Allianz Life & Pension Inc.
Allianz Financial Consultancy Digital Channel
Allianz aims to help its customers make informed financial decisions by providing comprehensive financial guidance and educational content.
Industry
Insurance
Headquarters
İstanbul/Turkey
Founded
1923
Company size
2500+
Brief
Allianz aims to support customers in making informed financial decisions in the basis of their private pension product by providing comprehensive financial consulting and educational content.
The project focuses on:
Increasing adoption of Allianz products.
Supporting users in optimizing investment portfolios and increasing financial literacy.
Delivering relevant content and tools across channels (web, mobile, social media) to guide users toward their financial goals.
Table of Content
Document analysis
Stakeholder interviews
Channel and content assessment
Customer Journey mapping
User Interviews
App Survey
Customer Journey Mapping
Market Research
Competitor analysis & benchmarking
Document Analyzed
4
Stakeholder Sessions
User Interview
Document Analysis
7 key documents, 100+ pages, including KANTAR, IPSOS, and internal reports.
Insights:
Insurance is perceived as security; BES (private retirement plans) are seen as slow, low-yield investments.
Economic uncertainty has shifted perception: insurance is now a need, not a luxury.
Allianz is recognized as professional, modern, trustworthy, and innovative, with a strong global financial advisory brand.
Stakeholder Interviews
4 sessions with the Financial Consulting Team (kick-off, workshops, strategy meetings, user journey mapping).
Key Findings:
Mobile adoption among BES customers is low—opportunity to increase engagement.
Content strategy needs a consistent tone and messaging across channels.
BES advantages must be highlighted beyond state contributions, emphasizing investment growth and flexibility.
Financial education strengthens long-term engagement.
User Interviews
8 participants (27–47 years; 4M/4F): Allianz BES users, non-Allianz BES users, and non-BES users.
Insights:
Savings start typically post-first salary; family habits influence financial literacy.
Users prefer secure, low-risk investments like gold and BES funds.
App usage is common, but users expect guidance, real-time insights, and personalized support.
Allianz Mobile App Survey
8,923 participants (Mar 5–10, 2025)
Key Results:
84% find Allianz content useful.
44% see room for improvement.
Users value interactive, personalized guidance over static content.
Customer Perspective
Users seek direct consultation from advisors.
They prioritize personalized insights over general market analysis.
BES is trusted but not seen as sufficient for substantial retirement income; additional incentives and gamification could enhance engagement.
Market Research
Financial literacy in Turkey is low, with high financial fragility.
Trusted sources: professional advisors > family/friends > social media.
Interactive, understandable, and practical financial content is critical.
Competitor & Benchmark Analysis
Domestic (Anadolu HE, Garanti BBVA) and global comparisons show Allianz’s strong brand image but reveal gaps in personalization and cross-channel integration.
Channel Analysis
Channel experiences are fragmented; social media is campaign-focused, not educational.
Personalized communication (email, SMS, push) is inconsistent.
Visual and textual content does not reflect audience diversity.
Expertise and trust must be emphasized to enhance perceived authority.
Customer Journey & Key Steps
Mapping from awareness → policy acquisition → fund management → retirement.
Identify touchpoints for content, guidance, and interaction.
Evaluation & Recommendations
Strategic Insights
Audience Segmentation by Life Stage:
18–29, 30–45, 45+
Tailor content, visuals, messaging, and channel placement.
BES Journey-Focused Approach:
Map from awareness → policy acquisition → fund changes → retirement.
Deliver content and guidance at each step.
Key Implementation
Allianz Mobile App as Core Channel:
“Content Hub” in Savings section.
Modular, personalized content by user profile.
Support channels: email, SMS, web, social media.
Content Management:
Centralized production ensures consistency in tone and accuracy.
Interactive, educational content preferred over static formats.
Next Steps:
Define content types, functions, and integration with channels.
Roll out personalized, multi-channel engagement strategies.
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