Insify is a fast-growing digital insurance provider offering flexible, fully online insurance solutions for freelancers, self-employed professionals, and small businesses across the Netherlands, Germany, and France. As a Growth Hacker for Insify’s Disability Insurance product, I focused on increasing brand awareness and optimising acquisition channels to drive measurable growth.
My focus was on reducing the high cost of acquiring new customers, optimising digital marketing efforts, and refining the customer journey to drive engagement and conversions. A significant part of my work involved launching and iterating the referral program, conducting in-depth customer insight interviews, and producing high-performing video content to address key objections around disability insurance.
Driving customer acquisition and brand awareness for Disability Insurance
Challenges
Insify’s disability insurance program (arbeidsongeschiktheidsverzekering) faced challenges in increasing brand awareness and reducing customer acquisition costs. Unlike liability insurance, which is mandatory for many clients, disability insurance is optional. Our primary audience consists of freelancers and self-employed professionals (entrepreneurs and independents), for whom the cost of disability insurance is often a significant barrier, especially for those just starting out. This reluctance to invest in coverage resulted in fewer applications and higher acquisition costs.
Strategy
To address these challenges, we developed a referral program designed to leverage Insify’s existing customer base and drive new sign-ups through targeted incentives. The goal was to reduce customer acquisition costs while improving retention by making disability insurance more accessible and rewarding loyalty. Alongside this, I worked on initiatives to improve product positioning and customer engagement, giving prospects clearer, more compelling reasons to choose our disability product.
Solutions
To gain a deeper understanding of the pain points and decision-making process of our target audience, I conducted discovery and validation interviews with both prospects and existing customers. These interviews helped identify key barriers preventing sign-ups, as well as the most influential touchpoints in the decision-making process. Insights from these conversations guided improvements in how we positioned the disability product, helping us address common objections more effectively. In addition, I worked on increasing visibility through link-building efforts and created informative video content to clarify misconceptions and provide valuable insights about disability insurance.
Within the referral program, my focus was on testing, iterating, and optimising its effectiveness. From the testing phase onwards, I focused on refining the referral program through continuous experimentation and optimisation. This included developing and A/B testing targeted landing pages and email campaigns, experimenting with different incentives, and gathering customer insights through surveys. By continuously tracking performance and documenting findings, we were able to refine the program based on real user behaviour, ultimately improving engagement and reducing acquisition costs.
By addressing both the larger adoption challenges of disability insurance and fine-tuning the referral program, these efforts contributed to increased awareness, better conversion rates, and a more cost-effective acquisition strategy for Insify.
Some of my work
Referral program for the Disability product today
Want to know more about my time at Insify?
What I did & where I did it
What I did & where I did it
Growth Hacker
Digital Marketer
