revX · October 13, 2025

Multiplied x Naked Insurance: Marketing That Moves the Needle

Turning a “Grudge Purchase” Into Something Simple

Liezel admits upfront: “We’re selling a product nobody actually wants to buy.” Most people don’t want to spend headspace on insurance. They just want peace of mind knowing it’s sorted in the background.

That insight drives every decision. Instead of chasing attention with heavy, fear-based ads, Naked creates light, human campaigns that remind people they can “get Naked anytime, anywhere” - without the stress.

The result? Insurance that feels more like a quick, easy life admin task than a dreaded phone call.

Killing the Cold Call

If there’s one channel Liezel could scrap forever, it’s call centre marketing. “Inconvenient, intrusive, ineffective,” she says. And she’s not alone - most of us can relate to dodging unknown numbers.

Naked has flipped the script by building a fully digital experience. No endless hold music. No 40-minute calls. Just cover, on your phone, in minutes.

Growth That Came Unexpectedly

When asked about the small win that snowballed, Liezel’s answer was big: COVID-19.Lockdown accelerated digital adoption in South Africa. Suddenly, consumers who’d never have imagined buying insurance online were doing it comfortably. Naked was ready and grew fast.

When a Tactic Doesn’t Land

For all the hype around influencer marketing, it hasn’t been Naked’s silver bullet. Insurance just isn’t a product people expect to encounter in their social feeds. While influencers shine in categories like fashion and food, Liezel says for their space it’s about finding the right fit - not forcing it.

The Hardest Lesson: Not All Growth Is Equal

Chasing leads, clicks, or vanity metrics might feel good, but they don’t always create customers. Liezel explains that the big shift for Naked was moving from cheap growth to quality growth: prioritising retention, engagement, and trust over giveaways and quick wins.

That shift is why Naked’s brand feels built for the long run, not just the next campaign cycle.

Falling in Love With Billboards

Ironically, Naked started out vowing never to do traditional advertising. Six years later? They love it.

Billboards, radio, out-of-home - the “old school” channels add credibility and give Naked space to tell stories in ways digital sometimes can’t. “There’s still very much a place for above-the-line marketing,” Liezel notes. And judging by the feedback, the audience agrees.

Final Word

From scrapping cold calls to embracing humour, from rethinking growth to rediscovering billboards - Naked Insurance proves that what moves the needle isn’t always what you expect.

Sometimes, the most powerful strategy is respecting your customers’ time and making a “grudge purchase” feel almost effortless.