Building a Digital Claims Platform for an Insurance Company

La Sfida

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.

Il Nostro Approccio

Ricerca, Analisi e Fondamenta Strategiche

• 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

Design, Sviluppo e Implementazione

• Ridisegnati i flussi utente chiave sulla base dei risultati della ricerca, eliminando tre passaggi inutili dalla registrazione
• Costruito un framework di test per permettere al team di rilasciare aggiornamenti settimanali invece che mensili
• Aggiunta personalizzazione basata su quello che gli utenti facevano nel prodotto, non solo sui dati demografici
• Create dashboard che davano al management una visione chiara senza bisogno di un analista dati per interpretarle

Lancio, Ottimizzazione e Scalabilità

• Scalate le campagne che funzionavano e chiuse quelle che non funzionavano
• Espansione in due segmenti di mercato adiacenti che i dati iniziali indicavano come promettenti
• Firmati accordi di partnership con tre aziende complementari per raggiungere nuovi pubblici
• Costruiti programmi di retention focalizzati sui primi 90 giorni, dove avveniva la maggior parte del churn

Cosa Abbiamo Imparato

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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