Unveiling the Marketing Strategy of CNP Assurance

Updated on: Feb 4, 2024
marketing strategy of cnp assurance

  Hey there!

My name is Aditya Shastri and I have written this case study with the help of my students from IIDE's online digital marketing courses in India.

Practical assignments, case studies & simulations from Harvard Business Review helped the students from this course present this analysis.

Building on this practical approach, we are now introducing a new dimension for our online digital marketing course learners - the Campus Immersion Experience.

If you find this case study helpful, consider leaving a comment below.

In the preceding discussion, we delved into the intricacies of the marketing strategy of CNP Assurance, a captivating brand. This discourse will further expound on the marketing strategy of CNP Assurance, a frontrunner in the assurance industry.

CNP Assurance, a prominent French insurance corporation, is synonymous with Caissa Nationale de Prevoyance. It has secured a spot on the Fortune Global 500 and continues to retain approximately 40% of the company.

CNP Assurance is proactive in making a positive societal impact. The firm is convinced that incorporating ESG criteria enhances the long-term risk/return profile, benefiting their insured parties. Consequently, a responsible-investor strategy has been applied to the majority of their assets for several years.

As the world’s users transition to digital, the marketing strategy of CNP Assurance has evolved to keep pace with this digital shift. If you have an interest in contemporary marketing, you might find the IIDE FREE MASTER CLASSES beneficial.

Digital Marketing Academic Challenge 2024 - DMAC

About CNP Assurance

CNP assurances logo

CNP Assurances offers group and individual life, health, accident, disability, credit insurance, and pensions. The Company markets its product to individuals through banks.CNP operates in parts of Europe and South America.

CNP Assurance is an insurance corporation run. It stands for Caisse Nationale de Prevoyance . It is listed on the  Fortune Global 500. The company was formed in 1959 as a Caisse des depots et consignations subsidiary which continues to hold approximately 40% of the company. Agence des participations de l’Éta also owned 1.1% of the them.

Worldwide there are 27 million insured under personal risk and protection policies and 14 million saving and pension policyholders by the company. In french, CNP assurance products through La Banque Postale and the Caisses d Epargne, as well as through its own CNP Tresor network.

In Brazil, its second-largest market, the group’s partner is Caixa Economica Federal the country’s biggest state-owned bank

What’s new with CNP ASSURANCE?

  1. New Partnership: A fresh collaboration has been established between CNP Assurances and the Association pour la Fondation CRÉSUS. This partnership aims to bolster the “Dilemme Avenir” initiative and combat economic marginalization.
  2. Business Integration: The business operations of GIE GPA have been incorporated into the structure of CNP Assurances.
  3. Strengthened Position: CNP Assurances has fortified its standing in the insurance sector pertaining to the Préfon Retraite plan.
  4. Appointment: CNP Assurances has publicized the induction of Marie Rouen into the role of Director for Group Human Resources.
  5. Sale of Interest: CNP Assurances has declared the divestment of its stake in iSalud.

Actively broadening its alliances and solidifying its foothold in diverse programs, CNP Assurance is on a dynamic path. The introduction of new personnel and the implementation of strategic choices have positioned the company on the cusp of expansion. Evidently, the marketing strategy of CNP Assurance is unwavering in its dedication to fostering a society that is both inclusive and sustainable.

Buyer Persona of CNP Assurance

Buyer’s Persona






20 years


 Self-employed business owner


  • Desire to secure his family’s future.
  • Conscious about financial planning.
  • Ensuring a financially stable retirement
  • Driven by the need to protect his family from unforeseen personal risks.

Interest & Hobbies

  • Interested in financial news.
  • Enjoys spending time with his family.
  • Loves traveling and exploring new places.
  • Often reads articles and blogs about financial planning and insurance.

Pain Points

  • Worry about the financial impact of unforeseen personal risks.
  • Concerned about the future security of his family.
  • Worried about the rising cost of healthcare.
  • Concerned about having a financially stable retirement.

Social Media Presence

  • Instagram
  • Pinterest
  • Facebook
  • Tinder

Marketing Mix of CNP Assurance

The marketing mix serves as an essential instrument for comprehending the offerings of a product or service and strategizing for a prosperous product launch. It is typically linked with the four P’s, namely Product, Price, Promotion, and Place. Let’s consider the marketing mix of CNP Assurance as an instance.

  1. Product: CNP Assurance presents an extensive array of insurance solutions, encompassing life insurance, pension schemes, and health insurance. Their services are designed to meet the needs of both individual and corporate clientele, offering all-encompassing protection and bespoke plans.
  2. Price: The pricing approach of CNP Assurance is formulated considering the competitive environment, customer needs, and the value delivered by their offerings. Their aim is to maintain competitive pricing while securing financial viability.
  3. Promotion: CNP Assurance employs a variety of promotional avenues, such as digital marketing, public relations, and collaborations. Their emphasis is on fostering robust relationships with their clientele and associates.
  4. Place: CNP Assurance conducts its operations across multiple global markets. They hold a significant foothold in France and are progressively broadening their international operations.

The marketing mix of CNP Assurance underscores their commitment to a customer-focused approach. By providing customized products at competitive rates and employing potent promotional tactics, they successfully cater to the varied requirements of their clientele. This is a key aspect of the Marketing Strategy of CNP Assurance.



CNP Assurance is a personal insurance company involved in three main segments; saving, pension, and personal risk.

Consumers in the insurance ( Prop & Casualty) industry vary in their needs, wants, demands for resources, location, access to technology, cultural differences, buying attitudes, and end use of the products and services.

Market segmentation is the process through which CNP Assurances decides to segment the overall market into smaller segments and groups that have similar groups of consumers more efficiently and effectively attributes, buying behavior, socioeconomic background, etc. This is done to reach out to the group of consumers more efficiently


CNP Assurance does marketing by saving diversification products via its amenities network, CNP Assurance is innovating to the benefit of financial and budget education alongside its partner. It does marketing on television and digital media with its advertising film ‘Outside the Box ‘, conceived with good company.

The marketing of these new offers by amenities is disruptive and inclusive. CNP Assurance support takes the form of the participation of Ametis network employees, who will be involved in this public-interest project regionally.

With prices rising in an inflationary environment, CNP assurance is innovating alongside the long-standing player Association pour la Foundation Cresus and its network of 30 with public interest status

Difficult to find Marketing information for this company


Where can the company be found?

LinkedIn: 52k followers

cnp assurance linkedin follower

Instagram: 2104 followers

cnp assurance instagram profile                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                                           

Tweeter: 11.1k followers

cnp assurance twitter profile

As per the research, the most followed social media handle of CNP Assurance is LinkedIn with 52k followers, followed by Instagram with Paris headquarters where they generally post promotional and product launch posts using reels and other tools.

4. SEO strategy

In the current market, digital marketing is an essential part of business development. A powerful internet presence is really crucial for any insurance company. This is where SEO can help.

SEO for insurance companies is an organization formed to optimize websites so that they can achieve top ranking for various keywords on SEO. CNP built expertise, authority, and trust with users. Align your content to audience segments, life events, and customer journeys for better SEO results. Strategic off-site SEO builds credibility, helping to improve your ranking.

5. Influencer Marketing

It is a strategy of using highly influential people whom people tend to trust and get positive influence on the brand they are promoting. Nowadays this strategy is booming everywhere be it on social media or in TV commercials. The country garden has also used this strategy to influence people to buy their projects.

The company invited Celebrities and Pop singers to perform and promote their brand in a 2-hour show on May 5 from 8 pm where they were offering huge discounts on short video platforms like TikTok.Thrilling and delightful” are not words most people would use to describe an insurance company.

The industry is often associated with dependability and trustworthiness—not excitement, passion, or seamless customer care. But Magali Noé, chief digital officer (CDO) of Paris-based insurance giant CNP Assurances, is determined to deliver something different.


The insurance sector is also facing a series of complex changes: technology, regulations, behavior, etc. Indeed, the sector must adapt to new forms of consumption where the omnichannel nature of digital becomes the key to customer experience.

The most visible development in the insurance sector is still online subscriptions. Indeed, it has continued to grow from 3% of sales in 2012 to 8% in 2016 (source: Accenture). These regulatory and technological developments, therefore, encourage innovation and the creation of new ways of distributing insurance.

7. Content Marketing 

CNP Assurances is a leading personal insurer in France, across Europe, and Brazil. The company has more than 5,300 employees, 38 million personal risk and protection policyholders, and 12 million savings and pension policyholders worldwide.

“The objective of our AML/CFT program is to develop an in-house solution that is perfectly suited to our business model to control the level of risk of each incoming and outgoing financial flow, as required by regulations.”

8. Mobile apps

At CNP Assurance we are proud of our customer-oriented approach facilitated through the provision of integrated reliable insurance solutions. Now our innovative and interactive mobile app is designed to give this service to our fingertip wherever you may be 24/7.

You can now contact us at the touch of a button, access your insurance policy details, submit a claim make policy changes, or even request a quotation at any time and any place convenient to you. you have loaded our app with tools and features that will make your communication with CNP assurance faster and easier 

Digital Marketing Academic Challenge 2024 - DMAC

Top Competitors of CNP Assurance

1. Top Competitors in India

CNP Assurance faces competition from several companies globally. While specific competitors in India might not be listed, some of the top global competitors include:



Liberty Mutual Insurance


2. Top Competitors Internationally

CNP Assurance faces competition from several companies globally. While specific competitors in India might not be listed, some of the top global competitors include:




Zurich Insurance Group

Failed Campaigns of CNP Assurance

One of the notable instances where CNP Assurance faced challenges was in Brazil. The country’s securities and exchange commission, the CVM, launched proceedings against CNP Assurances.

The charges were that the French insurer failed to protect the interests of Wiz Soluções e Corretagem de Seguros SA when it renegotiated a distribution partnership with Caixa Seguridade Participações SA.

Please note that the details of other failed campaigns are not readily available. For more specific information, it would be best to refer to official communications or reports from CNP Assurance or industry analysis reports.


CNP Assurances, a pioneer in the French personal insurance market, distinguished itself through its unique partnership strategy, a key aspect of the marketing strategy of CNP Assurance.

In 2013, they were among the first to implement a digital subscription method via an electronic signature program, which accelerated their integration and expanded their partner network.

Recognizing the need for a robust model that combines KYC and user experience, CNP Assurances collaborated with Netheos in 2017. This resulted in a compliant, automated, and innovative turnkey digital subscription, enhancing its historical offer.

This strategic move is a testament to the adaptive and forward-thinking marketing strategy of CNP Assurance.

Want to learn how you can create such compelling strategies? Head onto our Online Digital Marketing Courses where you will be trained in such aspects.

Let us know your thoughts on this case study in the comment section down below. Thank you for reading, and if you liked our then do share this in your circle.

Liked our work? Interested in learning further? Do check our website for more. Also, if you’re interested in Digital Marketing, you can check out our Free Digital Marketing Masterclass by Karan Shah.

Until then, see you next time!

Share post via

Aditya Shastri

Lead Trainer & Head of Learning & Development at IIDE

Leads the Learning & Development segment at IIDE. He is a Content Marketing Expert and has trained 6000+ students and working professionals on various topics of Digital Marketing. He has been a guest speaker at prominent colleges in India including IIMs......[Read full bio]


Submit a Comment

Your email address will not be published. Required fields are marked *

This site uses Akismet to reduce spam. Learn how your comment data is processed.

Related Posts