Insurance that adapts in real time.

The idea was strong. The only question that mattered was whether customers wanted it — and there was one honest way to find out.

Cigna spotted a rare opening. Singapore's population generates a wealth of wearable data, and that data could power health insurance that adapts to how people actually live. But a promising concept is not a validated one.

The risk was never the technology. It was desirability: would customers welcome coverage that responds to their wearable data, or quietly reject it? Cigna needed a fast, structured way to know.

A bold idea deserves a fast, honest test — not a long, expensive guess.

Using our 123 Framework, Ninety guided Cigna's cross-functional team through a focused six-week engagement.

• 01Ran it remotely, at pace. Virtual workshops and remote experiments kept a cross-functional team moving fast across the six weeks.
• 02Tested the assumptions that mattered. We put Cigna's key desirability assumptions in front of real customers, and let the evidence refine the product.
• 03Designed a pilot built to scale. The output wasn't a report — it was a scalable pilot plan, ready to put in market.

Cigna launched the pilot — and the product is now live in Singapore.

What started as a question — would customers want this? — is now a live product, setting the pace for responsive, data-driven health insurance.