Oma Fennia

Digital insurance reimagined

Client
Fennia

Design
Accenture Song, Fennia

Scope
New customer experience
Design system

First in Europe to elevate insurances with Salesforce

Fennia is the first insurance company in Europe to take all its services and operations on Salesforce. Through a large digital transformation Fennia moves towards data-driven product automation, online sales, and enhanced self-service journeys.    

Fennia partnered with Accenture Song to create Oma Fennia, the new digital insurance experience. As part of the transformation, we created an inclusive design system, unifying the brand experience across all new digital products.  

Gradually during 2025 and 2026, Fennia will move into a new era where manual, error-prone processes are replaced by automated insurance solutions. The renewal will bring significant savings, streamline customer service and enable more personalized insurance experience.

01. Background

Context

Founded in 1882, Fennia is one of the oldest insurance companies in Finland. As a mutual insurance company, it is known for its strong ties to its community and its long-standing commitment to serving customers’ needs.

Fennia’s existing technology landscape was nearing the end of its life cycle, necessitating a large-scale digital transformation. Through renewed digital experiences, Fennia aims to strengthen its position as a leader in customer-centric excellence in Finland.

The transformation was a massive undertaking and became the largest Salesforce transformation in the financial services sector globally. Due to its scale and technology-driven nature, there was a clear risk of losing sight of the overarching vision and the intended end-state customer experience.
To counter this, the program placed strong emphasis on building a shared understanding of common goals, with design, designers, and the design system playing a key role in keeping customer experience at the centre of the transformation.

Challenges

Fragmented, multi-system experiences creating complexity for both customers and employees.

No European industry precedent for Salesforce at this scale, positioning the program as a de facto pilot.

Full compliance with the European Accessibility Act as a non-negotiable baseline for all digital services.

Large-scale, siloed transformation work risking loss of a shared vision and end-to-end customer focus.

What research says

78 %

of insurance customers feel that companies are not responding fast enough to their changing needs *

60 %

say they would be willing to share a lot of data for faster and easier services, such as insurance claim processing without the need for lengthy application forms.**

58 %

of consumers say they would be willing to share a lot of data in exchange for advice that is more relevant to their personal circumstances **

Customers perceive insurance as complex and slow.

*Accenture Research, global consumer survey, June 2022 (n=13 165) **Accenture Insurance Consumer Study 2023 (n=49 000)

Key insigths

Insurance is used on our worst days

Insurance isn’t a utility; it’s a crisis response. Users don't open our app when life is good, they open it when a pipe bursts or a car crashes. In these moments of high cortisol and cognitive overload, "ease of use" isn't a luxury; it’s a lifeline. We must design for radical simplicity, transforming a moment of vulnerability into an immediate sense of agency and control.

Reduce jargon. Increase completion

Self-service only works when people instantly understand what’s being asked of them. When guidance hides behind jargon and vague definitions, customers hesitate, make errors, or abandon the journey. Confusing wording doesn’t just slow completion, it erodes trust and makes the experience feel impersonal and difficult.

Quick loss recovery

The customer wants to feel well-informed and supported by solutions that are tailored to their needs. Fennia’s customers appreciate personalized offers and proactive communication. Responsiveness to changes in life situations reinforces a sense of security and confidence.

Insurance should evolve with you

A policy shouldn't be a static document; it should be a living service. Customers feel truly secure only when their insurance proactively adapts to their changing lives—whether that's a new home, a new job, or a new family member. Fennia builds deep trust not by waiting for requests, but by anticipating needs and offering personalized value before the customer even asks.

Data behind the insights

100+

Customer and employee interviews

13 000

Open survey feedbacks

50+

User tests

14 000

Customer responses in 2024

02. Strategy

Principles

Employees and customers don’t live in separate worlds. The employee and customer journeys were designed to run in parallel. By aligning the steps and moments that matter for both groups, we ensured consistency across the entire service.

One unified experience

The finance sector is prone to building products inside out. We challenged this approach by creating an inclusive design system. Through design-led co-creation, our approach broke silos and empowered the different work streams.

Inclusive design

To avoid accessibility becoming an expensive afterthought, each feature was tested to ensure it was perceivable, operable, and robust across different assistive technologies. We also tested the content’s understandability with real users. As a result, Oma Fennia fully meets WCAG 2.1 AA criteria.

Fully accessible service

Governance

The development of Oma Fennia is governed through a participatory model, in which employees are actively invited to contribute early and often. This ensures that teams and operations remain aligned under a shared system.

Oma Fennia and its design system are maintained by the program’s design and development team, who cross‑check all ideas and proposed changes with these stakeholders.

Workflows

Design code and libraries

Design team created and maintained Oma Fennia’s core design system together with the developers. However, individuals across the organisation participated in ideation, build, and use as co-creators.

Customer journeys

The design system brought teams together across the organisation to create the new digital journeys in Oma Fennia. All new features were tested with both customers and employees

360 experiences

We ensured that the customer and internal employee experiences were aligned. We helped to craft a usable CMS, gather broader customer insights, and created bold concepts to meet Fennia’s customer needs.

03. Creative solution

Two solutions

The inclusive design system and Oma Fennia enable together Fennia’s new customer and employee experience.

The new design system empowers Fennia’s teams with unified design and development practices.

Oma Fennia delivers the benefits of the transformation directly to the customers through a seamless digital service experience.

Inclusive design system

Fennia’s scalable, organisation‑wide design system was built to serve the entire over 400 person transformation organisation – not just designers or developers.

Fennia’s scalable, organisation-wide design system gives every team shared principles, reusable components, and accessible patterns. It also acts as a shared toolbox for all Fennia people to create, iterate and share together.

The new unified way of working accelerated delivery and ensured consistent experiences across all products.

Oma Fennia –
A Salesforce-powered customer portal

A Salesforce-powered portal that simplifies complex insurance processes into clear, intuitive self-service journeys. Built on the Fennia inclusive design system, it enhances both customer interactions and employee workflows.

3.1. Creative solution: Inclusive Design system

Reusable assets built for Salesforce

The focus was on organizing the assets in a way that would be intuitive and easy to adopt by more than 400 members of the transformation.

The system was modularly built from tokens to components, which were used to form sections, pages, and entire flows. These reusable assets were developed in tandem in Salesforce’s Lightning Web Components and OmniScripts to deliver an optimised tech stack experience.

3.1. Creative solution: Inclusive Design system

Accessibility

Fennia Design System is fully compliant with the European Accessibility Act (EAA). We test every new component and feature and conduct regular accessibility audits to ensure full compliance with WCAG 2.1, Level AA.

3.1. Creative solution: Inclusive Design system

Inclusivity at its core

Design team created and maintained the system's core together with the developers. However, individuals across the organisation participated in the the system ideation, build, and use as co-creators.

Color coded libraries

We opted out of visual bling to make components and patterns inclusive, simple, and intuitive to use. Reduced design complexity has made the designs more approachable for the Fennia users.

Easy-to-use components

We believe that less is more when it comes to documentation. Instead of overwhelming users with overly detailed instructions, we focus on encouraging hands-on use of the component. If we notice mistakes, we will address them in the documentation.

Simple documentation

The thematic file structure encourages exploration. It has increased the productivity of users such as product owners, business analysts, and quality assurance testers, as they no longer have to spend time locating Figma files. Additionally, it simplifies linking and updating JIRA and Confluence tickets.

Thematic organization