Customized Journeys Qorus-NTT DATA Innovation in Insurance Awards 2026

Already implemented throughout 2025, we made end‑to‑end customized journeys available to our customers through segmentation by profile type, based on their behavior in using reimbursement services. This provides more assertive analyses and generates system flows more aligned with the reality of each insured person.
It is a journey that begins in the app and travels through our entire chain, generating value for the process and reinforcing the security of our operation. Not to mention the significant increase in NPS, as the rules are easy to customize and allow flexibility depending on the segment.
We will incrementally automate changes to the customer’s profile through generative artificial intelligence, which understands the insured’s dynamics and behavior, deriving them toward other profiles/rules that will reflect their new journey, in a 100% automated manner.
The inspiration for this project came from the need to make all journeys (both user and operational) flexible based on customer profile in order to generate less (or more) friction depending on customer behavior, taking into account undue claims ratios, abusive use with possible signs of fraud, contracts, risks, and other internal factors.
The departments involved in this project were Change Bradesco Saúde, the CX team - responsible for the research and market study that motivated the project - UX for developing prototypes of the new journeys, and VS Reembolso, the value stream of the Reimbursement Services Department, responsible for developing the services and automations.