Laya life offers its Irish customers unique online experience

• Ireland's only end-to-end online life insurance provider
• Life insurance and mortgage protection in a matter of minutes
• Natural and intuitive add-on product to laya healthcare offering, creating added value both for laya's existing customers as well as new ones
• iptiQ's proprietary back-end platform, policy administration system and behavioural science expertise provide a seamless digital experience

Laya healthcare (further referred to as 'laya'), an established provider of private health insurance in Ireland, was searching for the right partner to broaden their customer offering and bring added value and new customer experience to Ireland’s insurance market. They teamed up with iptiQ to offer life insurance to its customers through a seamless online process. The new products added to laya's portfolio – life insurance and mortgage protection – are being sold through the laya life brand.

Seeing how cumbersome, confusing, and often frustrating the purchase process of life insurance can be for the customer, Laya had set an ambitious goal to shake up the Irish market and offer a distinctive, simple online buying experience – in plain language, without complicated forms and medical check-ups. Laya chose to partner with iptiQ to provide an extra edge, in the form of state-of-the-art technology and expertise.

Key highlights

One of the key drivers for laya's ability to provide superior online customer experience has been the use of iptiQ's new proprietary platform. This online platform offers a seamless digital customer journey underpinned by clear, human language. In fact, laya was the first of iptiQ’s partners to use our new policy administration system in Europe. The relentless effort and ambition on both sides to keep on learning, testing, developing, and fine-tuning the customer journey has meant that laya has been able to:

• design and optimise an improved quote experience
• simplify the whole journey, making it jargon-free
• easily test and implement enhancements
• optimise the online performance and speed of the back-end systems.

Thanks to the simple integration of iptiQ's front- and backend, laya can provide its customers with a simple online experience, supported by a sales-agent advised journey to support them during purchase. For example, this means that a laya call agent can easily continue where the customer leaves off in the online buying journey and walk the customer through every step of the process to set up a bespoke insurance policy.

How does laya stay on top of its game? Through a close collaboration of the laya team and our digital UX experts and behavioural scientists. By gathering customer feedback at all stages of the customer journey, the teams can keep testing & fine-tuning the product and online purchase experience. Working with laya teams, our experts actively listen to customers and carry out a series of tests to make the often cumbersome and stressful process of buying life insurance and mortgage protection as simple and straightforward as possible.

With laya's focus on optimal customer experience at every touchpoint, its customers can now understand the policy language and easily move through the buying process in around five minutes. laya looks beyond the buying journey, embracing the full life cycle of an insurance policy, including the claims process and call centre experience.