Abstract:

Based on an in-depth analysis of what life means to Brazilians, we changed the life insurance industry: instead of compensating death, we created a new equation value to reward those who want to live more and live better. Itaú Unibanco (the country's largest private bank) and BOX1824 (a reference for behavioural and innovation trend studies) designed together a daring and innovative project: based on board research, studies and cultural analysis carried out with beta consumers, they began to redesign the insurance business model in Brazil.