The Challenge: A Bold Brief for Big Results
When NRMA approached us, they had a clear objective: create a purpose-aligned, non-insurance product that would not only increase brand affinity but also boost the likelihood of consumers choosing NRMA for their general insurance. The product needed to launch swiftly, align with a major advertising campaign, and leverage NRMA’s brand to reduce claims costs and engage customers.
However, there were several challenges. NRMA’s large and complex organisation had numerous stakeholders, fragmented innovation capabilities, a limited budget, and restricted in-house innovation resources.
The Solution: Safer Journeys App
We developed Safer Journeys, a mobile app designed to reward safe, undistracted driving. The app was a natural extension of NRMA’s values, aligning perfectly with their mission of improving road safety while engaging consumers beyond traditional insurance.
The Process: From Idea to Impact
We followed a structured process to bring Safer Journeys to life:
- Engage Stakeholders: Collaboration with key stakeholders across the organisation was essential to secure alignment and build momentum.
- Design Sprint: Leading a design sprint allowed us to rapidly prototype and test ideas, ensuring we stayed on track and within budget by leveraging in-house assets.
- Beta Testing: Before the full launch, we conducted beta testing to validate user interest and fine-tune the product experience.
- Launch and Growth: After launching the app, it saw exponential customer growth, gaining traction quickly and surpassing expectations.
- BAU Transition: Once established, the app was handed over to NRMA’s business-as-usual operations for continued management and scaling.
Results: Speed, Growth, and Brand Impact
The Safer Journeys app was a resounding success, launching on time and achieving remarkable growth. In just six months, customer numbers grew by 2,000%, and retention rates hit 70%. Additionally, the app created an opportunity to save over $20 million annually in claims costs and boosted NRMA’s brand affinity.
The Evolution: From Safer Journeys to Rollin’
Today, Safer Journeys has evolved into Rollin’, one of Australia’s fastest-growing, most awarded, and most innovative insurers. What started as an app designed to reward safe driving has transformed into a broader insurance offering, building on the same principles of innovation, customer engagement, and purpose alignment that made Safer Journeys so successful.
Rollin’ now stands at the forefront of Australia’s insurance industry, recognised for its innovative approach and commitment to delivering value to its customers.
This evolution from a simple mobile app into a leading insurer showcases the power of agile, purpose-driven innovation to disrupt markets and drive lasting growth.