AvivaPlus: Reinventing the Insurance Experience

  

Customer Insight

AvivaPlus was created in response to one of the biggest customer pain points in the insurance industry: the complex and often unclear process of purchasing insurance. After conducting extensive customer research, analyzing voice of the customer feedback, and reviewing external press, Aviva identified a key opportunity to make the insurance process simpler, more transparent, and more customer-centric.

The new product needed to address the challenges customers face while purchasing insurance, offering a more streamlined, loyalty-driven, and cost-effective solution. The team created AvivaPlus, which introduced a subscription-based model, giving customers the option to buy Home and Car insurance as a single product with a renewal price guarantee. This new approach made it easier for customers to understand their coverage and avoid unexpected price hikes during renewals.

  

Differentiation Strategy

The challenge was to make AvivaPlus stand out from Aviva’s other insurance products. To differentiate the visual identity, we based the design on extensive research into the target demographic, focusing on a more sophisticated and premium look and feel. This ensured that AvivaPlus didn’t just blend in with other Aviva products, but had a unique visual language and branding that resonated with the loyalty-driven, price-conscious customer base.

• Subscription-Based Model: The subscription model simplified the payment process, offering flexibility and making it easier for customers to manage their policies.
• Home & Car Insurance Bundle: By offering Home and Car insurance as a single product, we simplified the selection process and provided better value for customers who needed both.
• Renewal Price Guarantee: A key selling point was the guaranteed renewal price, which assured customers that their premium wouldn’t unexpectedly rise, increasing trust in Aviva.

  

Outcome & Results

• Rewarded Customer Loyalty: AvivaPlus became a product that valued and rewarded customers’ loyalty by offering better pricing, flexibility, and simplified purchasing. Customers could engage with their insurance products in a way that felt fairer and more rewarding.
• Media Attention & Free PR: The innovation behind AvivaPlus caught the attention of the media, which provided valuable, organic publicity. The product’s simplicity and customer-first approach garnered coverage in the press, adding credibility to the offering and helping boost awareness.
• Rebranded Experience: The new visual design and branding for AvivaPlus successfully set it apart from other Aviva products, aligning with the product's sophisticated, modern offering while still staying true to Aviva’s core identity.

In conclusion, AvivaPlus was a successful launch that met the needs of modern customers while also serving as a differentiated offering in the marketplace, ultimately driving both customer satisfaction and business growth.