Easy, simple,
and always
there for you.
Most days, nobody thinks about insurance. But it is often needed on our worst days. We rebuilt Fennia's digital service so those days are easier: one clear experience, accessible to everyone, with help there day and night.
Fennia is the first insurance company in Europe to take all its services and operations onto Salesforce.
The film · 2:01 · Anna’s claim, from the lake to a new camera
Background
Clear, simple
and always
there to help.
Fennia protects everyday life in Finland. Founded in 1882, it is one of the oldest insurance companies in the country, and as a mutual company it is owned by its customers.
We reimagined insurance around customer tasks: understand cover, choose insurance and follow a claim. Oma Fennia brings policies, claims and messages into one clear digital experience, with help when customers need it.
Support when it matters most.
Fragmented systems
Customers and employees moved between many systems to get one thing done.
No precedent
No insurer in Europe had moved every service onto Salesforce at this scale.
Accessible by law
Full compliance with the European Accessibility Act was a non-negotiable baseline.
One shared vision
A large transformation risked losing sight of the customer, end to end.
Customers see insurance as complex and slow.
* Accenture Research, global consumer survey, June 2022 (n = 13,165). ** Accenture Insurance Consumer Study 2023.
of insurance customers feel companies don’t respond fast enough to their changing needs.*
would share a lot of data for faster, easier services, such as claims.**
Approach
First, we listened.
Customer and employee interviews, surveys, service blueprints, customer journeys, quick prototypes and user tests showed us where people get stuck.
interviews
survey answers
user tests
Fennia reimagined insurance.
First, we listened
Interviews, surveys, service blueprints and user tests helped us understand where customers and employees needed support.
Second, we connected the experience
We built the customer experience on Salesforce, connecting policies, claims and messages in one place.
Third, we used AI to assist delivery
Our designers and engineers used AI to assist with design, development and testing.
What customers told us.
Support when it matters most.
Insurance is not a utility; it is a response to a crisis. People open Oma Fennia when a pipe bursts or a car breaks down, often stressed and short on time. Ease of use is a lifeline, so we design for radical simplicity and a feeling of control.
Less jargon, more completion.
Self-service only works when people understand at once what is being asked of them. Jargon and vague definitions make customers hesitate, make mistakes or give up, and they erode trust.
Support, not doing it all alone.
After a loss, customers want to know what happens next and find support, rather than feel they are doing it all alone.
Insurance that grows with you.
A policy should be a living service, not a static document. Customers feel secure when their cover adapts as their life changes.
Meet Anna.
And on a bad day? In this concept, Anna meets the Fennia assistant, there day and night, after her camera falls into a lake.
Anna adds her receipt and checks the details the assistant extracts.
A few days later, Anna has a new camera. A bad day stayed a small one.
Concept in development · Salesforce AI-assisted claim example.
The new
experience
More than one claim.
Intuitive purchase
Customers compare packages side by side, with cover options and explanations beside each choice.
Claims customers can follow
Customers see the claim summary, progress, messages and decision in one place, so they can follow what happens next.
Simple and accessible, for everyone.
Oma Fennia shows only what people need in the moment. Clear headings, short sentences and tooltips explain insurance terms right where they appear.
It is built to WCAG 2.1, Level AA, and is ready for the European Accessibility Act. We test every new component and feature, and regular accessibility audits keep it that way.
Connected data. Clearer next steps.
We built the customer experience on Salesforce. Connected data brings policies, claims and messages into a consistent structure.
Clear language and visible next steps help customers understand that information and follow their claims.
Impact
Key results.
High satisfaction
Customers and employees who tested upcoming Oma Fennia products gave an average score of 4.2 out of 5.*
Accessible support
Readable content and clear controls are designed to make the service usable across ages and abilities.
One consistent experience
Every touchpoint feels clear, trustworthy and distinctly Fennia, on every device.
Less routine work
Automated journeys free employees’ time from manual, error-prone tasks, so they can focus on customers.
* n = 55: 32 customers and 23 employees.
Easy, simple,
and always
there for you.
Oma Fennia is the new digital insurance experience. Try the prototype without logging in.
Tulevaisuutesi. Fennia. Your future. Fennia.