Insurance companies make money based on two key things: How large their member base is, and the hope that only a small percentage of those customers claim.

With 10% of people making claims each year, and the other 90% only experiencing the brand once a year (when they renew and pay their policy) the results weren’t good on either side.

Our brief was to reduce the total claims paid out. While also allowing more customers to experience our service.

The solution lay hidden in our claims data.

With 90 years of experience and claims data, we found that the majority of claims in Australia were actually avoidable. Curious about how this could not only impact our business, but also make the lives of Australians safer, we combined creative teams, risk analysts, behavioural specialists, data scientists and developers to redesign the category - shifting it from proactive to reactive.

Today, brands are built on how people experience a product or service. But for NRMA Insurance in Australia, that brand moment only came after customers experienced a disaster – after 10% suffer ongoing psychological problems.

Insurance was designed in the 1700’s to reimburse people who have experienced disaster. NRMA Safety Hub completely flipped this 300-year-old experience. Taking a portion of claims money previously reserved to pay people after a disaster and using it to pay people to avoid that disaster instead.

We collaborated with different teams within the business to understand over 90 years of NRMA Insurance claims data, and in doing so we identified the greatest risks to Australian homes. Surprisingly, small items like faulty $8 flexi hoses, which account for 23% of interior water damage claims or overloaded power boards, clogged gutters and faulty Takata airbags cause some of the greatest risks to Australian lives.

We thought, rather than spend big on media, we bypassed paid media opting for a shared economic outcome model and paid our customers to reduce their risk. By gamifying insurance and introducing immediate reward mechanisms – we could make safety fun.

Safety Hub was not just an app. We redesigned the entire insurance category, changing how people experience insurance.

It started by bringing together different departments from marketing, product, data, claims, risk analysts and customer services to change the way the brand operates.

With 90 years of experience and claims data, we found some of the greatest risks to Australian homes were preventable. Like replacing Australia’s leading cause of flooding – an $8 flexi-hose. Or clearing gutters of leaves in storm areas. The basics.

We then used the claims money usually reserved to pay people after the disaster to help people be safer. And avoid disasters completely.

The Safety Hub was launched to 156,000 high-risk Australians with tailored comms journeys for each participant. From films, to real-time notifications, to personalised safety tasks designed to keep them safe. Each time a task was completed, we paid money straight into their bank account.

16,964 safety tasks have been sent out with nearly 30% been completed.

Hundreds of thousands of dollars of potential claims have been prevented.

Most importantly, many Australian homes are now safer.

Engagement with Safety Hub was double that of existing NRMA app and received unprecedented levels of customer satisfaction.

· 79% of customers see NRMA Insurance as a more proactive insurer.

· 68% feel more valued.

· 82% Feel prepared to recover from an unexpected event.

Comments:

· “Excellent initiative, provided me with valuable knowledge on preventing future issues in my home:

· “I never thought to check pipes under the sink. Brilliant idea”

“Through the strategy and concept that we developed, to the behaviourally-targeted, technical smarts that we executed through the Adobe Experience Could, Safety Hub is not just changing the relationship we have with our customers, it’s enabling safer living across the country.” Brent Smart, CMO IAG

Safety Hub was not just an app. We redesigned the entire insurance category, changing how people experience insurance.

It started with bringing together different departments from marketing, product, data, claims, risk analysts and customer services to change the way the brand operates.

With 90 years of experience and claims data, we found some of the greatest risks to Australian homes were preventable. Like replacing Australia’s leading cause of flooding – an $8 flexi-hose. Or clearing gutters of leaves in storm areas. The basics.

We then used the claims money usually reserved to pay people after the disaster to help people be safer. And avoid disasters completely.

The Safety Hub was launched to 156,000 high-risk Australians with tailored comms journeys for each participant. From films, to real-time notifications, to personalised safety tasks designed to keep them safe. Each time a task was completed, we paid money straight into their bank