New Brand Scan

The person consolidating home, cars, roadside and other cover to reduce administration and improve total value.

A high-mileage driver assessing usage disclosure, commercial-use boundaries, downtime and claim eligibility.

A customer learning Australian insurance, CTP, excesses and roadside systems for the first time.

A trades or service-business owner whose income depends on vehicle availability and rapid incident recovery.

An owner focused on agreed value, specialist repair quality, parts choice and replacement mobility.

A journalist testing NRMA claims against independent evidence, regulatory data and customer outcomes.

A regional customer balancing bushfire, flood, distance-to-repairer and roadside reliability risks.

A customer evaluating whether digital, phone and claims journeys support disability, language or communication needs.

A customer with five or more years of tenure deciding whether trust, service history and bundled value justify the renewal price.

An owner-occupier separating strata building cover from personal contents and liability needs.

A highly sceptical shopper who discounts advertising and looks for claim-denial evidence, exclusions and independent comparisons.

A displaced customer needing certainty, empathy, transparent milestones and practical recovery support.

Renewal-time shopper who lives on comparison sites and AI assistants, weighing NRMA against the full competitive set on price, ratings and inclusions before deciding.

Just went through (or is mid-) a claim and is highly sensitive to claims speed, fairness, and communication. Their renewal and advocacy hinge on the experience.

Values environmental and ethical credentials, drives an EV, and prefers insurers with strong ESG positioning, carbon commitments and community advocacy.

Urban professional who drives infrequently, works from home, and wants usage-based / pay-as-you-drive insurance that rewards low mileage and safe driving.

Provisional (P1/P2) licence holder under 25 in their first car, facing high young-driver premiums and looking for the cheapest viable comprehensive or third-party cover.

Family feeling cost-of-living pressure, actively shopping to cut insurance spend without losing essential cover. Open to switching if value is proven.

Lives in a flood-prone NSW or QLD area, deeply concerned about flood inclusions, premium loadings and claims response after recent catastrophe events.

Owns multiple NSW investment properties and needs landlord cover protecting against loss of rent and tenant damage. Treats insurance as a portfolio risk decision.

Owns one or more pets and is researching pet insurance to manage rising vet costs. Compares cover percentages, waiting periods and annual limits.

Travels internationally several times a year for leisure and work, looking for comprehensive travel insurance with strong medical cover and easy multi-trip options.

Self-funded retiree in NSW, 65+, with a paid-off home and one or two cars. Values reliability, loyalty recognition, claims certainty and AU-based service over digital novelty.

Recently purchased a first home in NSW, setting up home and contents cover for the first time and comparing bundles. Cautious, research-heavy, values clear explanations.

Small business owner with 2-8 vehicles and commercial property insurance needs. Values one-insurer bundling, priority service, and reliable claims for business continuity.

Tesla, BYD, Polestar or Hyundai EV owner concerned about specialist EV insurance cover — particularly battery damage, charging equipment, and EV-specific roadside assistance. Currently underserved by AI insurance recommendations.

Driver in regional or rural NSW or QLD who relies heavily on roadside assistance and values network breadth in remote areas. NRMA's regional network is a decisive advantage over challengers.

Single driver aged 22-34, first or second car, urban Sydney or Brisbane. Price-first decision maker who uses comparison sites. Defaults to Budget Direct or Youi unless specifically converted by value argument.

Dual-income family with 2 vehicles and a home in NSW. Values trusted brand, bundle savings, and claims reliability over pure price. 35-50 age group.