Motor insurance in 60 seconds
Kamal Insurance, the first digital-only third-party motor insurance in the UAE, is an excellent example of how Lemon’s creativity, technical expertise and strategic thinking can radically transform customer experience, increase profitability and create competitive advantage for a business challenged by omni-present digital transformation.
For a long time, the UAE third-party insurance market, worth around USD 220 million, was dominated by large players like Oman Insurance and AXA Insurance who arguably provided the best customer experience. The RSA brand did not enjoy the same level of brand recognition and was not a top-of-mind consumer choice. RSA heavily relied on brokers, offered a very traditional form-based customer journey, and was simply an option on the insurers list that customers could pick and choose from based on price. With the advance of aggregators and digital disruptors, brokers’ margins started eroding and RSA profitability started to drop.
After the change of ownership and a new name, Kamal, the company had to make a quantum leap in its performance to survive – gain at least 12% market share.
The pandemic aggravated the situation further. Many people chose to stop driving and sold their cars. New car sales plummeted putting even more pressure on margins and profits. Given these challenges, the company faced an existential threat.
After the change of ownership and a new name, Kamal, the company had to make a quantum leap in its performance to survive – gain at least 12% market share, significantly increase profitability, strengthen the brand image, and completely reinvent the customer journey. The only way to achieve these objectives was by adopting an innovative approach to value creation in a category that has already embraced the benefits of digitisation.
Our core idea at Lemon was to create a strong differentiation for Kamal motor insurance with the help of AI.
We designed a digital experience journey with AI capabilities that no other competitor had:
As a result, along with a good insurance product and a surprisingly short digital journey, Kamal can now offer its customers an attractive and competitive USP: generate a quote in less than 20 seconds and have a policy issued in less than 1 minute.
Our solution helped to position the company as category innovators, elevate the brand image, offer more competitive pricing, increase margins, reduce operating costs, and delight customers with a unique experience. And that was just the beginning – eventually all services, such as claims and renewals, will be made effortless with the ingenuity of AI.
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