REINVENT PROTECTION FOR A NEW GENERATION

Challenge

In the insurance sector, a leading provider sought to reinvent its protection portfolio to address evolving consumer needs post-COVID. With competitors pivoting to more flexible products, the brand aimed to create a distinctive proposition that resonated with modern consumers.

Outcome

FFL identified the opportunity to reimagine protection products by integrating fresh, consumer-led ideas. Through stakeholder interviews and a 2-day workshop combining category expertise with intelligent naivety, FFL developed 30 refined concepts, with 5 winning propositions shortlisted. These ideas addressed emerging societal issues and positioned the brand as a forward-thinking leader in the insurance category, ready to meet the needs of a new generation.