Insurance · Corporate Venture · Germany
Crafting a mobile-first insurance brand from scratch, inside a 150-year-old group.
Insurance is a category people endure, not one they engage with. Every interaction means a bill or a claim – and the claim rarely goes the way you'd hoped. Trust is low, affinity is lower, and switching is driven by price alone.
Baloise Group wanted to launch a mobile-first insurer into the fiercely contested European market. The brief: create the brand proposition, name, and identity for a new venture that could break through in a category people actively tune out.
The early insight was that thinking like an insurance company would guarantee we'd sound like one. So we reframed the challenge entirely – orienting not around policies and premiums, but around a role people actually needed fulfilling in their lives.
A digital business that cares for your things as much as you do, and helps you get the most out of them.
That reframe led to a provocative question: what if there was an insurer you'd actually be happy to hear from? And what would it take to make that true? The answer shaped everything – from service ideas to brand identity to the name itself. FRIDAY. Everyone's favourite day of the week.
'What if there was an insurer you'd actually be happy to hear from?'
The strong brand and proposition gave FRIDAY immediate traction: over 45,000 customers in the first 18 months, €114 million in funding raised, and growth from 3 to 90 employees.
FRIDAY was on course to meet its goal – to become Germany's most popular digital insurer by 2021.
