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Youse – Direct to consumer insurance distribution

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In Action Summary

Youse is a Brazilian based insurance platform that is planning to sell policies directly to consumers. Youse, owned by Brazil’s Caixa Seguradora, is inspired by international players that leverage technology to enchance customer experience and has built web and mobile platforms to sell policies directly to consumers, cutting out typical middlemen in the process – brokers and agents.

To do this, Youse is planning to spend up to‎ R$700m to outbid insurance intermediaries who are currently acquiring insurance leads online. Furthermore, Youse has established a web and mobile policy management platform to on board leads acquired from online sources.

Using this two pronged strategy, Youse expects to acquire 2.5m customers by 2025, and sell 3.5m policies.

Although establishing a direct sales capability is a capital intensive action, Caixa Seguradora is viewing it as a vital investment for the future

Youse’s direct distribution strategy will help to significantly reduce distribution costs for Caixa Seguradora while increasing the life time value of policy holders as they are on boarded to the Youse platform directly.

Ultimately, although establishing a direct sales capability is a capital intensive action, Caixa Seguradora is viewing the establishment of Youse as a vital investment to secure its future distribution channels. Specifically, by out-bidding and out-spending insurance intermediaries online, Caixa Seguradora is hoping to foster a relationship directly with the customer (through policy management, cross selling and renewal) and thus dramatically reduce its distribution costs long term.

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