Corporate communications has a new job, making trust visible: Danielle Gracias

Can trust be communicated or is it something that can only be earned?

It's a question that sits at the heart of corporate communications today. In an age where every corporate statement is scrutinized, every customer experience is shared online, and every silence is noticed, communications has become far more than a function that tells a brand's story. It is increasingly responsible for shaping reputation, managing perceptions, and ensuring that what an organization says aligns with what it does.

Nowhere is this challenge more evident than in the life insurance industry, where customers invest in a promise rather than an immediate product or service. Building confidence, therefore, isn't about a single campaign, it's about creating credibility over time through consistent, transparent, and meaningful communication.

In this conversation, Danielle Gracias, Deputy Vice President - PR & Corporate Communications at Ageas Federal Life Insurance, explores how the communications function is redefining trust in the insurance sector, shares her views on bridging the gap between promise and experience, balancing emotional storytelling with factual communication, navigating the opportunities and challenges of technology, and the key factors that will shape consumer trust in the years ahead.

Excerpts:

Communications teams are often tasked with building trust, but can trust be communicated, or is it solely earned through business actions?

I don't believe trust can be communicated into existence. Trust is earned through what a business does. Communication's role is to make those actions visible and understandable.

In life insurance, that's particularly important because what we sell is ultimately a promise. Customers don't judge us by what we say; they judge us by how we honour our promises which is through the claims we pay, the financial strength we demonstrate, and the service experience we provide.

That's why, when we launched Har Wada Mumkin – Promises Made Possible, we didn't see it as just a marketing campaign. We saw it as a reflection of who we are as an organisation and the commitment we make to our customers every day.

The good news is that trust leaves evidence. Every promise fulfilled, every family supported, and every positive customer experience becomes proof of that commitment.

As marketers, our job is simple: ensure that the proof travels as far as the promise. When customers can clearly see the actions behind the words, trust follows naturally.

Consumers can instantly evaluate a smartphone, a car or a hotel stay. Insurance, however, is largely judged on future outcomes. How do communicators bridge this trust gap between purchase and eventual experience?

Trust in insurance is built long before a claim is ever made. Unlike many other products, customers don't immediately experience the value of life insurance, so our responsibility is to give them reasons to trust us at every stage of their journey.

We do that in three ways.

First, we make the promise relatable. Our communication connects insurance to real-life aspirations, responsibilities, and milestones, helping customers understand not just what we offer, but why it matters.

Second, we lead with proof. We have a 99.82% individual claim settlement ratio, a strong solvency position, and the combined legacy and credibility of Ageas and Federal Bank. These are tangible indicators that customers can rely on.

Third, we believe trust grows through transparency and engagement. Beyond policy and service communications, we stay connected through initiatives such as our Customer Newsletter, Marketscape Newsletter, and customer engagement programmes that help people better understand financial protection and long-term planning.

Ultimately, trust is built through consistent actions and reinforced through consistent communication. The more customers see evidence that a company keeps its promises, the greater their confidence becomes—well before the moment they ever need to make a claim.

How has the role of corporate communications evolved in shaping customer confidence in the insurance sector?

The role of corporate communications in insurance sector has evolved significantly. It is no longer just about disseminating information; it is about building trust, shaping reputation, and ensuring that the company's purpose is consistently reflected across every stakeholder interaction.

Today, customers don't form opinions about a brand based on advertising alone. They form them through every experience they have with the company—whether it's a service interaction, a claims experience, a social media engagement, or a conversation with an advisor. As a result, communications has become a strategic function that helps create consistency and credibility across all touchpoints.

One of the most important shifts has been the growing role of internal communications. In an industry built on trust and long-term relationships, employees are often the most powerful ambassadors of the brand. That's why, when we introduced Har Wada Mumkin – Promises Made Possible, we focused first on bringing the promise alive internally. Our belief was simple: if employees embrace the promise, customers will experience it.

The other major change is that trust is no longer built through occasional campaigns or corporate announcements. It is built continuously through transparency, responsiveness, and authentic engagement. Every interaction either strengthens trust or weakens it.

That is why corporate communications today has a seat at the leadership table. Its role extends beyond messaging to helping shape customer confidence, employee advocacy, and ultimately, the reputation of the organisation.

Many insurance campaigns speak about financial security and peace of mind. How can brands strike a balance between emotional storytelling and factual communication in the insurance sector?

At Ageas Federal, we place the customer at the centre of everything we do. Our communication philosophy is built on transparency, accountability, and simplicity. We believe information should be easy to understand and meaningful, regardless of who we are speaking to.

Our approach is straightforward: lead with facts and bring them to life through human stories. The fact is what you say; the story is what helps people relate to it.

Ultimately, when communication is rooted in genuine customer understanding, the balance happens naturally. You can be factual without being clinical, and emotional without compromising credibility. That's where trust is built and meaningful connections are created.

In your view, what are the biggest trust deficits the life insurance industry still faces despite years of consumer education efforts?

I see these less as trust deficits and more as opportunities for the industry to strengthen customer confidence.

The first is making the claims promise more visible. Customers want reassurance that their insurer will be there when it matters most. While the industry has strong claim settlement records and financial strength to back its commitments, there is an opportunity to communicate these proof points more consistently and prominently.

The second is simplification. Insurance can still feel complex and overwhelming for many consumers. Making products, benefits, and processes easier to understand can empower customers to make informed decisions with greater confidence.

The third is education. While awareness of life insurance has improved significantly, many people still view it primarily as a tax-saving or investment tool rather than a critical component of long-term financial protection. Continued education can help bridge that gap and encourage more informed financial planning.

Finally, India continues to have a significant protection gap, particularly among underinsured families and MSMEs. Expanding access, relevance, and affordability for these segments is not only a growth opportunity for the industry but also an important responsibility.

Across all of these areas, the common thread is trust. Trust grows when communication is simple, transparent, and supported by evidence. The companies that combine clear communication with consistent delivery will be the ones that earn deeper customer confidence in the years ahead.

Has the rise of social media and technological tools made trust-building easier through transparency, or harder because of heightened scrutiny?

I would argue that trust-building has actually become harder, even though transparency has increased.

The challenge is that customers today are exposed to an overwhelming volume of information, opinions and content. Every claim a brand makes is scrutinised, compared and often challenged in real time. A single negative experience can travel much faster and farther than hundreds of positive ones. As a result, brands no longer have the luxury of defining their own reputation; customers, employees, influencers and the media all contribute to shaping it.

What this means for communicators is that trust can no longer be built through messaging alone. Every statement must withstand scrutiny and be backed by evidence. Customers expect proof points, transparency and consistency across every touchpoint, and they can quickly identify gaps between what a company says and what it does.

At the same time, this environment creates an opportunity. The brands that are willing to be transparent, respond openly and consistently demonstrate their commitments can build deeper credibility than ever before. But unlike in the past, trust is no longer granted based on reputation alone, it has to be continuously earned and continually validated.

In that sense, technology has raised the standard. It has made trust-building more demanding, but also more authentic because every promise can be tested against real-world experience.

What's more damaging to trust today: saying the wrong thing or saying nothing at all?

Neither is inherently more damaging; the real risk is creating an information vacuum or a credibility gap.

Saying the wrong thing can undermine trust because it raises questions about competence, accuracy and intent. But saying nothing at all can be equally damaging, particularly when stakeholders are looking for reassurance or clarity. In the absence of information, people often fill the gap with assumptions, speculation or misinformation.

The key is not to choose between speed and accuracy, but to balance both. In moments that matter, organisations should communicate early, communicate facts, and be transparent especially about what they are doing next.

This is where preparation becomes critical. Clear communication protocols, spokesperson readiness and aligned internal guidance enable organisations to respond quickly without compromising accuracy. The objective is not to have all the answers immediately, but to demonstrate accountability and keep stakeholders informed.

Trust is strengthened when people feel that an organisation is present, transparent and responsive.

If you had to choose one factor that will define the future of trust in the insurance industry over the next five years, what would it be and why?

If I had to choose one factor, it would be proof.

Over the next five years, trust in the insurance industry will be defined less by what companies say and more by what customers can see, verify and experience for themselves. Whether it is claim settlement performance, service responsiveness, digital experiences or financial strength, customers will increasingly expect evidence behind every promise.

Technology will accelerate this shift. Information is more accessible than ever, and customers can compare products, experiences and reputations in real time. In this environment, trust will be earned through consistent delivery and radical transparency, not just communication.

For communicators, this means the role becomes less about crafting messages and more about making proof visible. The organisations that build the strongest trust will be those that can consistently demonstrate that they do what they say they will do.

Ultimately, the future will belong to companies that turn promises into proof and proof into confidence.