Insurance, by its very nature, operates reactively. Customers pay premiums for years, yet the only tangible benefit often arrives after a devastating, high-stress event like a house fire, flood, or accident. This transactional relationship leads to low customer engagement, feelings of being undervalued, and a perception of the insurer as merely a claims processor.

 
The core challenge was two-fold:

 

The NRMA Safety Hub App fundamentally shifted the insurance model by redirecting claims money and policy loyalty rewards toward proactive risk prevention. Built on a gamified, behavior-changing design, the platform uses defined tasks to guide customers through simple, high-impact maintenance actions such as clearing gutters or replacing common failure points like flexible hoses.