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Allianz

How do we sidestep the aggregators with a winning D2C proposition?

Overview

We helped Allianz create a new, more profitable customer proposition to sidestep the aggregators and go direct to customers.

Challenge

Following the growth of aggregators in the insurance market, Allianz, like a lot of general insurers, was struggling with downward pressure on margins and loss of market share. They asked us to help them find new ways to grow.

Solution

The first step was to attitudinally map and quantify the world of insurance with a rigorous Growth Map. This helped us to segment the market, measure engagement in the category and uncover new insight to help us develop new propositions. One of the insights uncovered was that customers from one of the valuable target segments was frustrated with the amount they were over-insured, and therefore were over-paying for their cover which was creating resentment with the category.

This presented an opportunity for a personalised insurance product to be sold directly to these customers, creating commercial and brand value, and side-stepping the aggregators.

Result

A brand new, differentiated, D2C proposition that allowed customers to personalise their insurance according to their individual needs.

Brought to market in 2010 under the Your Cover name. Following a successful launch, it has been rolled out as a standard feature across the entire Allianz general insurance portfolio.

 

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