TV ad: Back Me Up: Snake Selfie

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Twenty-somethings have a strong set of negative perceptions about insurance and, despite the fact they are four times more likely to need insurance, only 25% actually have cover.

Insurance has wrongly been aimed at old, dull people for far too long. Flip it on its head and it can be for people who want to get out there and live their lives like nothing can go wrong.

That's what Ageas' new product Back Me Up is all about - affordable insurance, through an app, for those who really need it.