Insurance
Research with 1,200+ customers showed how gamified insurance offers could engage wellness audiences across two markets.
A global insurer was expanding a wellness proposition into Australia and India. Product leaders needed to understand whether people using an app to improve their health would consider insurance and how the proposition should differ across markets.
The Experiment
ArcticBlue began with workshops and strategy sessions to identify 11 assumptions about what would motivate wellness users to consider insurance. We translated those assumptions into research with more than 1,200 target customers.
A/B tests compared standard insurance offers with gamified versions. Testing in both countries let the team examine how offer design affected interest and how reactions differed by market.
Results
Gamified offers increased interest in insurance in both markets. Overall appeal was stronger in India, where insurance ranked among users’ top three in-app offers.
The findings gave leaders evidence for market emphasis and offer design, with a clearer view of how gamification influenced customer interest.
Why it mattered
A relationship around wellness did not automatically establish demand for insurance. The research gave the team a concrete basis for adapting its cross-sell proposition to each market.
