Using over 90 years of NRMA Insurance expertise, recent claims, geographical and weather data – aging homes at risk of internal flooding, and house fires we identified 156,000 at risk insurance customers.

We bypassed paid media opting for a shared economic outcome model and paid our customers to reduce their risk before the disaster instead of after when it was too late.

By gamifying insurance and introducing immediate reward mechanisms we were able to monitor customer behavior and trigger a tailored comms journey rewarding customers throughout the experience as they completed safety tasks around their home.

Insurance companies make money based on two key things: How large their member base is, and the hope that only a small percentage of those customers claim.

With 10% of people making claims each year, and the other 90% only experiencing the brand once a year (when they renew and pay their policy) the results weren’t good on either side.

Our brief was to reduce the total claims paid out. While also allowing more customers to experience our service.

The solution lay hidden in our claims data.

With 90 years of experience and claims data, we found that the majority of claims in Australia were actually avoidable. Curious about how this could not only impact our business, but also make the lives of Australians safer, we combined creative teams, risk analysts, behavioural specialists, data scientists and developers to redesign the category - shifting it from proactive to reactive.

Safety Hub was not just an app. We redesigned the entire insurance category, changing how people experience insurance.

It started by removing the internal walls - bringing together different departments from marketing, product, data, claims, risk analysts and customer services to change the way the brand operates.

With 90 years of experience and claims data, we found some of the greatest risks to Australian homes were preventable. Like replacing Australia’s leading cause of flooding – an $8 flexi-hose. Or clearing gutters in storm areas. The basics.

We then used claims money usually reserved to pay people after the disaster to help people be safer. And avoid disasters completely.

Safety Hub was launched to 156,000 high-risk Australians with tailored comms journeys for each participant. From films, to real-time notifications, to personalised safety tasks designed to keep them safe. Each time a task was completed, we paid money straight into their bank account.

First, we identified NRMA’s highest risk customers based on their location and risk propensity.

This audience was segmented into groups, based on the disaster they were most likely to face. They were then paid money to complete tasks to keep them safe.

37% of customers in bushfire areas were paid to clear out their gutters and remove foliage from their gardens.

43% of customers in storm prone areas were paid to trim their trees and secure outdoor items.

21% of customers living in aging homes with old electrical wiring were asked to do check power boards, and check key electrical appliances like smoke alarms for signs of wear.

These customers were then invited to use Safety Hub, and instead of waiting to experience NRMA after a disaster, they experienced insurance to help them avoid a disaster.

The mobile application was initially built as a working prototype with 2,000 high-risk customers invited to join in July 2018. This gave us insights necessary to prove customers will engage with insurance if it provides them with personalised and relevant safety advice.

Combining multiple data sources - over 90 years of NRMA Insurance expertise, recent claims, geographical and weather – we identified high risk customers across Australia. Focusing on storm and cyclone areas, aging homes at risk of catastrophic internal flooding, and house fires we identified 156,000 at risk customers who were invited to download the Safety Hub app.

We paid them in cash to complete a series of personalised ‘Safety tasks’. Tasks included: $20 for replacing flexible hoses susceptible to busting and flooding homes. Clearing out gutters which increase the risk of water damage during storms or fires during bushfire season. If customers spotted a problem with a flexi hose, Australia’s leading cause of flooding, we even paid tradespeople to fix them safely valued up to $400.

Customers behaviour was logged and analysed through Adobe Campaign and triggered the next best action for each customer, whether that was completing and unfinished task or completing their next safety task.

16,964 safety tasks have been sent out with nearly 30% been completed.

Hundreds of thousands of dollars of potential claims have been prevented.

Most importantly, many Australian homes are now safer.

Engagement with Safety Hub was double that of existing NRMA app and received unprecedented levels of customer satisfaction.

· 79% of customers see NRMA Insurance as a more proactive insurer.

· 68% feel more valued.

· 82% Feel prepared to recover from an unexpected event.

Comments:

· “Excellent initiative, provided me with valuable knowledge on preventing future issues in my home:

· “I never thought to check pipes under the sink. Brilliant idea”

“Through the strategy and concept that we developed, to the behaviourally-targeted, technical smarts that we executed through the Adobe Experience Could, Safety Hub is not just changing the relationship we have with our customers, it’s enabling safer living across the country.” Brent Smart, CMO IAG