Digital Channels.

Challenge: To build a platform that would allow the integration of the insurance company with partners of different levels of commercial and technological maturity, and to increase the range of digital services offered, such as the management of proposers, policies, endorsements, and invoices. The underlying objective is also to increase the operational capacity of the insurance company without increasing the support team, through a platform that is simple, clear, and intuitive to the end user.

What was done: The construction of a new Digital Channel for the insurance company was carried out, applying the best insurance market practices to offer services and connect partners, with revisions by specialists in customer experience, aiming for better usability of the entire environment.

This channel centralizes the day-to-day utilities of the Broker, such as the management of proposers, policies, endorsements, and the issuance of bills. But it also allows for the hiring of liability insurance, professional and judicial. The framework created specifically for this client allows for the creation of new types of insurance in a short amount of time, performing the parameterization of coefficients used in the calculation of insurance premiums.

To meet the demand for growth in the number of partners without increasing the support team, the platform has training tracks for the broker, offering access to:

• Training for platform usage;
• Interviews with insurance market experts;
• Podcasts discussing topics related to the direction of the insurance market;
• Webinars on products and services offered by the insurance company.

Results: In addition to improving the user experience, the new product was responsible for increasing the portfolio of brokers by 20% in the first 6 months of operation.

After about a year of the portal’s publication, there was an observed 15% increase in the number of registered brokers on the platform. There was also a 10% increase in the number of active brokers on the platform, meaning partners who have registered and maintain constant use of the digital channel. These numbers lead to the perception of an increase in insurance service contracts, since partners end up generating policy renewals with the insurance company. It is understood that this number is associated with the increase in the ease of use of the application, simplicity in generating quotes, as well as the increase in the range of products that can be contracted through the portal.

With an increase in the number of brokers and an evident increase in usage frequency, there was no need to increase the number of support and platform maintenance professionals. Thus, it is understood that the efforts of the UX (User eXperience) team were worthwhile for the construction of a digital channel focused on simplicity of use for users with different levels of business and technology knowledge.