{"id":1303,"date":"2017-07-23T08:58:08","date_gmt":"2017-07-23T08:58:08","guid":{"rendered":"\/blog\/?p=1303"},"modified":"2023-02-15T09:15:24","modified_gmt":"2023-02-15T09:15:24","slug":"women-love-lemonade","status":"publish","type":"post","link":"https:\/\/www.lemonade.com\/blog\/women-love-lemonade\/","title":{"rendered":"Why Do Women Love Lemonade More?"},"content":{"rendered":"

*Update, March 2018: We’ve updated our women stats<\/a>\u00a0in honor of International Women’s Day.<\/em><\/p>\n

– – –<\/p>\n

Why do women love Lemonade<\/a> more? That\u2019s the question that has puzzled Lemonade HQ in recent weeks. What is it about the way we\u2019re remaking insurance that appeals to females more? <\/span><\/p>\n

Rewind to the stats that triggered the debate: half of our customers (policyholders) are women. Yup, it\u2019s an almost clean 50:50 split. <\/span><\/p>\n

It didn\u2019t start that way. Back in our launch in September 2016, in our first <\/span>Transparency Chronicle<\/span><\/a>, we noted that while our demographic was young and urban, it was mostly male – in tune with the industry norm.<\/span><\/p>\n

In that post, which served up the stats 48 hours after our launch, we alluded to the expected demographics: <\/span><\/p>\n

\u201cResearch conducted by our team shows that insurance is mostly purchased by guys (ladies\u2026 time to change this!) and the traffic we received proved this true. 82.64% of our visitors were male and 17.36% female.\u201d<\/span><\/i><\/p><\/blockquote>\n

Women convert more<\/strong><\/h3>\n

Well, times they are a-changin, and it\u2019s incredible to see that women have not merely achieved parity amongst Lemonade’s subscribers, but:<\/span><\/p>\n\t

\r\n\t\t
\r\n\t\t\t

<\/i>Women are actually more likely to buy a Lemonade policy than their male counterparts.<\/a><\/i><\/p>\r\n\t\t<\/div>\r\n\t\t

<\/i>Tweet this!<\/span><\/a><\/div>\r\n\t<\/div>\r\n \n

That\u2019s the kicker: As Lemonade grew exponentially<\/a><\/span>, our female demographic grew disproportionately so. In fact, despite the \u2018traffic\u2019 ratio staying true to form, women were \u2018converting\u2019 to Lemonade more!<\/span><\/p>\n

[To join this stat and get a Lemonade policy in 90 secs, click here.<\/a>]<\/em><\/p>\n

\"Traffic<\/p>\n

To put it in context, in the US, a male is 50% more likely to buy a home insurance policy than a female. But at Lemonade, a woman is 50% more likely to buy a policy<\/a> than her male counterpart! Something about Lemonade is bucking the national trend, in a good way, and the debate at HQ revolves around \u201cWhy Do Women Love Lemonade More?\u201d<\/span><\/p>\n

Women make up half of the world\u2019s population, and represent more than half of global grads. We\u2019re financially independent, and an increasing part of the workforce. So what\u2019s the big deal?<\/span><\/p>\n

Research published in the <\/span>Harvard Business Review<\/span><\/a> granted <\/span>financial services\u00a0<\/span><\/i>the lovely title of being \u2018the industry least sympathetic to women.\u2019 In the same HBR survey, respondents ticked off a shopping list of criticism on how they\u2019re treated by financial institutions, such as: lack of respect, poor advice, contradictory policies, one-size-fits-all forms, and \u2018a seemingly endless tangle of red tape that leaves them exhausted and annoyed.\u2019<\/span><\/p>\n

As unfortunate and, quite frankly, lame as it sounds, it\u2019s no surprise that a 2010 <\/span>survey<\/span> by Prudential noted that 86% of women <\/strong><\/span>believe themselves unable to choose financial products. <\/b>In fact<\/span>, <\/b>eight in 10 women confess they have <\/span>refrained from discussing their finances<\/span><\/a> with those they are close to.<\/span><\/p>\n

Insurance is a male-dominated industry, generally marketed by and for males, as was evident in a <\/span>survey<\/span> conducted by the Insurance Industry Charitable Foundation\u2019s (IICF) 2016 Women in Insurance Conference Series. Although the report notes that progress is (kind of?) being made, insurance was ranked as being a largely unsupportive industry within financial services. Another study of the insurance industry reveals that just 12% of women are in top management positions and only 1% of insurance businesses have a female CEO.<\/span><\/p>\n

Financial feminism<\/strong><\/h3>\n

If you take a step away from insurance and look at corporate America, you\u2019ll see an equally gloomy picture: <\/span>fewer women run big companies than men named John<\/span><\/a>. <\/span><\/p>\n

Talk about a glass ceiling.<\/span><\/p>\n

\"Women<\/p>\n

Pushing the \u2018progress is inevitable\u2019 approach aside, former Merrill Lynch CEO and current founder of Ellevest, Sallie Krawcheck, coined 2017 as\u00a0<\/span>\u201cthe year in which \u2018<\/b>financial feminism<\/b><\/a>\u2019 becomes a thing.\u201d <\/b>Women empowerment, Krawcheck notes, is not something that should be \u2018granted,\u2019 and financial feminism recognizes that women <\/span>already have<\/span><\/i> tremendous power and the means to increasingly use that power. <\/span><\/p>\n

One way she suggests women use this power is by directing purchases to reward companies that align with women\u2019s values. I\u2019m going out on a limb here to declare that Lemonade\u2019s almost equal male:female divide isn\u2019t something coincidental. And it\u2019s not because we have embarked on a \u2018women only\u2019 marketing scheme. Women are not a homogenous, one-size-fits-all group, and gender-role marketing undermines that very notion.<\/span><\/p>\n

So why do women love Lemonade more?<\/strong><\/h3>\n

The best way to find out was to ask the women of Lemonade themselves. <\/span><\/p>\n

Some mentioned the social good mission<\/a> of Lemonade:<\/span><\/p>\n

Brooke<\/strong>, a renter in NY, wrote that \u201cif there could be a charitable element to every one of my fixed expenses, the companies providing them would be a no-brainer. I love that getting to pick the charity that could receive a donation personalizes the experience, and the 2017 social impact report<\/a> Lemonade put out after the Giveback was incredible to read.\u201d<\/span><\/i><\/p>\n

Lynn<\/strong>, a renter-turned-homeowner in NY, wrote \u201cloved that I was doing a bit of good while getting insurance. Being able to support an organization like Women in Need (WIN) just through your usual boring<\/a> insurer is unreal.\u201d<\/span><\/i><\/p>\n

Jourdan<\/em>,<\/strong>\u00a0a renter in California<\/a>, wrote that “Lemonade being a B-Corp<\/a> was the main reason I joined. I love supporting businesses like Lemonade as an entrepreneur\u00a0myself… I’m all about B-Corps!<\/em><\/p>\n

Others found that the experience buying a Lemonade policy was more pleasant than other insurance companies:\u00a0<\/span><\/p>\n

Paola<\/strong>, a renter in NY, said \u201cYour website looks very different from any other insurance companies. It’s cute and fun and young, as is the app.\u201d <\/span><\/i><\/p>\n

Amy<\/strong>, a renter in NY,\u00a0wrote that she joined Lemonade because it offered\u00a0<\/span><\/i>\u201ca rate 25% of my previous rate with Allstate, that covered even more than my plan with Allstate, that didn’t require me to spend an hour cataloging the items in my home, that made it easy to switch and cancel with my previous plan, and that was clear and easy to understand.\u201d<\/span><\/i><\/p>\n

Amy wasn’t the only one who commented on how easy Lemonade was to use. In fact, the women I spoke to overwhelmingly cited the ease of use:<\/span><\/p>\n

Mary<\/strong>, a renter in NY noted how \u201cit was easy to see how my premium would change when I added different things, \u00a0it was just so easy and inexpensive! \u00a0After reading about Lemonade though, even if it had been a little more money I might still have gone with it because of all the transparency<\/a>, the Giveback<\/a> and how you’re trying to disrupt the insurance market! I think that’s great!\u201d<\/i><\/p>\n

Carmen<\/strong>, a renter in NY, wrote that \u201cLemonade was laid out in an incredibly simple way; I knew exactly what I was signing up for, and how much it would cost. I didn’t feel like I was being ripped off or taken advantage of. <\/span><\/i><\/p>\n

I think that is part of the fear most people have surrounding most financial services products – they are confusing, they won’t understand what they’re purchasing, and will ultimately be oversold and underserved. Add in that traditionally, the insurance industry has a terrible reputation for doing just that, and I think you have the perfect storm. I’d also add that I think women tend to feel less confident with money than men do – which has nothing to do with their actual ability to make good financial decisions; I think it’s more a dumb social construct.”<\/span><\/i><\/p>\n

Cutting through the red tape<\/strong><\/h3>\n

It appears that at the very least, Lemonade is cutting through “the seemingly endless tangle of red tape” that typically has turned women, and anyone who feels underserved, away. Furthermore, i<\/span>t seems that people want insurance driven not only by technology, but by behavioral economics and social good. <\/span><\/p>\n

With all that\u2019s coming out<\/a> from Silicon Valley, on how women have been treated by the male-dominated industry, I say with confidence that I\u2019m proud to work with a team that is nearing its own 50:50 male:female divide, with both genders taking on leading roles in the company. <\/span><\/p>\n

Treating humans respectfully, efficiently, and honestly, with sophisticated technology and ensuring transparency, is not only good business, it\u2019s what we truly believe in.<\/a><\/span><\/p>\n

If we\u2019re able to allow people who are underrepresented feel equal, on an even foothold, then yes, that is progress.<\/span><\/p>\n

Join the Lemonade movement, and help us make even more progress towards making financial services transparent, honest, and accessible. Get a Lemonade policy in 90 seconds.\u00a0<\/a><\/em><\/p>\n

– – –<\/p>\n

Updated stats, March 2018:<\/em><\/p>\n

\"Women<\/p>\n","protected":false},"excerpt":{"rendered":"

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