CIGNA’S LANCE WALKER ON ACQUIRING GROWNUPS:

What was Cigna’s motivation for acquiring Grownups last year?

Learning more about the 50-plus market is a major reason Cigna decided to acquire the Grownups online publication in 2016. We wanted to get to the point of understanding the needs of that market better, given that it is an important market for our business.

Grownups is an organisation that understands the market well, and our resulting partnership focused on helping them grow while allowing us to engage more with this important segment.

Since then, what has that acquisition enabled Cigna to do?

Cigna has been able to access in-depth insight and a greater understanding of the 50-plus market.

Those aged between 50-65 are the connective tissue between generations. On the one hand they’re helping their parents choose retirement homes and on the other they’re buying their children’s first cars. They’re influencers in their own right, with kids and grandkids, so they’re influencing the market across a broader scope.

We have also benefitted from Grownups’ expertise in areas like content marketing.