Within the framework of brand policy and in personal communication with the customer, there are significant overlaps between the product design and communication policy in service companies. Nevertheless, or precisely because of this, communication must be consciously managed as an independent marketing tool in order to fully unleash its potential. This is particularly true against the backdrop of the initial situation already described in private customer business: Insurance products are low-interest products that do not attract attention, customers engage little with this topic and are already exposed to an information overload. Therefore, insurers are particularly challenged to find a noticeable and at the same time differentiating message that informs about the product, its features, its price-performance ratio and its advantages and reaches the recipients. In short: A professional communication policy is required.