Building a Digital Claims Platform for an Insurance Company

El Desafío

The company had a good product but was stuck. Customer acquisition costs climbed each quarter, organic growth had flatlined, and the sales team spent too much time on leads that went nowhere. They knew the product worked -- they just had no repeatable way to get it in front of the right people.

Nuestro Enfoque

Investigación, Análisis y Fundamentos Estratégicos

• Pulled user behavior data from every touchpoint and found where people were leaving and why
• Benchmarked against five competitors to see what was working in the market and what was not
• Set up a measurement framework tied to actual business outcomes, not vanity metrics

Diseño, Desarrollo e Implementación

• Rediseñados los flujos de usuario clave según los hallazgos de la investigación, eliminando tres pasos innecesarios del registro
• Construido un framework de pruebas para que el equipo pudiera lanzar cambios semanalmente en vez de mensualmente
• Añadida personalización basada en lo que los usuarios hacían en el producto, no solo en datos demográficos
• Creados dashboards que daban al equipo directivo una visión clara sin necesitar un analista de datos para interpretarlos

Lanzamiento, Optimización y Escalabilidad

• Escaladas las campañas que funcionaban y cerradas las que no
• Expansión a dos segmentos de mercado adyacentes que los datos iniciales sugerían que convertirían bien
• Firmados acuerdos de partnership con tres empresas complementarias para llegar a nuevas audiencias
• Construidos programas de retención enfocados en los primeros 90 días, donde ocurría la mayor parte del churn

Lo Que Aprendimos

1. Reducing monthly churn by 2 percentage points had the same revenue impact as increasing new signups by 15%. Retention math is unforgiving.
2. The highest-performing acquisition channel was word of mouth from users who genuinely liked the product. No ad campaign came close.
3. When marketing, sales, and product all tracked different numbers, every meeting turned into a debate about whose data was right. Agreeing on metrics first eliminated that.
4. Translating the website was not enough. Each market needed different pricing anchors, different trust signals, and sometimes a completely different value proposition.
5. The single biggest ROI came from fixing the user experience. Removing two unnecessary steps from the signup flow improved every downstream metric.

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