From Agents to Apps: How Aegon Life Went Fully Digital
Overview
Aegon Life, one of India’s leading insurance companies, set out to shift to a digital-only distribution channel, moving away from their legacy agent-reliant operations. As consumer behavior evolved during the COVID19 pandemic and technology advanced, the growth of the D2C landscape made it imperative for traditional brands to connect directly with customers in their preferred realm - the digital space.
The Challenge
In the Indian insurance market, customer acquisition relies heavily on one-on-one, agent-led interactions. However, Aegon Life's decision to go completely digital, eliminating middlemen from the equation required a solution that could seamlessly fill the void between the agent and the customer, ensuring they didn't feel the absence of insurance agents.
Solution Focus
To enable digital-first approach, we developed an intuitive, accessible website tailored to India’s suburban customers, addressing language barriers, limited financial awareness and simplifying financial jargon. A conversational, clear tone, combined with user-friendly interaction design and UX writing supported fast, unassisted decision-making.
My Role
As Design Director, I helped shape Aegon Life’s digital strategy, leading a mobile-first design approach. My responsibilities included:
-
Driving design related client interactions
-
Gathering business requirements
-
Organising and facilitating stakeholder workshops
-
Providing guidance and direction to the design team
-
Project planning
-
Leading the solution strategy and
-
Ensuring quality control on all design deliverable
Impact
By bringing a fresh perspective on digital financial solutions, we successfully transitioned the brand to a 100% online sales model.
This was achieved through an intuitive and simplified web discovery experience that caters to the self-serve preferences of a digital-centric audience.
Outcomes included:
-
20% increase in new customer acquisition
-
43.33% increase in average session duration
-
4% reduction in bounce rates
Design Highlights
Gamification for deeper engagement
Buying insurance online can be challenging, especially for customers with reluctance to adopt financial solution platforms, relying traditionally on agents and middlemen. We found that making the digital experience interactive helps in alleviating user anxiety around complex financial concepts, keeping them engaged toward reaching their goal.
More Projects
