Go Greenfield

A leading European Group ran its own market research and found out that it was not that the millennials did not want insurance, but rather that they wanted it when they felt they would need it, they wanted to be in control. Based on these important research findings, the Group, as part of the Group digital transformation strategy, made the strategic decision to build an offering to address this need. It appeared soon that this market opportunity had to be developed under a “greenfield” approach, with a new, modern and young brand that would represent a new generation of insurance aligned with the way the millennials live and consume.