of origin. They understand how a repatriation clause can be essential in these situations.
Still, not everyone understands the term ‘repatriation’. Removing jargon from client communications helps to build trust and reduce misunderstandings about the fine print in a policy.
Service that continues after loss
I have come to understand that death often brings unexpected challenges. Advisors must be trained to guide families through difficult conversations, even if those conversations never occurred before the loss.
Helping the bereaved to understand funeral policies, wills, and estate matters lies at the core of services in the business of death.
Advisors work with clients to structure funeral and life policies that suit individuals and their families. They take time to understand a person’s lifestyle, customs and financial capacity. This ensures clients pay only what they can afford in premiums.
Compassion in every transaction
Patience, empathy and compassion are essential to doing this job well. Our industry demands that we bring our best selves to work each day, even when facing difficult and culturally sensitive matters.
As a leader, I have learned to approach both clients and employees with compassion. This has made my entry into the sector much easier. Over the past 12 months, I have come to see funeral policies not just as documents triggered after death. Rather, they are living agreements that evolve to protect families and preserve dignity beyond the grave.
The greatest gift we can leave behind is not just financial security. It is also clarity, preparedness and peace of mind. We must always remember that the person taking out the funeral or life policy will never experience the payout.
It is our responsibility to ensure that their legacy lives on. We must honour their wishes with as much dignity and empathy as possible. These are the values we expect every staff member to bring to work each day. In this way, we continue breathing life into the business of death.
