iptiQ and Verti create fully digital Term Life Insurance proposition for German consumers
- Partnership between Verti and iptiQ provides the opportunity to share their business strengths
- Rigorous optimisation of the solution maximises the benefits
- An award-winning product, recognised by industry media
Verti Insurance, operating in Germany, is part of the global MAPFRE Insurance Group. MAPFRE operates across 5 continents and serves approximately 30 million customers worldwide. MAPFRE is the benchmark insurer in Spain, the leading multinational group in non-Life in Latin America and ranks 6th in Europe in non-Life insurance revenues.
iptiQ first joined forces with Verti in 2017, to introduce a fully digital Term Life Insurance product, making it one of the few insurers in Germany to offer a customer proposition of this type.
A fully digital Life Insurance customer proposition
Firstly, iptiQ designed the online Life Insurance product and customer journey, enabling consumers to buy Life Insurance in a few minutes. Before 2017, buying Life Insurance in Germany had been a complex, arduous process, with largely paper documents, wet signatures and a regulatory environment that was unsuited to the digital world.
iptiQ and Verti set about dismantling the obstacles to a stress-free customer experience. To achieve this, working groups from both companies addressed ways of reducing complexity. This required close collaboration between Product, Compliance, Legal, Operations, IT, as well as Underwriting and Pricing specialists. Tapping into Verti’s expertise in digital marketing for car insurance segment, the result was an entirely user-friendly digital application journey for customers.
Constant optimisation for the best digital experience
iptiQ’s solution provides a high-value insurance proposition for partners, with a best-in class digital experience for customers. Verti did the optimisation in 3 stages. They considered target audiences, customers’ buying stages and changes in customer behaviour.
The 1st stage involved understanding customers’ pain points, and then removing these problems. Remedial action taken in the 2nd stage, included streamlining the presentation of customer consents and opt-ins, and re-working user interface elements, where there were high abandonment rates or low uptake rates. The final stage was implementing A/B testing or split testing, which shows two versions of the same web page to visitors, to find out which version shows better rates of visitor conversions. As an example, a tweak to a call-to-action button resulted in doubling of the conversion rate on one of the web pages.
The conversion rate along the customer journey has increased by 270%. Verti has been able to scale up customer acquisition, with monthly sales volumes increasing by more than 500%, and acquisition cost per policy reducing by over 60%.*
Verti and iptiQ are continuing to optimise conversions, along various steps of the journey, and run testing to keep aligned with customer preferences.
The partnership between Verti and iptiQ offers an attractive opportunity to share their respective business strengths. Verti brings its distribution and customer knowledge to the table, while iptiQ contributes its product design and partnership management expertise. As a result, customers can buy straightforward, affordable Life Insurance cover, in a hassle-free way.
Verti has received accolades from some of Germany’s leading business publications for its initiative. Handelsblatt cited Verti as among “Germany’s best 2020 insurers” in Life Insurance. Focus Money gave Verti the “Best Term Life Protection” Award for 2020.
*From May 2017 to November 2020.