June 10, 2021

This mindset guided the leader of a project called “Mind the Gap” at BNP Paribas Cardif Taiwan. This innovative gamification initiative, which recently completed a test phase, aims to make it easier for people to understand why insurance is important. He shares some insights.


Tell us a little about the “Mind the Gap” project.


Making insurance more accessible includes making it easier to understand, and that’s what defined our objectives when we launched this project. Mind the Gap is an online platform that lets us understand the needs of prospects in order to propose the best insurance solutions, whether in savings or protection. What makes it distinctive is our gamification approach, meaning we apply game principles to suggest 
personalised insurance solutions matched to our target. Concretely, prospects enter an online game experience that lets them define their profile and their insurance coverage needs. This creates a fun environment to discover the right insurance offer for TAIWAN 19 them, to which they can then subscribe to ensure the appropriate level of protection, depending on their actual needs. 


Why did you decide to use this gamification approach?


There are two reasons. First, we need to understand the needs of our customers as precisely as possible in order to propose the best possible insurance products. And at the same time, we wanted to communicate in a way that’s easy to understand for a broad target public, because we recognise that insurance can be perceived as difficult to understand given the complex terms employed throughout the customer journey. Our teams thus set out to address this problem. After hours of brainstorming we decided to try gamification as a way to improve the customer experience. This is a totally new concept in the insurance space. We started from the premise that by proposing a fun and entertaining experience, an insurer can engage target customers and 
build loyalty. This project is totally aligned with our innovation-minded DNA. We naturally worked with the Cardif Lab’ to develop and test this solution. 


Who is your target? 


Mind the Gap is designed for people between 25 and 40 who are digital friendly and who are looking for an insurance partner to help grow their savings and support them in achieving their life goals. 


What are the next steps? 


After launching the trial phase in December 2019, the platform is ready for roll-out on a larger scale in Taiwan in the first quarter of 2021, but we still have a lot of work to do! If this scale-up is successful we can begin marketing it via our partners who are purely digital players.