Transforming the micro SME insurance market: Putting the customer experience at the heart of technology solutions

Setting the scene

Even the most advanced technology is worth little if it doesn’t do what the people using it need it to do. This is especially true when it comes to customers; the customer experience should drive the technology, not the other way around. That’s why, in helping Direct Line Group (DLG) build an innovative, direct online sales platform for insurance for small and medium-sized enterprises (SME), our Intelligent Digital approach began with the basics – a detailed analysis of its customers, their individual journeys and their unique priorities.

Direct Line for Business (DL4B) aims to be the first-choice direct insurer for micro SMEs. But to get there they must overcome three hurdles: many products are complicated; most SMEs buy insurance through a broker; and pre-packaged products sold direct don’t always meet the customer’s exact needs.

Transforming SME insurance

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"We’ve created an insurance product and user experience proposition for micro SMEs that we believe to be extremely innovative and potentially market-changing for commercial insurance"

Jasvinder Gakhal, Director of Commercial Direct, DLG

How we helped

Intelligent Digital combines business, technological and human intelligence to solve important problems. DL4B needed to reach micro SME customers directly, in a way that put customer experience at its centre. Our solution was to create a new customer focused digital experience, allowing SME owners to buy the right product for their business, quickly and efficiently.

Making a difference

The DL4B solution is now live in the market, transforming the way SMEs buy insurance and putting pressure on competitors to keep up. By making innovative use of technology that’s designed to meet customers’ needs, the solution is helping DL4B to win in the market.