Groupe Mutuel entrusted us with the product marketing strategy of PrimaFlex and VariaInvest, two of its pension and life insurance solutions.
Groupe Mutuel is one of Switzerland's leading insurers. For two of its pension and life insurance solutions, it wanted a product marketing approach closer to what its clients truly expect.
In insurance, products are often presented through their technical features: guarantees, returns, conditions. For PrimaFlex and VariaInvest, Groupe Mutuel wanted to speak first to the people these solutions are designed for, to their plans and to what matters to them.
We supported the product teams in rethinking their product marketing strategy, then the sales teams in creating a new sales tool. At the CEO's request, the collaboration then extended to a reflection on the future of insurance with the group's managers and leadership.
Product marketing
We worked closely with Groupe Mutuel's product teams to rethink how PrimaFlex and VariaInvest are presented. The starting point was the creation of personas: precise client profiles, with their life situations, concerns and expectations.
Building on these personas, we refocused each product's message on emotions and concrete benefits for the client. The offers were thus "humanised" to meet the real needs of the people they are designed for.
A tool for sales
A product marketing strategy only has value if it carries through to conversations with clients. We therefore supported the sales teams in creating a sales brochure dedicated to PrimaFlex and VariaInvest.
Designed as a direct continuation of the product strategy, it uses the personas, messages and tone defined upstream. Advisers now have a tool consistent with the positioning of both products.
A shared vision for the future
At the request of Groupe Mutuel's CEO, we then organised reflection sessions with the group's managers and executives. The aim was to gather each participant's view on the future of the insurance industry.
These sessions brought perspectives together and shaped a shared vision for the years ahead, carried by the people who will put it into practice.
As part of my product development work at Groupe Mutuel, I benefited from DARE's support to market and improve the communication around our new customer-centric product philosophy.
Humanised offers
PrimaFlex and VariaInvest now speak to their clients' needs and plans, thanks to precise personas.
From strategy to sales
The sales brochure follows directly from the product strategy, with the same messages and tone.
A shared vision
Managers and executives share a vision of the future of insurance, built together.
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