Insurers are ignoring women with their marketing campaigns, even they are heavily involved with making decisions on financial services.

Amanda Connors, Marketing Director at discount retailer Priceline, told insuranceNEWS.com.au research by the company has found women dislike financial services, especially insurance.

“Most insurers are marketing in a traditional way which is aimed at men or older age groups,” she said.

“Our research shows more than 80% of women are involved in [financial services] decision-making.”

Ms Connors says more women are working or are the only breadwinner in the household, but insurers are still targeting men as the income provider in their advertising.

“Their marketing departments are still seeing women in a stereotype situation where they are part of a family with children,” she said. “As a result, women are just turning off.”

Priceline has joined forces with AIA Australia to offer life and serious illness cover for women.

Ms Connors says it is an untapped opportunity for the life insurance market, but women want the benefits explained simply.

“Our research has found 85% of women didn’t understand the cost benefits of having life insurance,” she said.

“We found they didn’t understand the category as it wasn’t explained to them.”

Priceline will be offering the life insurance products direct and through its Clubcard loyalty program, which offers bonus points for every dollar spent on insurance.

The insurance is being offered with no medicals and at low cost with monthly cover priced at less than $20.

“Insurers have to make it simple to attract women to life insurance and that is what we have done,” Ms Connors said.

Priceline operates nationally offering health and beauty products aimed at women through retail outlets in major shopping centres.