The most effective way to tap into the real needs of customers is to be part of relevant platforms and ecosystems. Platforms where people go to, to solve the challenges they have in life, and the financial and risk challenges that go with them. Think of obvious platforms around home, mobility, work and health. But also of platforms around important life events such as study, marriage, divorce and retirement; important moments in someone’s life that require making important financial decisions. A great example is Mobly, Baloise’s platform in the mobility space. Mobly started helping customers when buying a second-hand car by providing all the relevant information, access to a wide range of service providers and support through a real expert that accompanies you during the buying process. Other mobility services already followed.
We believe ‘Ecosystems beyond insurance’ is the overarching trend for the years to come, the mega-trend if you would like to put it that way.
The Mobly best practice illustrates this perfectly. The real customer need is mobility. To fulfil this need they might decide to buy a second-hand car. The car insurance is a derived demand.
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