Emeklilik Cebimde Qorus-NTT DATA Innovation in Insurance Awards 2026
TurkeyCategory
Customer Experience ReinventedKeyword
Customer acquisition & loyalty, Customer experience, Operational excellence & efficiency, Customer service, Savings & Investments, Strategy & Business model, Marketing & sales, Life insurance, AutomationBusiness Line
Accident Insurance, Employee Benefits, Income protectionDistribution Channel
Online / Direct
Innovation presentation
Concept and Objectives
Emeklilik Cebimde, integrated within the AgeSA Mobile application, is a fully digital, end-to-end Individual Pension System (BES) sales platform. The core objective of the project is to enable customers to purchase BES plans anytime and anywhere through a fast, secure, and user-friendly mobile experience. It aims to simplify complex pension processes, increase digital adoption, strengthen sales channel integration, and contribute to financial inclusion.
Reasons Behind the Project
The pension industry traditionally relies on advisor-driven, paper-based, and multi-step sales journeys. Customers increasingly expect speed, convenience, and transparency in financial services. Recognizing this shift, AgeSA aimed to eliminate friction, reduce transaction time, and create a seamless digital purchasing journey compliant with strict insurance regulations.
State of Competition
While most of the top five competitors limit their digital platforms to lead generation, they do not offer a fully online, end-to-end sales journey. Emeklilik Cebimde differentiates itself by enabling direct mobile purchases in one to two minutes, setting a new benchmark in the sector.
Sources of Inspiration
The project was inspired by customer-centric design principles, digital banking experiences, and the growing demand for self-service financial solutions. The goal was to combine regulatory compliance with simplicity and technological excellence.
Departments Involved
The initiative was realized through close collaboration between IT, Digital Transformation, Sales, Marketing, Operations, Compliance, and external partner Adesso.
Main Results So Far
As of 2026, 12,565 contracts have been sold, generating 417,2 million TL in Annual Premium Equivalent (APE). Transaction times decreased by 90%, retention reached 96%, and RNPS increased by 7 points, reaching 71. The project has become a strategic growth driver and a pioneering digital transformation initiative in financial services.
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