Ray Connect Customer Mobile Application Qorus-NTT DATA Innovation in Insurance Awards 2026

Concept and Objectives:

Ray Connect was designed as far more than a mobile insurance application. The core concept was to transform insurance from a reactive, transactional product into a proactive, lifestyle-centered digital ecosystem.

Our primary objectives were to:

• Redefine customer expectations in digital insurance

• Provide end-to-end insurance services within a single mobile platform

• Combine emotional reassurance with advanced technology

• Increase engagement, loyalty, and policy renewal rates

• Reduce operational workload through intelligent self-service tools

At its heart, Ray Connect integrates claims management, roadside assistance, policy management, AI-powered advisory, and lifestyle services into one seamless experience. A key innovation is its device-independent crash detection system, which automatically detects accidents via mobile sensors and GPS data and can dispatch emergency services without requiring additional hardware.

The app also features RayOn, an AI-powered digital assistant, delivering 24/7, human-like support for policies, claims, and everyday services.

Reasons Behind the Initiative:

Insurance is traditionally remembered only during stressful life events, especially accidents. In those moments, customers are anxious, overwhelmed, and unsure of what to do next. We identified a critical emotional gap: people needed guidance, clarity, and reassurance, not just coverage.

At the same time, market research revealed:

• Increasing demand for fully digital self-service capabilities

• Growing expectations for instant responses

• Low engagement with traditional insurance apps

• High churn rates driven by price-based competition

We recognized that to stand out, we needed to shift from being a “policy provider” to becoming a “daily life companion.” The goal was to embed insurance naturally into customers’ everyday routines through useful lifestyle benefits such as parking services, car washes, tire storage, and vehicle check-ups—transforming insurance into an active, value-generating experience.

State of Competition

The Turkish insurance market is highly competitive and largely price-driven. Most mobile applications in the sector focus on:

• Policy viewing

• Basic claim notification

• Call center redirection

Very few provide true end-to-end digital claims management, and none offered device-independent crash detection at launch.

Ray Connect positioned itself differently by:

• Introducing automatic accident detection without telematics devices

• Embedding AI-powered conversational support

• Integrating lifestyle services directly into the app

• Providing intelligent product recommendations through a diagnostic tool

Rather than competing solely on premiums, Ray Connect competes on experience, innovation, and emotional connection.

Sources of Inspiration

The project was inspired by three main forces:

1. Real customer pain points
We analyzed accident journeys and discovered that confusion and stress—not financial loss—were the most immediate challenges users faced.

2. Lifestyle super-app ecosystems
We studied how successful digital ecosystems increase daily engagement by offering services beyond their core function.

3. Advances in AI and mobile sensor technologies
The evolution of smartphone sensors and AI-enabled conversational interfaces enabled us to create crash detection and intelligent support without requiring additional hardware.

Our guiding vision became clear: combine predictive intelligence with emotional intelligence.

Departments Involved

Ray Connect was a cross-functional transformation initiative involving:

• Digital Channels & Ecosystem – Product vision and roadmap

• Information Technologies – Development, system integration, data infrastructure

• Claims & Operations – Process redesign for digital claims handling

• Auto Underwriting – Product design and pricing

• Customer Experience – Journey design and usability optimization

• Marketing & Corporate Communications – Positioning and engagement strategy

• Finance – Integration of online payment systems

• Legal & Compliance – Regulatory alignment

This collaboration ensured that the app was not simply a technical product but a fully integrated business transformation initiative.

Main Results So Far

Ray Connect officially launched in February 2026, and as a result, performance metrics are still in the early measurement phase. Comprehensive impact analyses on retention, renewal rates, and operational efficiency are currently ongoing. However, initial indicators are highly promising. Since launch, we have observed steadily increasing customer interest, reflected in strong download figures and growing active login numbers. Early engagement patterns suggest that users are not only exploring the platform but actively interacting with its core features and lifestyle services.

While long-term KPIs are still being evaluated, the early traction confirms strong market curiosity and validates our positioning of Ray Connect as a differentiated, innovation-driven digital insurance ecosystem.