@Work: A Conversation with Maxine Seymour, Director, Corporate Communications at Colina Insurance Limited

Colina Insurance Limited has been part of Bahamian financial life for more than a century. As a trusted provider of life and health insurance, the company serves generations of families while adapting its communication for today’s expectations. In this edition of @Work, Maxine Seymour, the senior manager of corporate communications at Colina Insurance, shares how the team balances tradition with modern engagement, explains the importance of long term financial strength and highlights why clear, consistent communication matters in an evolving industry.

OA: Colina has such a long-standing presence in The Bahamas. How do you approach communicating with both traditional customers and the younger audiences coming into the market now?

‍MS: That balance is something we think about all the time. Colina is about 126 years old when you look at our legacy companies, so there is a certain expectation of how we present ourselves. At the same time, we have younger potential customers and modern marketing methods, so we have to adjust.

We are active on social media, and we try to make our posts appealing, but we may not go as far as some other brands. It is about blending our conservative foundation with newer approaches. We take our legacy seriously, but we also know we have to keep reinventing ourselves to stay relevant.

Legacy alone does not always resonate with younger people. Someone in their twenties may not be moved by the fact that their grandparents trusted us. They need to understand why starting early benefits them today, like lower premiums, long-term savings, and more stability later.

We recently worked on a television ad that shows what generational trust looks like. It follows someone from childhood into adulthood and then into parenthood. It reflects who we have been over time and why that still matters now.

OA: With more insurers entering the space and people paying closer attention to cost, how do you help customers understand the deeper value of choosing Colina?

MS: We recently added a younger team member who will help us position ourselves more intentionally for younger audiences, and you will see us on platforms like TikTok next year. But beyond that, we have to help consumers understand the difference between cost and long term value.

Medical care is expensive. If you need serious treatment or an airlift, the cost can escalate quickly. At that point, the financial strength of your insurance company matters. Colina, along with companies like Family Guardian, is internationally rated every year. That rating shows we have the financial strength to pay claims even decades from now.

Some newer companies may look trendy, but the question is whether they will be able to honour a claim in 20 or 30 years. That is the moment that defines value.

So yes, we emphasise financial strength and capital strength. Those things matter more than novelty because they determine whether your claim gets paid when you need it most.

OA: On the marketing and communication side, what area required the most focus from your team this year?

MS: Direct marketing has required a lot of attention, especially when we needed to send client-specific messages. Mass communication is helpful, but it does not always reach the clients who actually need to hear something, and in our industry, there are regulatory requirements and policy changes that must be communicated clearly.

To manage that, we combined mass channels with more targeted tools. We used the newspaper, radio, social media, out of home like bus stops and jitneys, and digital ads. Then we paired that with direct emails, SMS messages, website pop-ups and phone scripts. Using multiple channels helped us reach the right clients.

We also support internal teams with sensitive messaging. Whether it is a policy update, a client change or something operational, we help frame the message, choose the right channel and write templates. It keeps communication consistent across the company.

OA: When you look at your campaigns and communication efforts, what indicators tell you that something is performing well?

MS: We want to leverage technology more so we can track digital leads, but right now we look at engagement and exposure on social media. We track reach. When we introduce a product or service, like our app or portal, we look at adoption rates and how many people are actively using it.

For campaigns that involve updating client information, we track how many people completed the process during that period. And of course, we look at sales. All of those indicators help us understand what is working.

OA: What is one thing you wish more people understood about the role insurance plays in protecting families?

MS: I wish people understood that insurance is a critical part of responsible financial stewardship, especially if you have dependents. It is not just policies and premiums. It is an investment in your future and your stability.

One diagnosis can change a family’s entire financial position. One unexpected death can create hardship around schooling, housing, and day-to-day life. Insurance helps families continue living as close as possible to the life they had before something happened. It is a gift of love. It is protection.

Coverage is for life. It gives people security and the ability to make important financial decisions. And there are products for every budget. People may think insurance is out of reach, but once they have the conversation, they usually find something that fits.

From the ONWRD Team

Maxine’s perspective highlights how communication, relevance, and financial strength work together to build trust in an evolving market. As consumer expectations shift, many teams are navigating similar questions about value, clarity, and long-term protection.

If your organisation needs support in strengthening your communication and brand strategy, contact us today to move your brand forward with clarity and consistency.