LOYALTY PROGRAM
From Crisis to Connection: Redefining the insurance experience by building a wellness community for 300,000 members.
COMPANY
ROLE
End-to-end project ownership.
Zurich Insurance
Chile.
SKILLS
Strategy definition, cross-functional coordination, performance monitoring and continuous improvement.
TIMELINE
2 years
OVERVIEW
The insurance industry is a remote business, typically managed by brokers and usually only activated during critical moments such as accidents and illnesses.
My mission at Zurich was to break this cycle. I spearheaded a digital loyalty strategy to connect directly with our end users for the first time.
By creating a platform focused on health and services, we moved beyond the “moment of crisis.” This shift transformed the business model, expanding the program to 300,000 members and significantly increasing long-term customer retention and customer lifetime value.
INITIAL PROBLEM
Resistance
The project faced a double barrier: external brokers saw no value, and internal stakeholders doubted the model's viability. I turned this resistance into my strategic roadmap
This works fine as it is.
Get to work
DISCOVERY
Then, it was time to get to work. I mapped Zurich’s few touchpoints with end users, analyzed key stakeholders, reviewed the market and clarified legal and operational limits.
From there, I defined a value proposition that created value for customers, brokers, employers and the business.
PROGRAM DESIGN
I moved into program design. I shaped the loyalty strategy around monthly health benefits, talks, games and rewards that could create value over time.
I also designed a simple website structure, a clear communication approach and an adoption message for brokers and employers: more usage could support better healthcare control and help reduce policy costs.
IMPLEMENTATION
There is no perfect recipe.
Let’s build, test and improve.
Users:
I launched with the conviction that no plan survives first contact with the user without refinement. Once 'Mundo Zurich' was live, I established a continuous feedback loop—weaving together NPS data, direct interviews, and A/B testing—to decode what truly drove engagement.
These insights allowed us to move beyond guesswork and iterate rapidly; we refined our communication to outperform industry benchmarks and introduced monthly gamification to transform sporadic visits into consistent, long-term habits.
Brokers:
Dashboards were created for brokers and employers to give partners clear visibility into employee usage, program results and the value generated over time.
Business:
Business impact was tracked beyond engagement, using policy density and
Customer Lifetime Value to understand how the program contributed to stronger customer relationships and business growth.
Step by step, resistance became trust.
RESULTS
The real success was not only growth — it was continuity
I led the loyalty program Mundo Zurich until 2023, building the strategy, value proposition and operating model that enabled its growth.
By 2022, it had reached 80,000 members and engaged 10,000 customers through contests.
Today, it continues to scale with
300.000 active users
Higher
product density & Customer Lifetime Value
among users
...and internal recognition as a global success case