Klare: Fairer, Simpler and Fully Digital Insurance
Muma Case Review • Volume 8 • 2023 • pp. 001-020
Only two years after Klare market launch in April 2020, immersed in mandatory lockdowns due to the quarantines imposed at the very beginning of the Covid-19 pandemic, Nicolas Pavez needed to make relevant decisions regarding the future of the business, with mixed-feelings regarding the recent decision of both his co-founders about leaving the firm to pursue new career challenges. With the premise of offering Chileans "fairer, simpler and more digital insurance", Klare already had 6 lines of products available in July 2022: Life Insurance, Life and Savings, Health, Oncology, Dental, and even Insurance for Bicycle, always thinking of a young, digital customer who wants to live in peace with insurance that solves their concerns in a simple and accessible way. Pavez wondered in what direction he should continue developing products for his customers. Had Klare reached its best expression in its product portfolio, or did it have room for improvement? What would be the behavioral changes in customers regarding insurance needs? And, above all, an important question echoed in Nicolás's mind when he analyzed the core capabilities they had developed over the last two years… Where should Klare 's business focus go to?
Marketing strategy, New product development, Value proposition, Digital, Insurance
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