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Innovation of the month: Vida Viva Bradesco’s contemporary way of living insurance coverage



The Efma-Accenture Innovation of the Month acknowledges excellent entrants to the Innovation in Insurance coverage Awards early within the awards program. This month’s profitable innovation goes to Vida Viva Bradesco, a Brazilian insurer that’s seeking to change the notion of life insurance coverage with their distinctive, pay-as-you-go mannequin.

Traditionally, a life insurance coverage coverage was related to safety for the household in case of demise. Nonetheless, Vida Viva Bradesco has designed protection for anybody from 18 to 80 years previous, which offers related protection for every life stage.

Bernardo Castello, Director of Bradesco Vida e Previdência explains the worth of life insurance coverage for any era:

“Life insurance coverage affords a collection of advantages centered on the standard of lifetime of the policyholder, towards unexpected and surprising losses. Due to this fact, it’s a safe different to maintain monetary circumstances so as if you happen to can not afford payments because of sickness, unemployment, or momentary incapacity. Life insurance coverage offers monetary assist in probably the most completely different conditions, whether or not for individuals who have already achieved a situation of independence, with youngsters raised, or for individuals who nonetheless depend upon revenue to supply to their households. With the varied coverages and assistances obtainable, in lots of instances, it’s extra advantageous to have life insurance coverage than to maintain the cash as an emergency reserve.”

The event of this product is in response to modifications in buyer wants and international traits. All around the world, shoppers are searching for extra versatile and customizable merchandise that may be consumed on-demand.

In Bradesco Vida e Previdência’s efforts to attempt to perceive and take up the idea of on-demand merchandise for the life insurance coverage market, they fashioned the concept for Vida Viva Bradesco, absolutely customizable and versatile insurance coverage with 17 protection and 12 help choices.

The query stays, how does an insurer make an on-demand life insurance coverage enterprise mannequin work? Castello says, “Shoppers are taken with on-demand insurance coverage largely as a result of the value is adjustable primarily based on the chosen utilization or options of the coverage. We see this as a development that’s right here to remain in prospects’ lives. Within the case of life insurance coverage, now we have from less complicated choices, which provide demise protection with funeral help, to extra advanced and complicated merchandise, together with protection that can be utilized in life, an element that has influenced the demand for insurance coverage. The on-demand mannequin offers the shopper with extra flexibility, agility, and autonomy to suit the coverage to their wants. This format additionally encourages a everlasting overview of what was contracted, in order that the insurance coverage at all times meets the actual wants of this shopper.”

He provides, “On-demand insurance coverage affords a comparatively extra inexpensive premium quantity per insurance coverage coverage and larger flexibility by way of protection and help. In different phrases, the client can activate or cancel the contracted product a lot simpler by way of self-service. The sort of mannequin takes a customer-centric strategy, providing merchandise that meet precisely what the client wants.”

To this point, the market is responding positively. Between June 14 and August 31, 2021, R$ 2.3 million in premiums and 18,000 insurance policies have been issued in solely two and a half months.

Castello concludes, “One of many key latest transformations in Life Insurance coverage is the shift from the idea of safety to that of prevention. As an insurer, this implies working alongside our prospects to construct insurance policies that anticipate dangers and change into a part of a extra full and constant monetary planning.

Vida Viva Bradesco is an instance of how an insurer can pivot in response to buyer wants and redefine the worth of the product they’re promoting within the course of.

Hannah Moisand, Efma, Head of Content material says, “We have been delighted to see a conventional and sometimes static insurance coverage providing dropped at prospects in a related and fascinating approach. Certainly, the assist supplied to prospects by way of a hyper-personalised on-line expertise is true on development with the business developments wanted to convey insurance coverage into the 21st Century.”

Submissions to the Efma-Accenture Innovation in Insurance coverage Awards at the moment are closed. Discover out extra in regards to the choice course of, and particulars on the awards ceremony.


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Disclaimer: This content material is offered for basic data functions and isn’t meant for use instead of session with our skilled advisors.

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