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People can find themselves in insurance through all kinds of avenues, and for lawyer-turned-marketer Bindy Egden, the move came in 2018 when she joined insurance-focused AI distribution platform JRNY.
Egden started her career as a commercial lawyer with a major law firm, but soon turned her attention to the world of marketing. She now manages everything including events, content, strategy and social media for JRNY, along with the digital, reporting and PR side. Egden says the highlight of her job is the variety she gets in her day to day life, along with the creativity and storytelling that a marketing role inevitably demands.
“After working in the legal industry for a few years I then found myself in tech, and then of course insurtech!” Egden told Insurance Business. “What a JRNY - excuse the pun.”
“The best thing about the job is the variety - working at a company that’s emerging from startup status you have to be agile, working across functions,” she explained.
“I regularly find myself reviewing contracts, and that’s not exactly marketing! I also enjoy learning about the insurance industry - it’s incredibly complex, and just when I think I’ve figured it out I learn about another facet of the industry that one could easily deep dive right into.”
One of JRNY’s major projects at the moment is an interview series with key people from the insurance industry called Insurance 2.0, and it currently has three episodes live. Egden says the aim is to capture interesting gems of innovation, advice, knowledge from people in the industry to share with other players.
“For example, in our second episode we caught up with law firm MinterEllisonRuddWatts,” Egden explained. “They talked about what changes insurers should be making following recent recommendations from the FMA and RBNZ about conduct and culture in life insurance.
“I also work remotely from Arrowtown, so being able to coordinate interviews and events really requires a very good team that communicates well – and at JRNY, we’re lucky to have just that.”
Egden is up for Marketing and Comms Executive of the Year in the inaugural Women in Insurance Awards, an event dedicated to celebrating the successes of women in the insurance sector. Egden says her role involves taking a deep dive into the world of insurance, but, ultimately, it’s about telling customers your story.
“Being in marketing, it’s all about people and storytelling – so it’s not just about understanding an industry, or a company for that matter,” she said.
“With B2B products, just like B2C products, you’re still trying to tell stories to other people – and that’s really interesting too.”
