Zurich Lover Influencer — Internal brand influencer program Qorus-NTT DATA Innovation in Insurance Awards 2026

The Zurich Lover Influencer program was born from the idea that when people believe in and live the brand, they tell the story better than any campaign.

Instead of creating messages from the inside out, Zurich gave space for its own employees to become protagonists: with voice, autonomy, creativity, and training. It's an innovation that doesn't come with technology but with trust in people. That's what makes the program unique.

We didn't want anyone ready-made, but rather people willing to develop, collaborate, and participate in a pilot program, aligned with Zurich's promise to employees to “grow together”.

In the insurance sector, which is traditionally more formal and careful about reputation, creating an official team of internal influencers is something new that creates connection and brings our different stakeholders closer together. Employees identify with the influencers because they are often colleagues. The content, when reaching the external audience, gains credibility because it is said by those who work and live the company culture. It's a different way of talking about the brand, demystifying the typical language of the sector with authenticity, diversity, and a human touch that no traditional strategy can achieve.

At the same time, we value our influencers, who are gaining more prominence and standing out throughout the company. The most interesting thing is that the program is voluntary, and participants are developed in various aspects, with training, kick-off meetings with major external influencers of the Zurich brand, they have the opportunity to meet new people, areas that are not part of their work routine, and even participate in and/or create content for Zurich's external social networks, such as LinkedIn, Instagram, and TikTok, strengthening our employer brand.

The first group consisted of 16 participants from different areas of the company, so we were able to reach all our audiences from different offices and branches. The group was selected through applications, and the selection process was carried out by a working group formed by the areas of Communication and Marketing, Innovation, People & Culture, Facilities, Call Center, Capability Building, and Legal.

The result? 111% engagement in the first year of the program—26% above expectations, with more than 250 pieces of content produced throughout the year, strengthening the employer brand and highlighting participants at key internal events. Since the program's inception, our influencers have also become Masters of Ceremony for internal events. A super differentiator that makes everything more exclusive!

The innovation is incremental because it evolves something that already existed—the Zurich Lover (the way we call employees passionate about the brand)—but it becomes disruptive because it completely changes the way the culture and brand come to life: in the hands and eyes of those who influence and transform Zurich every day.

The program fits perfectly into the company's current moment, which seeks to expand its digital presence, strengthen its culture, and bring people closer to the brand. It connects all of this in a light, real, and inspiring way.