Allianz Direct


Tailor-made insurance through Allianz Direct brand and marketing 

The Allianz Group is one of the largest insurers in the world. It offers a wide range of insurance, including life, non-life and health insurance. Their subsidiary Allianz Direct is the online proposition with fast and direct processing without the intervention of an advisor.

With the request of building brand performance for a global brand, the biggest challenge is to ensure that the essence of the brand doesn’t get lost in translation, while still maintaining autonomy and flexibility. Therefore we created a very clear global brand strategy that is executed at a local level.

We were told to start with building brand awareness around the Allianz Direct brand, now that the online insurance company has adopted the name of the parent company. The addition of “Direct” makes it clear that can take out insurance online in a fast, accessible and personal way.



Brand optimization

The purpose of this re-branding is to create an innovative experience, in which every interaction seamlessly matches the insurance needs and life stage of the (potential) customer. An ambition that demands the continuous renewal and optimization of the brand. 

Seamlessly match the insurance needs and life stage of the (potential) customer

We came up with a solution

Allianz Direct was looking for a digital partner who could help with this ambition. They found this in Disxt. We collaborated to create a concept and design that appeals to every specific audience type, no matter what they are looking for and where they are from. In an agile international team – consisting of Allianz Direct and Disxt professionals – the new brand execution was developed, provided with content and optimized to deliver the best customer journey.

Design sprints to set the scope

One of the ways we helped Allianz Direct in their digital innovation was by facilitating three Design Sprints. A Design Sprint is a four-day process for the purpose of answering critical business questions through design, prototyping and testing. Work is carried out in four days that could otherwise take months.


Personalization across multiple channels

Allianz Direct’s services have been optimized and personalized continuously since they started their partnership with Disxt.  After the launch of the company, the team continued introducing developments. The focus is on personalisation, using data from the other Van Lanschot digital platforms. We used eye tracking and scientific research within the target group to test whether the personalisation actually works.


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