This thesis discusses - the development suggestions for improving OP-Unit-linked insurance product data sheet r from sales and marketing point of view. The commissioner was OP Life Assurance Company Ltd.

The goal was to modify the product data sheet so it would be better suited for sales and marketing. In order to reach the goal T current and reference product data sheets were analyzed and a few customers were interviewed.

In the analysis of product data sheets the accuracy of product data sheet the regulatory point of view was in focus. Moreover the aspect the product data sheet should include in the sales and marketing wise were looked into. Every product data sheet seemed to be similar in the regulatory point of view but the main differences lied in what messages product data sheets are sending to readers. OP-Unit-linked insurance product data sheet included a lot of informational text while competitors’ product data sheets included many examples of what dreams consumer could get fulfilled by saving to unit-linked insurance.

Customers’ opinions were found out by interviewing’s. It turned out that many are saving for a rainy day or in the hope of economically better pension or to make future purchases possible. To achieve these goals many interviewees have understood the meaning of saving and investing.

To make current product data sheet better, the content should include more possible dreams or threats of different people. In addition, product data sheet should include some example cases of different kind of people. Layout wise the product data sheet should include less small pictures and more large pictures. Pictures should include warm values.

Although there were only few interviewees the findings give an adequately wide perspective what needs people in different kinds of life situations have when it comes to saving and investing. Combining this to analysis of current and reference product data sheets here is a clear vision how to make current product data sheet even better. This theme topical as people are nowadays more and more interested in saving and investing.