Oma Fennia · A new digital experience for insurance customers
Easy and simple insurance, always there for you.
Most days, nobody thinks about insurance. And yet, it is often needed on our worst days. Because of this we rebuilt Fennia’s digital service so those days are easier: one clear experience, accessible to everyone, with help available round the clock.
Fennia is the first insurance company in Europe to take all its services and operations onto Salesforce.
The film · 2:12 · Anna’s claim, from the lake to a new camera
01
Background
Insurance should be there for you when it matters most.
Fennia has been protecting everyday life in Finland since 1882. As one of the country’s oldest insurance companies, it operates as a mutual company, owned by its customers.
We reimagined the insurance experience around the things customers actually need to do: understand their coverage, choose the right insurance and manage claims. Oma Fennia brings policies, services and communication together in one connected digital experience, with intelligent assistance whenever it is needed.
The foundations of the transformation
Fragmented systems
Customers and employees had to navigate multiple disconnected systems to complete even the simplest tasks.
No established blueprint
No European insurer had brought its entire service ecosystem onto Salesforce at this scale. A new approach had to be designed from the ground up.
Accessibility by design
Accessibility was treated as a fundamental requirement, not an afterthought. Full compliance with the European Accessibility Act was set as the baseline.
One shared vision
A transformation of this scale required a unified vision, ensuring that every service, interaction and touchpoint contributed to one seamless customer experience.
Our insight
Customers see insurance as complex and slow.
* Accenture Research, global consumer survey, June 2022 (n = 13,165). ** Accenture Insurance Consumer Study 2023.
0%
of insurance customers feel companies don’t respond fast enough to their changing needs.*
0%
would share a lot of data for faster, easier services, such as claims.**
02
Approach
Research shaped every decision.
Customer insight guided the transformation from defining needs to testing and refining solutions, ensuring the new services reflected how people actually understand and use insurance.
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interviews
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survey answers
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user tests
Three principles guided the transformation.
Start with real needs
Research revealed where customers and employees needed the most support.
Connect the entire experience
Built on Salesforce, the service brings policies, claims and messages together.
Use AI to support delivery
AI helped teams reduce repetitive work and iterate faster.
What we learned from customers.
03
Experience
Concept
A claim that starts with a conversation.
When Anna’s camera falls into a lake, she explains what happened in her own words. The Fennia assistant extracts the relevant details from her receipt, pre-fills the claim and asks only for what is missing.
Less form-filling. Clearer next steps. A bad day stays a small one.
Concept in development · AI-assisted claims experience built on Salesforce.
From choosing cover to tracking a claim.
Choosing cover with confidence
Customers compare packages side by side, with clear cover details and explanations beside every option.
A clear view of every claim
Customers see progress, messages, decisions and payments in one place, so they always know what happens next.
Accessibility, built into every interaction.
Oma Fennia shows customers only the information they need, when they need it. Clear hierarchy, concise language and contextual explanations make complex insurance information easier to understand and act on.
Accessibility was embedded in the design system and delivery process from the start. New components are tested against WCAG 2.1 Level AA, with regular audits supporting compliance with the European Accessibility Act.
One connected view. Clearer next steps.
Policies, claims, messages and customer information come together in Salesforce, giving customers a coherent view of their insurance. Connected data enables guidance that reflects each customer’s situation, making it clearer what has happened, what needs attention and what comes next.
This contributed to higher portal adoption, more self-service journeys and fewer unnecessary contacts with customer service.
04
Impact
Key results.
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Strong customer and employee response
Customers and employees gave the redesigned Oma Fennia experience an average score of 4.2 out of 5 in testing.*
More accessible journeys
Clear content, strong hierarchy and accessible controls make key journeys easier to understand and complete.
One consistent Fennia experience
Shared components and patterns create a coherent, recognisable experience across services and devices.
More time for customers
Automated journeys reduce repetitive manual work and error risk, giving service agents more time for cases that need human support.
* Average rating from 55 participants: 32 customers and 23 employees.
One connected insurance experience, built around real needs.
Sign in to Oma Fennia to manage your insurance, view your policies and follow claims in one place.
Your future. Fennia.