protect.me – a new model for life insurance
PARTNER NN Insurance Hungary
Life insurance is facing critical challenges staying relevant in the digital age. At the same time, innovative startups are challenging incumbents, so going digital has become an imperative for insurers. Instead of only optimising digital as a new distribution channel, NN Hungary has decided to define a new business model for a service that is natively digital.
Through an agile, customer-centric process, we helped NN envision, test and build a new life insurance model, from the core concept, through the design of the underlying service, all the way to the release of a digital product. Together, we created the first on-demand accident and life insurance product ever released by a major insurer, ready to maintain NN’s position among the most innovative insurers.
Design sprints and co-creation workshops
Digital product design
Traditional life insurance products are too complex for customers to fully understand and buy online. They are designed for being sold through agent networks. This is quite an issue for insurance companies, as tied agent networks face challenges connecting with younger customers with a more digital lifestyle. If insurers want to have a meaningful place in the lives of these customers, they need ways to have more frequent and more relevant interactions with them.
“Life insurance can’t be sold online” – a statement that has become widely believed and unchallenged all over the industry. With NN, we decided to challenge this statement – we came to believe that life insurance can be sold online if the whole service is, from the ground up, built for customers with a digital lifestyle.
Together with NN, we created a cross-functional team of designers, marketing professionals, insurance product experts and software developers. From the first concept ideas, we worked together towards a common goal of creating an innovative service that is built with the customers in the center, solving only genuine human problems. We recorded countless interviews to understand people’s expectations towards insurers, field studies to understand how people feel in the situations when they really need an insurance. We created lots of possible solutions. Through rounds of concept testing, we eliminated the ones that didn’t fit into people’s lives, and scaled the ones that proved to be viable. This is how the idea of protect.me was born.
We chose an iterative, agile approach to the development of the product, first defining and validating the business model, then the blueprint of the underlying service, and only when all that was validated with real customers, we moved on to defining the MVP and creating the roadmap of the product.
The result is a unique on-demand life insurance service for sports. Through a single app, people are now able to sign up for risk insurance for 150 sports and activities, and only pay for it when they are doing them. You can get a bicycle insurance for the commute to the office, a running insurance for the evening jog, and another one for skydiving in the weekend within seconds.
With this product, NN is now able to connect to new customers in new ways, become part of their digital lifestyles, create new value for them, and keep them safe when they really need it, while supporting a more active and healthy lifestyle.
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