The brand has shifted from focusing on trust to providing maximum clarity through transparent products and processes. Interpolis now aims to give customers control over their own risks through need-driven services and support, rather than just selling insurance products. This renewed approach is focused on delivering the internal brand values of trust, clarity, empathy, equality, and solutions-focused service that is promised externally.

1. Interpolis. Crystal Clear
Business Model & Brand Strategy
Business Testimonial, MBA-FSI
Tilburg, 08.11.2012

2. Introduction & Program
René Voets, Manager Operations
• Business model
• Operating Model Rabobank-Interpolis
• Key succss factors: Packaging & Bundling
• Office Concept: tour
René van Gerwen, Brand & Media Strategist
• Brand evolution ‘Crystal Clear’
• Challenge and ambition
• Practice what you preach

3. Introduction of the Company,
partnership and business model

4. Playing field

5. Achmea organizational structure
Achmea Association Other
63.3% 31.3% 5.4%
Non Life & Income
Direct distribution Achmea Bank International
protection
Life & Pensions Syntrus
Bank distribution
Health
De Friesland
Zorgverzekering
Broker distribution
Staalbankiers
Health Care services
Large Corporates
Market & Strategy

6. Achmea Facts & Figures
1st in Dutch non-life market 1st in Dutch health market
2011 result from
regular activities 3 top player in
€ 51 mn Dutch life market
2011 GWP
€ 19,650 mn
€14 billion largest
34% bank distribution Dutch real estate investor

7. Rabobank Facts & Figures
AA/AAA rated cooperative bank
32% market share
6,8 Million Dutch customers residential mortgages
2011 net profit
39% market share
savings accounts
€ 2.6 billion
83% market share
Food and Agri
139 local branches in 872 offices 42% SME market share
with 3000 advisors

8. Interpolis Facts & Figures
1st market share non-life
1.6 million
3rd market share life consumer customers
300,000
Crystal Clear concept Corporate/SME customers

9. Business Model Rabobank-Interpolis
Change of
coverage
Claim
Advice & selling Management &
insurances Prevention
Sales Support

10. Vision on Customer contact
Rabobank Rabobank Rabobank
Interpolis Interpolis Interpolis
Rabobank Rabobank 3rd party
3rd party 3rd party

11. Rabobank-Interpolis Operating Model
Central
Rabobank
Rabobank Sales Product
Management
Local Interpolis
Account
Management
Local Achmea
Proposition Chain
Rabobank `Product
Sales Support Management Management
branches divisions
Brand Management

12. Evolution of bancassurance

13. Evolution of insurance distribution
• As the market matures, the importance of bancassurance as a
distribution channel grows
IFAs / Brokers Direct
IFAs / Brokers Direct
Bancassurance IFAs / Brokers
Affinity
Bancassurance IFAs / Brokers
Tied Agents
Tied Agents Bancassurance
Tied Agents
Tied Agents
other other other other
Emerging Developing Mature Super Mature
Russia Turkey The Netherlands
Greece

14. Insurance distribution within Achmea
Netherlands only

15. Evolution in bancassurance
Simple Integrated
Traditional Financial Partner in
‘Referral’ Bancassurance life and
Model Services
Provider business
Focus on Focus on needs
Focus on Focus on delivering
commissions, reducing costs of partners and
quality of support their
not different and increase service and
from an agent margin at stake business from
maximize cost all aspects
channel for partners efficiency
Increased tailoring and integration with the Bank

16. Rabobank-Interpolis Successful partnership
Market share in P&C lines through
bancassurance
Rabobank 65%
ABN/Amro 20%
Gross written premium (€ bio.)
SNS 5%
Fortis 2%
2.8
2.3 Non-life
1.2
Life
1995 2000 2008

17. The evolution of the relationship between
Interpolis and Rabobank creates value
Introduction of
Interpolis
Insurance Check
Introduction of
Travel insurance as
part of initial
product proposal
from Rabobank
Lauch of in- and
Introduction of outbound sales
All-in-One policy from Rabobank
Call Center
Introduction of
All-in-One policy
Improvement of for SME
claim handling
by Interpolis
Simple ‘Referral’ Traditional Integrated Financial
Model Bancassurance Services Provider

18. Key Success Factors for Rabobank-Interpolis
• No exclusivity agreement, continuous improvement.
• Integration in Rabobank’s all finance proposition.
• Coordinated development of core sales support / CRM
systems.
• Rabobank is involved in product/proposition management
process
• Claims handling by Interpolis: high level of service to the
customer.

19. Packaging

20. Bundles & Packages approach
Customer
Rabobank Rabobank
Mortgage SME
Rabobank
Package package
propositions
Add ons
By Rabobank
1 Single
2 3
Interpolis Pre-
Bundle Bundle Services
propositions products vention
Add ons based
on brand Service concept Service concept Service concept
+ Proposition functions + Proposition functions + Proposition functions
Insurance
products

21. Starting point: customer needs
LOB’s
“I want advise about”:
•“turning 18”
•“living together/marriage/divorce”
•“decease”
•“going to university”
•“buying my first house”

22. “Buying my first house”
Buying your first
house
Banking product
Insurance product
Additional services

23. “Starting my own company”
Action plan for starting
your own company
All relevant subjects
concerning starting a Banking and insurance
company as one of the subects

24. Bundling

25. Interpolis All in One policy
Bundle of 5 Policy, premium, Cross-sell
Retail, non-life types of renewal date, sales More insurance =
insurance insurance application, claims more discount
process, etc.

26. The icons make Discount amount
clear which
coverages
customer has
Discount system
‘In this class, you
are not insured’ Cross selling
triggers …
Cross selling …and strong
trigger! lock-in effect!
Integrated part of
Rabobank’s
banking
welcome package

27. Interpolis ‘Sure Company’ policy
Covers all
Immediately No paperwork > risks: Immediately Co-growth
insured all electronic everything terminable guarantee
unless…

28. Interpolis Brand Strategy

29. Context: lack of trust

30. Context: certainty seekers

31. Context: cry for transparancy

32. Market Perception
‘Insurers are big, complex and customer unfriendly
companies that are never there when you really need
them’
‘I am just a number’
‘I have no idea what exactly is insured’
‘They make a huge profit, on my back’
‘Make sure you read the small print’
‘In short: you never know where you stand’

33. Market Expectations
‘I want them to keep their promises’
‘Be there at the moment of truth’
‘provide real solutions’
‘thinking along’
‘being crystal clear, so I can make the right choices’
‘being straightforward’

34. Brand evolution 2000-2012

35. Brand Development (1)
1 2 3
1
Interpolis. Give trust to gain trust (2000 – 2005)
Interpolis is the first insurance company that makes insurances simple: simple
communication and relevant solutions.
Eg: ‘Leave your receipts at home’

36. Brand Development (2)
1 2 3
2
Interpolis Guys (2005 – 2010)
Interpolis is the first insurance company that understands money doesn’t
solve everything
E.g.: ‘Interpolis Guys and Webshop’

37. Brand Development (3)
1 2 3
3
Interpolis. Insuring is not the only solutions (2010 – 2012)
Interpolis is the first insurance company who states that insurance is not the
only solution. And offers alternative solutions to cope with risks
Eg: ‘Online Prevention Shop’

38. Brand Values
In our campaigns we make tangible what’s slippery. Our crystal clear
solutions are always central in our communication.
We don’t make empty promises, but make extremely simple and concrete
what clarity means for our customers:
• leave your receipts at home, we believe you
• one telephone call and you exactly know where you stand
• buy a new one right away, the money is on its way
• we send ‘guys’ because money doesn’t solve everything (repair)
• our webshop offers many products (replacement)
• the Insurance check: know what you should insure and what not.

40. Campaign Results
Brand Consistency:
-Rationally
-Solutions focussed
-Aqua branding
-Less is more
-Simplicity

41. Campaign Results
Results:
-Explosive growth of Brand Awareness: from challenger towards perceived
market leader.
-Brand preference and Brand consideration: nr. 1/2 position within category
-2011 survey: Interpolis most trusted insurer and Rabobank most trusted bank

42. Consistency Award

43. Next step Crystal Clear: challenge and
ambition

44. Crystal Clear is more relevant than ever…
Society
• Customers no longer choose
products. They follow an identity
or idea.
• Authenticity & Credibility are
crucial for reputation
• Trust in established companies is
at an all time low, especially in
financial services

45. Crystal Clear is more relevant than ever…
Insurance category
• Insurance products have become
commodities. Products and
propositions are easy to copy
• Category is becoming more and
more complex: increasing number
of niche players (OnnaOnna) and
retail sellers (Hema, ANWB)
• Transparancy and simplicity are
becoming dissatisfiers (forced by
regulations)

46. Crystal Clear is more relevant than ever…
Organisation
• Achmea: Synergy and integration of
back offices, forces front end
differentation
• Rabobank: modified business
model insurance (virtualisation)
• Interpolis: embedding prevention
and risk management in business
strategy and incorporating health
insurance in brandkey

47. Brand Ambition
Interpolis is there for its customers when they really need it.
Not just by being and staying transparent but by offering
new solutions, so that people can be
in control of their own risks.
We want people to not uncritically insure everything,
but to use their common sense.
Because there are more ways to deal with risks.
The focus shifts to risk advice and prevention as an
alternative for insurance.
With that we get rid of a false perception of security.

48. Insurance is not the only solution
Risk insights 1. Risk insight are
the starting point.
It’s perfectly clear what risks are relevant to What are the risks
you and its crystal clear what measures you
that are relevant
can take to reduce the risk
for you?
Prevention Insurance Services 2. Based on your
With our You can be preferences you
prevention sure that your can choose to
Everything
measures, problem is reduce the risks
unless
your risk
coverage,
solved, even (prevention), bear
reduces though you risk for yourself, or
100%
significantly. have no transfer the risk
coverage
That’s our insurance
(insurance)
guarantee with us

49. Impact renewed brandkey on business
Products and Propositions:
•Focus shift from insurance products towards risk
management (need driven vs product driven)
•Assessing relevant risks per client
•Outlining alternative options (besides insurance)
•Simple products and services (DIY)
Branding:
•Focus on Emotionele benefits (less
instrumental): Customers want to be understood
and supported.

50. Insuring is not the only solution…

51. Effects of prevention
Loss reduction in case of
smoke alert
Loss reduction in case of
fire blanket

52. Crystal Clear in operations

53. Crystal clear in operations
• Starting point: Deliver internal what we promise external
Key brand values must be incorporated in all phases:
• Products & Propositions
• Marketing & Communications
• Customer contact

54. Practice what you preach…
Trust Clarity
Interpolis
is the first Dutch insurer who provides alternative solutions, besides
insurances. With trust as a mutual basis, we provide maximum clarity
with simple products and easy processes.
In our day to day business we are always solutions-focussed and
towards our customers we act empathicly and equally.
By offering our clients need driven services and support we enable our
clients to get in control of their own risks. And give them a reassured
feeling about how they take care of themselves and their relatives.
Empathic Equality
Solutions-
focussed

55. Living up to expectations

56. That’s it! More information?
www.interpolis.nl
www.preventiewinkel.nl

57. And now: The Interpolis Office concept…