Confidential Client – Digital Value-Added Services for Insurance Products - DevelopX
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Introduction and operationalization of digital value-added services for insurance products

DevelopX supported a major German insurer in the conception, prioritization, and planning of market launch of a new generation of digital value-added services (VAS) in the motor and life insurance segments. The goal was to position these services strategically along the entire customer journey, develop new offerings, and integrate existing ones more efficiently, customer-centrically, and at scale across sales and usage.

50+% Expected increase in service usage

The Challenge

Various value-added services were already in place, but they were poorly integrated into the customer journey, minimally marketed, and organizationally fragmented.

Legal and data-related hurdles further complicated personalization and scalability. As a result, the value-added services remained below their potential, significantly reducing customer benefit and overall market impact.

Our Solution

Three-stage workshop series for systematic validation, prioritization, and go-to-market design of value-added services, with a focus on customer value and organizational readiness.

1

Service
Prioritization

In three workshops, DevelopX systematically validated existing and new value-added services.
Through moderated co-creation, we identified the most relevant services, assessed their value and potential, and prioritized them for the automotive and life insurance product lines.

2

Journey
Integration

We analyzed the customer journey, identified key touchpoints, and developed targeted concepts for integrating the services.
This included embedding points for registration-related services, repair shop offerings, and beginner driver packages—each with the required technical interfaces and marketing logic.

3

Stakeholder
Alignment

We activated key stakeholders, defined clear responsibilities (e.g., Product Owner, Sales, IT), and planned new processes, KPIs, and incentive mechanisms.
This results in a structured, long-term operating model for the entire service landscape.

4

Scaling
Roadmap

We developed an implementation and scaling roadmap with quick wins, the technical setup, and the legal infrastructure.
A test–measure–learn framework enabled fast rollouts and continuous optimization of the services.

Impact of Our Work

The time needed to develop new point-of-sale (POS) devices was reduced by
50%
Tickets sold through the new platform during the first launch phase exceeded
100,000
The page load speed of the ticketing platform increased by
95%
The time taken to stabilise the core ticketing system was less than
2 months

Client Background

The client is a nationwide insurer with a strong focus on digitalization and service innovation. Its strategic priorities include differentiating through additional service offerings, sustainably increasing customer loyalty, and scaling value-added services across further sales and product channels.