Meet Swisscom’s “sure”, tailored insurance on demand

Consumers are demanding flexibility, speed and simplicity in every aspect of their lives. So when it comes to insurance, they've got no time for long meetings with agents, endless paperwork or confusing contracts. An Accenture study of 49,000 consumers across 33 global markets confirmed that insurance buyers want data-driven solutions that are easy to understand, tailored to their needs and instantly accessible.

Swisscom, Switzerland’s leading telecommunications company, was already providing digital-first insurance offerings, like extended warranty for mobile phones and cyber protection, to give customers full transparency and easy management of their coverage online. The telco realized the same approach could revolutionize traditional insurance, allowing it to expand into the industry and unlock new revenue streams.

Swisscom partnered with Accenture Song and other technology providers to create and launch sure, a comprehensive and flexible insurance offering that offers a range of simple, transparent and personalized products through an easy-to-use digital platform. It significantly enhances the user experience and is built into Swisscom’s existing ecosystem of mobile, broadband and entertainment offerings.

sure launched with its first tailored product, leisure insurance (designed for travel, entertainment or recreational activities) in just six months—considerably faster than the industry standard, which often takes years to launch a new product. Since then, sure has released four new insurance offerings every two months, with two-thirds of its customers choosing to buy their insurance policy online.

In a short time, Swisscom became the first telecom company in Switzerland to offer insurance products, like household, legal protection, rental guarantee and travel insurance, all through partnerships with top insurance providers in the country.

The switch-on insurance experience

When Swisscom decided to enter the insurance business, it aimed to provide a level of ease and clarity that would reframe the insurance experience for customers. Leveraging their existing channels and platforms, we supported Swisscom to seamlessly integrate the insurance products to optimize accessibility and transparency for their customers. Together, we created a consistent, intuitive experience across digital channels to bring sure to life.

With sure, users can manage their insurance as easily as they manage their mobile plan—online, on their terms, with simple, transparent options available on the My Swisscom hub. There, they can review all insurance products and policies, choose the right coverage, and turn insurance on or off as needed. The products are designed for flexibility, with monthly premiums conveniently charged alongside their Swisscom phone bill, and the ability to adjust or cancel policies with minimal notice.

Accenture supported the coordination of the project's many components, helped create the user experience, including delivering the front end, worked with stakeholders internally and with insurance companies, navigated the new regulatory environment in Switzerland and even helped negotiate and handle contracts with Swisscom’s insurance partners. Finally, together with Swisscom, we helped prepare their teams to enter the insurance sector and unlock the power of generative AI.

A testament to reinvention

As one of Switzerland’s most innovative companies, Swisscom isn't just dipping its toes into the insurance market—it's redefining it with Swisscom sure. Behind the scenes, GenAI and a large language model (LLM) from Amazon Web Services (AWS) are also being utilized to increase customer relevance and experience.

The telco’s venture into insurance shows us how traditional industries can be transformed through innovation and customer-focused design. This underscores Swisscom’s vision as an “innovator of trust” among its European and international peers. It’s all about building a service that aligns with the everyday needs and expectations of modern consumers, so that they can focus on what really matters.