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Case study: Gjensidige

Engaging and motivating customers towards better health

Gjensidige Insurance

Solution

Campaign KPIs

Core themes

Background

Leading Nordic insurer Gjensidige conducted two separate pilots involving Personal Activity Intelligence (PAI). Gjensidige was interested in PAI’s unique science-backed approach to engage customers and motivate them towards better health.

Challenge

Gjensidige wanted to increase engagement with current policyholders and attract new customers with their wellness offerings, while helping to improve their customer’s overall health and well-being.

Program

Gjensidige presented PAI in two separate pilots to their policyholders, with a goal of increasing engagement with their services and their digital app IVER. In these pilots, policyholders were offered various wellness offerings and rewards, including a wearable device that featured PAI.

Results

Gjensidige was pleased with the results of both pilots, seeing increases in engagement, attracting new customers, and improvements in policyholder’s overall health.

Attracted new customers

Customers had a choice of different wellness offers, however the device with PAI option proved to be the most popular at the recruitment stage.

Increased activations

The number of people who chose to activate and use PAI exceeded Gjensidige’s expectations by 200%.

Increased loyalty amongst existing customers

Participants were highly engaged in the pilots, validating the potential of PAI as a ‘currency platform’ for future customer loyalty rewards and incentives.

Achievable health goals

Participants maintained an average score of 101 PAI over the pilot, meaning they were getting the maximum protection against cardiovascular and lifestyle disease mortality.

Engagement and Testimony

Users liked the personalized nature of PAI. They also liked that all activity counted.

The user base was more engaged and fulfilled, across all profiles/demographics.

Users really liked the PAI Score and found it to be ‘very motivating’ because it validated how much activity they were doing and provided a goal on how much more they needed to do.

The analysis and direct feedback from users revealed that PAI was among the most popular aspects of the service: driving motivation for a more active life and improving customer engagement.
Jørgen Taalesen
Head of Business and Service Development
Gjensidige

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