About
Solaria Labs, Liberty Mutual’s Enterprise Innovation Incubator, partnered with Liberty Mutual’s Hispanic and Latino/a Employee Resource Group to launch a wholistic, end-to-end Spanish-language Renters Insurance experience to better serve customer needs on our Certainly digital-direct brand.
Innovation presentation
Solaria Labs, Liberty Mutual’s Enterprise Innovation Incubator partnered with Liberty Mutual’s Amigos@Liberty Employee Resource Group to explore ways that we can better connect and serve the Hispanic and Latino/a communities in the US market. We focused on how we might create digital experiences for our Hispanic / Latino customers that are more tailored to their specific wants, needs and expectations.
From a digital perspective, our research showed that these customers desire a more fully translated end-to-end Spanish-language experience and that we could provide them with additional educational content about our products and services, which is not widely available in the marketplace today. Through focus groups and surveys, we also learned that many of these customers are helping family and friends navigate insurance decisions and are looking for tools to enable them to collaborate.
Based on these learnings, we designed Liberty Mutual’s first end-to-end Spanish language experience for our Certainly Renters product. Certainly Renters is a 3-question, simplified, low cost renters insurance offering. We created an experience in which everything from our advertising to our quote flow to our claims and service are available in Spanish to make things easy and transparent for customers. We also included a “Renters Insurance Guide” that summarizes key elements of the policy contract in Spanish. We also created additional modules on what Renters Insurance is and why it’s important. Finally, we incorporated new tools to help people collaborate with family and friends such as the ability to share our insurance guide or easily toggle between languages.
Our Amigos@Liberty Employee Resource Group played an invaluable role, providing cultural expertise and perspective during all phases of the project to ensure we were creating an experience that was tailored to the unique needs of these customers. Since launching they have continued to play an active role as we leverage in-market results and learnings to further optimize our customer experience.
Uniqueness of the project
Our Spanish language Certainly Renters experience was one of the first digital-only Spanish language experiences in the US and the first by a major carrier. It also showcases the value of leveraging the expertise and passion of an Employee Resource Group to better understand and serve customer needs.
