Vera Health

Demystifying the insurance experience for digitally native consumers

To modernize medical insurance, we built a new brand & customer experience in tandem corner-left-box

A fresh consumer experience for the changing face of coverage

As a longtime player in the insurance industry, National General wanted to reach beyond its base offering and connect with new consumers via new (digital) channels. The parent company came to us to create a new brand experience for an untapped market: short-term medical coverage for millennials, built on their own terms and delivered digitally.

Using a unique and flexible model, our Customer Experience experts embarked on a parallel approach to CX and brand development, defining the strategy and experience in tandem.

Anchored by 3 guiding experience principles

To create an inspiring customer experience that solved key painpoints, we started with immersive CX workshops, plotting the user journey to understand consumer needs and desires, as well as their biggest hurdles.

Tackling tough issues like esoteric terminology, inconsistent pricing and endless fine print, we began building the experience on three guiding principles:

Be radically transparent.
Demystify the options.
Meet you on your level.

Inextricably linking CX & brand

Using a process that activates CX and brand-building in parallel, we were able to create a digitally native brand that seamlessly intertwines strategy and experience.

With our Experience Principles as guideposts, we developed the strategic foundations—from brand promise and market positioning to character and tone of voice—then named and developed the identity. Our verbal experts aligned on Vera: derived from avian origins, implying the ultimate freedom and flexibility that millennials want in a policy. (And in life.)

In addition to drafting the blueprints for Vera’s website and app, we equipped their in-house team with a toolkit of creative assets to bring the experience to life.

A disruptive experience hits the marketplace

Vera has entered the online insurance market, disrupting the category with a fresh voice and immersive digital experience that is driving strong user adoption.

The innovative approach to developing Vera Health filled a hole in the marketplace and in our portfolio, bringing a human voice and more holistic experience to the often-confusing world of insurance.

Kevin Fairchild

VP, Customer Experience & Brand Innovation / National General Insurance

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