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Care+, a new product with a digital experience,but bypassing traditional governance to win speed

  • by Ethias (Belgium)

Objectives

Care+, is a strategic extension to our healthcare offering. Providing complementary coverage for everyday medical expenses that are not, or only partially, covered by the health insurance fund or by a traditional hospitalization policy.

Developing a new product is a complex process requiring a significant number of development hours. The 2026 IT portfolio was already heavily loaded with other initiatives, so we looked for a way to create a digital experience for the quotation phase and the request for a contract proposal, outside of the traditional governance framework. Our main objectives were to:

  • deliver solutions quickly
  • create an optimal digital user experience for prospects
  • design a solution that was fully managed by the business (100% business-owned)

Progress status

Launched

Use case launched together with the first digital experience.

  • A full end to end digital subscription and STP will be the next step.

 

 

Work team

  • In house with external support
  • Project Management: Project Mgt: UX/UI designer, WebMaster, Marketeer & Value Proposition team (100% managed by business)
  • External partner/team: External partners: Developed with NRB (Ethias IT subsidiary) and other partners.

Work carried out to date

The product has been fully launched in our digital platform.

  • A dedicated product page that complies with all legal requirements, while offering consumers a clear and comprehensive overview of all coverages and benefits. To support the launch, we offer a standard €50 cashback with every purchase.
  • From this page, prospects can directly access an online quotation form. This form was developed using Penbox, without integration with our backend system. However, we established a connection with Salesforce, where every quotation is registered through case management in our CRM. The entire quotation and application process is handled through this intuitive digital form.
  • Preparation of the contract proposal and the contract issuance itself are currently handled manually by our operators. 100% of communication is via email, ensuring their experience remains entirely digital.
  • The next phase will focus on automating the back-office processes, enabling us to achieve the targeted margin for the product.

 

 

First Results & Lessons learnt

  • Number of quotes: 3 023.
  • Number of contract proposal via email: 527.
  • NA YTD (28/2/2026) = 73.

Difficulties encountered & Remainng Challenges

The main challenges now identified:

  • Creating a functional and reliable process without the usual system backbone, while ensuring the flow from Quote – application – contract.
  • Ensuring a seamless digital customer experience: managing customer expectations regarding response time.
  • Scaling the product if demand increases.