Credibility is always a problem with insurance products: Because the insurance contract requires the household to pay in advance, to be repaid in the future at the discretion of the insurer, the household must trust the insurer completely. In the weather insurance case, the team marketing the product sometimes went with someone from Basix, an organization that the farmers know well, and sometimes they went on their own. They found that the presence of a member of Basix had a fairly large effect on sign-up rates, suggesting that trust is an issue.
