INSURETECH:
WAADAA.INSURE

THE PRODUCT

Waadaa.insure is a startup of MGH Group that aims to revolutionise the insurance market in Bangladesh. With a digital-first approach, it aims to take on the goliaths that have been running the industry for years.

THE PROBLEM

Low trust and even lower awareness created the crux of the issue for waadaa.insure in the Bangladeshi market. Abysmally slow claims and confusing infographics eroded consumer trust in the industry over time creating a 0.5% national insurance rate.

THE GOAL

Building consumer trust and awareness while coming forth as a dependable thought leader.

MY ROLE

Creating and guiding the brand towards the goal it originally set out on while making sure that consumer trust is maintained.

THE research

Like all good projects, the work began with heavy-handed research. We looked into the global market through competitor and industry leader analysis, a stakeholder review, and our analytics.

GAPS FOUND:

LACK OF INFORMATION

AGE OLD
GRAPHICS

LOW TRUST

THE SOLUTION

THE FINDINGS

The findings proved to us the reason the brand was created: the solitary Bangladeshi citizen is daunted by the unbelievably complicated process that insurance seems to be. We're here to change that

USER PERSONA

Age: 24
Education: Bachelors
Occupation: Interior Decorator

The Anxious Adult:

Relatively fresh into the job market and with a global pandemic under their belts, Fariha is worried. She wants to understand the different ways she could insure herself, her family and her future.

Need:

A brand that she can rely on that guides her through the daunting world of insurance, its confusing paperwork and its claims.

The positioning

The research proved to us that the brand is here to serve the consumer. It’s here to look out for the little man, the one that is too often forgotten in the large procedure of the insurance cycle. It’s a trustable reliable team here to support each Bangladeshi citizen through the daunting process of insurance without any hassle or worry. It’s built to serve.

PRIMARY TYPE

COLOUR PALETTE

Contrast based palette to create a strong visual identity

Royal Palette for high tier products

Cool Palette for ease of reading and comfort

Click through high contrast colours

TAGLINE

A clear answer:

Waadaa, For All Life

TONE OF VOICE

Nielsen Norman Scale:

Funny vs. Serious

Casual vs. Formal

Respectful vs. Irreverent

Matter of fact vs. Enthusiastic

Everything We Are -

Reliable
Transparent
Simple
Supportive
Accessible
Useful
Ever present

Everything We Aren’t -

Elitist
Complicated
Confusing
Greedy
Bureaucratic
Conniving
Biased

THE RESULTING social media

We adopted a relatively simple approach. No frills, no hassles, no complications; just clear information in a friendly tone. The results of our research showed us that the market doesn't need wit right now, it needs something they can trust and rely on. We adopted a mix of English and local Bangla to make sure our message reaches to everyone who may need it.