Lemonade : a fair insurance for digital native

• Autor(a) principal: Carretta, Giorgia
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10400.14/40727
• topic: Insurance market; Millennials; Digitalization; Business strategy; Mercado de seguros; Digitalização; Estratégia de negócios; Domínio/Área Científica::Ciências Sociais::Economia e Gestão

This case ultimate goal is providing an example of a digital insurance company targeting digital native generations, by punctually answering to all their purchasing preferences and needs. The paper is based on a theoretical frame about insurance industry mechanism, in the specific the traditional relationship between insurer and insured, and the consequential contrast within it, how traditional insurance companies are trying to innovate and reinvent their services and distribution channels in order to appeal the youngest generations of customers, which is by far one of the main incoming challenges both for small emerging insurance businesses and longlasted big incumbents, whose products and services have been shaped based on the needs and tasted of the previous generation. This scenario is compared with the clear and schematic characterization of youngest generations as customers, by defining purchasing needs and tastes of this segment and identifying the offer gap between these and the industry characteristics and practices. An example of how a company can address all the listed needs and preferences of Millennials and Gen Z is provided by Lemonade Insurance Case, whose strategy and initiatives are categorized based on the theoretical frame presented previously. The present Case is directed mainly to undergraduate students or teachers of undergraduate business courses, that aim to discuss the topic of the service digitalization and digital native targeting through an appealing and well-structured example, as the Lemonade Insurance one.