Dusty, overly complex, incomprehensible: terms often used to describe the world of insurance. Baloise, the insurance company that has been present on the Luxembourg market for more than 130 years, wants to prove the contrary by showing that the world of insurance can be dynamic and modern, but also human and accessible.
By placing innovation at the heart of its concerns, Baloise is always seeking to renew itself by anticipating the needs of its customers to become a true partner in everyday life. How? By reinventing its services, partnering with other experts in their respective fields and creating products that are adapted to the new realities of its customers. For example, in 2017 Baloise developed GoodStart, the first online home insurance that allows you to insure your flat in a few clicks, but also the first insurance for hybrid and electric vehicles, Drive Electric, in 2021. Thanks to its Innovation Lab, innovation is not just a buzzword at Baloise, but drives its processes and developments. A different vision of insurance, therefore, which is simpler, more accessible and more flexible.
“Tomorrow is not something that happens to us, but something that we create together.”
In a constantly changing world, customers’ needs and aspirations are evolving. It is the continual adaptation to these changes, which over time has shaped the Baloise of today, a humane, responsible and inspiring company.
In this context, Baloise has decided to launch a rebranding project in all the entities of the group (also present in Switzerland, Germany, Belgium and Liechtenstein), in order to assert these resolutely optimistic, positive and forward-looking values. Baloise has a new look, with a new brand identity that perfectly matches its evolution, centred on values that reflect its responsible commitment to its customers, partners and employees. A new graphic identity, with sparkling colours and a simplified logo that perfectly illustrates Baloise’s desire to be the partner that makes life easier for its customers.
One issue that often causes difficulties for policyholders is the complexity of the terms used. Indeed, insurance jargon is often difficult to understand and sometimes complicated. In line with its strategic direction, which is evocatively named “Simply Safe”, Baloise uses simpler language and clearer, more readable documents, in order to convey a positive feeling and build trust. “Do our customers understand what we mean? Do we express ourselves clearly and unambiguously? Are we communicating adequately? Are our values also visible to our customers? Questions we asked ourselves during our rebranding project in order to offer our clients not only a more attractive image, more original advertising campaigns, but also unambiguous language” , explains Romain Braas, CEO of Baloise in Luxembourg. This rebranding is a milestone in the overall transformation of Baloise, which began a few years ago. “Our old image no longer corresponds to what we have become,” says Romain Braas. “Accompanying our customers on their journey has always been part of our DNA. We are doing the same today, but with a new dimension focused on trust and responsibility. We want to have a positive impact on our customers’ present and future.”
Aware of the challenges at society and climate level, whose impact is already a reality, Baloise has long been actively engaged in preparing for the future. In this way, adapted value creation processes have been assigned to each objective on which Baloise has the most influence, such as well-being, training and innovation... In terms of innovation, Baloise has already launched several “sustainable” insurance products, such as Drive Electric (hybrid and electric vehicle insurance), InsureMyBike (bicycle insurance to encourage soft mobility) and SwitchPlan (the first 100% sustainable life insurance policy). The insurer is also seeking to drastically reduce its carbon footprint and paper consumption, notably through dematerialisation and digitalisation via the MyBaloise customer portal.
Marc Folmer, Director of Corporate Governance and Corporate Secretary at Baloise says that Baloise’s vision is to create value for all its stakeholders: “As an insurer, our initial mission is to protect people and property, but more broadly, it is about protecting what matters and acting for human progress.”
Indeed, the new brand identity also coincides with a new head office for the Luxembourg insurer. In January, Baloise will welcome its customers and 450 employees to its brand new premises in Leudelange.
Wooden is the first wooden office building of this scale in Luxembourg, made from sustainable forests in the Greater Region. In these PEFC-certified forests, when a tree is cut down, one or two others are necessarily replanted. Thus, over the life of the building, the forest will have recovered what was taken from it during the project.
Exemplary in terms of sustainable development and well-being, Wooden will be WELL-certified to put the well-being of employees and visitors at the centre. Smart building, it will integrate active and passive energy management solutions, aiming to optimise consumption and promote the comfort and safety of employees.
The 9,600 m2 building will not only offer a new quality of working environment for employees, but it will also provide easier access and a warmer welcome for our customers and partners.
For more information, visit www.baloise.lu
