Gaining new customers against entrenched competitors
MetLife Auto & Home wanted to gain new customers and grow revenues by expanding its reach into the direct market, one already dominated by competitors with lower prices. The goal was to develop a customer self-service, mobile-first digital experience centered around easy quoting and purchasing, as well as managing customer policies online and servicing claims, from anywhere.
To bring its first direct-to-customer product to market, MetLife needed to revisit its core value proposition, better understand its customer needs and behaviors, and completely reimagine what the core customer experience could be.
Approach & Solution
Better than another online quote machine
We wanted to give prospects and customers more transparency into how their insurance policy is built. Our goal was to create a digital product and customer portal that lets users quote, purchase and manage their custom auto insurance online—without the need to ever speak to a representative.
Our research showed that people choose insurance based on service quality–not just price.
The site was the first direct-to-consumer, all-digital product for MetLife Auto & Home.
reduced product time to market (18 months instead of 24)
placing second, digital experience for mobile quoting & buying in Forrester’s 2015 US Mobile Auto Insurance Functionality Benchmark