A Revolutionary Approach To Insurance 1 aha insurance in a nut - - PowerPoint PPT Presentation

A Revolutionary Approach To Insurance

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aha insurance in a nut shell…

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The Concept – H&A + Digital

• Scale is available to new entrants (makes up
• ver 50% of P&C market in Canada)
• Pricing sophistication allows for sustained

margins

• Retention allows for strong economics
• Recent rate increases are sparking interest in

shopping and opens the consumer to new

• fferings
• On average we check our phones +150 times

per day

• 85% of adults expect a digital (mobile)

transactional experience

• 81% of adults use at least one personal

mobile device

• 63% of Canadians stay updated on brands

via social media

• 90% check their email, text or social media

before they even get out of bed

• 90% say texting is just as meaningful as an

actual phone conversation

• 82% have made a purchase online - 41%

have made purchases from their mobile device

• 60% actively rate products online
• 48% say word of mouth influences their

purchases (this is even higher for insurance)

• Of the top 3 brands named by consumers

(unaided), only 1 does business in Canada (State Farm – sold Jan 2015)

• Only 28% of Canadians are loyal to their

brands (less for insurance)

• 65% of consumers will switch for a better

service experience (doesn’t need to be a price game)

• 60% state “access” as the key driver for

loyalty

The Home & Auto Market offers an attractive product segment The Canadian consumer is more than ready There is a Lack of Brand Loyalty

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What is aha

• We are an Ontario licensed brokerage who have identified the

frustration of Canadians with respect to the purchase of auto, home, and lifestyle insurance

• To meet this unmet need, we:

− Deliver brand/identity that effectively sell into these audiences − Offer a fully online Quote-Buy-Fulfill-Self Serve customer experience supported by a fully RIBO licensed call centre − Create a destination (website) and content that provides a credible solution to these worries/frustrations − Identify the places our target audience are looking for answers to these problems and place content and media in these spaces to drive site visits − Use insight to launch an aggressive multi-channel traffic driving effort via search engines, display networks and affiliates − Ensure maximum conversion opportunities are realized by delivering a seamless and highly efficient purchase experience

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What makes us Revolutionary

ü Most sophisticated UX & UI in Canada v Addresses customer frustration from start to finish through purchase journey v Superior customer service platform ü Mobile first (evolving to adaptive experience) ü Utilize world class technology tools (e.g. Mulesoft, Salesforce, Hubspot, Radar) with an underlying platform proprietary to aha – it’s our IP – we can pivot, re-engineer, expand, diversify and adapt quicker and more dynamically than our competition ü First in the Canadian insurance space to create & utilize customer facing AI ü True omni-channel ü First P&C brokerage to use SalesForce as a broker management system ü Disruptive brand- “interrupting their day…”

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Go Wide & Deep

Homes Condos Renters Seasonals Secondary Rented to Others Private Passenger Vehicles Uber Motorcycles Antique Cars ATVs Snowmobiles Watercraft Trailers Annual Travel (tied to home policy, all in residence) Specific Trip Policy Medical & Trip Cancellation Extended Vehicle Warranty Brown & White Goods Home Warranty (mechanical) Term 10 (under $500k) Auto Home Recreational Toys Travel Extended Warranties Life

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Operating Model

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Marketing & Branding

Info/ Quote Online Info/ Quote Call Centre

BUY

OUTPUTS EDI Documents EFT Liability Slip INPUTS

Canada Post Monaris HITS CGI Opta Change

Docs Claims Billing

Customer Self Service Portal

OUTPUTS Policy Updates FNOL INPUTS Claims status

• Docs. Coachman

Facility Renewals

Zenith SGI Coachman Facility

Zenith

Change

Docs Claims Billing Call Centre

Customer

Customer Contact Centre

• Located in Waterloo
• 12 Brokers at launch
• Hours of Operation

8:00am – 5:00pm EST

• Telephony / Webchat

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Acquisition Recipe

Break through the noise Be memorable Communicate points of differentiation Establish and build the aha brand voice Appeal to,

• r resonate

with Amy and Mike Inspire action or consideration Live across channels

SEO/SEM (Google) Location Based Mobile Marketing Brand Awareness (Media& Sponsorship) Social Platforms (Organic/Paid) Programmatic (Upper funnel Lower funnel )

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Social Media Platforms- Organic Blogs & Marketing Ads

Lifestyle & Insurance Blogs (SEO tactic)

• Posted 5x week with ICYMI on weekend

Marketing Ads

• Posted 5x week
• Replaced by Paid Social Ad Campaign

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Social Media Platforms- Paid

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Google SEO Campaign

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Remarketing Approach

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Programmatic Campaign

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A Scalable Offering

• Capacity to grow comes from several places:
• Changing the consumer interaction…
• < 4 mins to get a quote
• < 6 mins to buy a policy
• Average “talk” times < 7 mins
• Minimal hard costs – we mail out 2 pieces of paper…and even that will change…
• Architecture
• Cloud based data and applications – no physical limitations and easier to secure
• Allows for high concurrent usage but also allows for efficient usage (ie minimizes

redundancy)

• Skewed to a variable cost model

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Learn – Adapt – Pivot - Expand

Learn & Adapt

• Modern platform allows for accurate and

real insights (data & measurement) and quick adjustment

• Already on UX 2.0 in 2018
• Supports A/B testing
• SF platform allows customized workflows

and Hspot allows for unique and quickly changed campaigns

• Marketing insights and tools allow for real

time throttling

Pivot & Expand

• First product = 5 months
• Second product = 8 weeks
• Multi-tenant platform = multiple prices

points are now embedded

• Shopping cart concept in place
• Architecture allows for components to be

adjusted, swapped out, modified with minimal regression testing or downstream impacts

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www.ahainsurance.ca

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Questions?

“It always seems impossible until it’s done.” Nelson Mandela