Like many industries, the insurance sector has to compete by responding to real-time events and needs to be just as fast as their competitors. Explore how gamification can help!
Like any industry, insurers must keep up with their competition; but an additional challenge comes being such a highly regulated industry. When it comes to growth, trust is the real currency. Have you been struggling with building trust and loyalty? You are not alone!
Traditional insurers can often be at a disadvantage due to legacy systems and rigid processes. But here’s the thing: today’s customer journey has changed. That doesn’t mean automation or AI should replace everything—far from it. Human interaction still matters. What does need to evolve, though, is how insurers attract, engage, and retain customers in a way that meets modern expectations.
According to a recent study, 44% of consumers admit they’re not loyal to their insurance providers, and fewer than one in 10 feel like they’re valued. This shows an incredible opportunity and room for improvement to create the experience that prospects are looking for, which can then improve retention and turn them into long-term, loyal customers.
Insurance companies have a huge opportunity to adopt a gamification strategy to improve the customer experience and drive engagement. According to IT consultancy Infosys, many customers perceive insurance as complex and tedious, often relying on agents to guide them through the process. While agents still play an important role, insurance marketers can create gamification campaigns to educate prospects, simplify product selection, and create a more engaging experience for potential customers.
The way people seek information has changed—most of us turn to Google before reaching out to an agent. This shift means consumers are making decisions on their own, without that traditional 1:1 interaction. A well-designed gamification strategy can help bridge this gap by engaging potential customers, guiding them through the decision-making process, and building confidence in their choices.
Beyond acquisition, gamification also plays a role in keeping customers engaged. Playable quizzes that educate on topics like home or car insurance, along with small reward-based games, can make the experience more dynamic, helping insurers boost retention and brand loyalty.
Get inspired for your finance marketing campaigns and learn how gamification can help you drive deeper engagement and increase account growth!
Not sure how gamification can help you engage prospects in a low-interest industry like insurance? Here are three examples to get inspired by:
Krifa, a Danish multidisciplinary trade union and unemployment insurance fund, uses gamification to generate leads, engage customers, and boost loyalty.
Let’s explore one of their lead generation campaigns featuring a fun drop game with an enticing prize—cinema tickets and popcorn for five lucky winners. To participate, prospects filled out a lead form with their name, contact details, and job situation. This helped Krifa capture leads and gather valuable insights to personalize their marketing efforts based on each participant’s employment status.
Gjensidige, a leading insurance company in the Nordic region, uses gamification to educate prospects and customers.
One of their Christmas quizzes raises awareness about the most common accidents and injuries during the holiday season. After each question, participants receive an explanation with safety tips, turning the quiz into an engaging learning experience. To add an extra layer of motivation, players who answer at least 5 out of 7 questions correctly qualify for a prize draw, where three gift cards are up for grabs—so they better pay attention!
Sygeforsikringen Danmark, a Danish health insurance company, also incorporates gamification into their marketing efforts.
To celebrate its 50th anniversary, the company launched a quiz competition with Easter egg prizes for participants. The quiz focuses on educating people about the company’s history and services while reinforcing trust. By engaging prospects and customers in a fun and interactive way, Sygeforsikringen Danmark strengthens its brand awareness and deepens its connection with its audience.
Above are just three ways marketing gamification can help insurance companies connect with their audience. Each example started with a different pain point to solve — find a way to gather new leads for the sales team, learn more about prospects and customers, or even build brand awareness— and gamification helped accomplish that goal. We look at these examples and see how a gamification campaign can make a big difference. By embracing gamification as a strategic tool, your insurance company can educate prospects, build trust, engage customers, and build long-term loyalty.
Do you want to get started with gamification? Book a demo!