We’ve helped dozens of insurance carriers across the globe define customer problems and take pioneering ideas to market, using our 123 Innovation FrameworkTM.
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We use our own, unique innovation framework, designed for the insurance industry, to take concepts from the customer need and the spark of an idea to market launch, in lightning-fast time. We call it, the 123 FrameworkTM.
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AXA Global Healthcare aimed to simplify the claims process for their international health insurance customers, addressing a key pain point around the administrative burden of making claims abroad.
We helped AXA GH envision a groundbreaking “no-claim claims” process, where customers would use a virtual credit card stored in their digital wallet. This card could be ‘swiped’ directly at clinics, eliminating the need for claim forms and receipts.
Managing Director, AXA Global Health
Launched in early 2024, this solution has been a game-changer, significantly improving customer satisfaction and earning awards and media coverage. AXA GH has set a new standard in customer experience for global claims.
Bupa, the UK’s leading health insurer, wanted to increase digital sales of their private medical insurance (PMI) product. They needed to better understand how to optimise their Quote and Buy (Q&B) experience to improve conversion rates and customer satisfaction.
We conducted in-depth market research, gathering feedback from 250 consumers on Bupa and competitor offerings. This helped establish benchmarks and revealed key areas where customer needs were not being satisfied. Using our findings, we created a best-practice Q&B prototype and tested it with customers with MVP, evaluating commercial potential, customer desirability and user experience.
Consumer Sales Director, Bupa
When we input our analysis and customer insights into a detailed financial model we found a predicted near-100% increase in conversions, with lower cancellation rates as customers gained clarity on their options. Bupa is now poised to implement these insights, enhancing the user journey and unlocking significant commercial uplift across its digital channels.
AXA Ireland saw an opportunity to support consumers interested in eco-friendly choices like electric vehicles and home retrofitting. However, many potential customers wanted assurance that these green investments would also make financial sense.
We worked with AXA Ireland to design an innovative product that guarantees anticipated savings from eco-friendly upgrades, the first of its kind globally. This solution gave customers a financial guarantee for going green, combining insurance and competitive finance with practical support for sustainable choices.
Launched in 2023, this award-winning product has set AXA Ireland apart as a market leader in eco-conscious offerings, reinforcing their role in Ireland’s green transition and appealing to environmentally minded consumers by solving previously unmet needs.
Cigna identified a unique opportunity to harness the extensive wearable data generated by Singapore’s population to create a dynamic health insurance product. They needed a structured and rapid approach to validate and refine this concept.
Using our 123 Framework, we guided Cigna’s cross-functional team through a six-week engagement, featuring virtual workshops and remote experiments. Together, we tested key desirability assumptions with customers, refined the product, and designed a scalable pilot plan.
With our support, Cigna successfully launched a pilot, and the product is now live in Singapore, delivering dynamic insurance coverage to thousands. This innovation has set a new standard in responsive health insurance, adapting coverage based on real-time data.
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