The Qorus Insurance Innovation of the Month Award for December goes to Bradesco Seguros for its desBRAva program, a forward-thinking initiative aimed at embedding a culture of innovation within the company.
To remain agile and competitive in a fast-moving market, Bradesco recognized the need to establish innovation as a mindset rather than just a department. Rising to the challenge, the leading Brazilian insurer created desBRAva ('Explore'), a gamified, immersive employee journey into innovation concepts, tools and strategies. The goal: to decentralize the innovation process and empower employees as internal change agents, fostering autonomy and creativity across the company's workforce.
Launched in June 2024, the pilot desBRAva program involved 30 employees who were selected from over 300 applications and 2,000 nominations. Representing a diverse group from within the company, these participants embarked on an immersive learning journey that blended strategic learning with real-world exposure. Activities included webinars with industry experts, expeditions to innovation hubs, roundtable discussions and hands-on workshops, all designed to foster a deep understanding of key strategic topics.
The program was crafted through the collaboration of several internal departments, along with the Bradesco Seguros Corporate University, and incorporated input from eight external partners. Each element, from the theoretical insights to the practical applications, was carefully chosen to address essential topics such as organizational ambidexterity, artificial intelligence and startup ecosystems.
What sets desBRAva apart from similar initiatives is its dynamic, hands-on approach to training. Participants gained direct experience through the workshops, webinars and field trips to São Paulo’s innovation ecosystems, ensuring that the skills and methodologies they learned were directly applicable to their daily roles. This unique blend of learning and practical application helped unite teams under a shared vision of progress, creativity and forward-thinking strategies. Through these experiences, the program reinforced Bradesco Seguros' commitment to continuous transformation and innovation.
With a Net Promoter Score of 95 and a 97% retention rate, desBRAva exceeded expectations in terms of participant satisfaction and engagement, far surpassing the industry average. The program also fostered a lasting innovation community that continues to share knowledge and collaborate on new projects, further embedding innovation into Bradesco’s culture. Several projects initiated during the program are already underway, and the program's success has laid the foundation for future cohorts. High levels of enthusiasm for innovation among Bradesco’s workforce were evident in the pilot project’s 10-to-1 application-to-spot ratio, boding well for future programs.
The desBRAva program exemplifies how innovation can be democratized within an organization. By empowering employees with the knowledge, tools and networks to act as change agents, Bradesco Seguros has built a sustainable culture of innovation that will drive the company forward for years to come. In a fast-paced and competitive market, fostering this sense of ownership and innovation is crucial for the company’s continued success.
Demonstrating a real desire to push boundaries and develop a culture of innovation within the company, Bradesco Seguros’s project was a clear winner for this month’s Insurance Innovation Award.
As Insurance Innovation of the Month for December, Bradesco Seguros’ project will automatically be nominated for the Qorus Innovation in Insurance Awards 2025. Submit until 15 January 2025 to compete for the January Innovation of the Month Award.
