Introduction

The Australian and New Zealand Institute of Insurance and Finance (ANZIIF) is the leading professional development body for the insurance and finance industry in the Asia-Pacific. It partners with businesses, government, and nonprofits to support industry standards, reputation, and public understanding of the industry.

What didn’t they know?

ANZIIF always seeks to understand its members' experiences, and to stay ahead of the emerging and fast-moving issues of the insurance and finance industry.

To understand and track the needs of their members, they commission an annual member survey. In addition, and to go deeper, they also commission annual research on a current topic of interest, providing richer insights into the industry and the professional experiences and challenges facing their members.

In 2022, ANZIIF engaged Survey Matters to conduct a more in-depth member survey, the Customer Listening Research, to inform their next three-year strategy. The project examined the views and needs of industry employers as well as individual professionals employed in the industry. It also examined ANZIIF's competitors in insurance education and training to assess their strengths and weaknesses, as well as those of ANZIIF’s own programs.

What did they learn?

The insights delivered both validation and clear opportunities for growth. A key outcome was the identification of member personas, each with unique motivations for continuing professional education. These personas have since been widely used to refine communication, improve targeting, and shape the language ANZIIF uses to engage its audience.

Additionally, Survey Matters provided benchmarking against both industry peers and the association’s own historical data, allowing them to track trends over time. This ability to revisit past research and measure change has added significant long-term value, helping them to stay responsive to evolving member needs.

The combination of tailored support, strategic input, and historical context amplified their ability to make informed, data-driven decisions.

How did they apply what they learned?

ANZIIF has translated these research findings into concrete actions that reshaped their strategic direction and member engagement efforts. The 2022 Customer Listening Research revealed gaps in how they understood and communicated with their members. By developing detailed member personas, they gained a clearer picture of their audience, allowing them to refine messaging, improve targeting, and adjust their language to better connect with different segments.

Beyond refining communication, the research played a direct role in shaping ANZIIF’s three-year strategy. The findings were included in the development of the organisation’s strategy where, in collaboration with the Board and faculty chairs, they developed a clear implementation plan informed by the data.

Another major application was the creation of articulated career pathways, designed to support specialist insurance professionals with clearer professional development opportunities. The research underscored the need for more personalised engagement, prompting ANZIIF to invest in a new CRM system to enable them to deliver tailored communication and services. These changes not only enhanced member value but also positioned the association as more responsive and forward-thinking in meeting its community’s needs.