DIGITAL REPORT 2021 IN ASSOCIATION WITH: This is COMPANYtheheadlinetheoffeatureNAME DIGITAL REPORT 2022 BEYOND INSURANCE: GRUPO AGEAS PORTUGAL IN ASSOCIATION WITH:
2 www.grupoageas.pt
PORTUGALGRUPOINSURANCE:BEYONDAGEASwww.grupoageas.pt 3 GRUPO AGEAS PORTUGAL
As one of Portugalâs best established insurance providers, Grupo Ageas is leading the way through innovation and new marketplace offerings P roviding a wide range of products and services, Grupo Ageas Portugal is an economic Group, mostly focused on insurance, but with a wider ranging vision. The entity provides services to agents, bancassurance and direct cover. Its offerings include personal and commercial lines, in addition to all lines of business, including life, non-life, health and pension funds.
The company is also exploring new avenues beyond insurance, concentrating on health, ageing, pets and household markets. As part of this exploration, digital transformation has been critical in expediting change, increasing agility and providing customers with the best services possible.
âWe see âdigitalâ and âdigitisationâ as two different things,â says Vilela. âThough the two are strongly linked, and complementary â âdigitalâ is what the outside world sees, âdigitisationâ is what the outside world does not see and which enables âdigitalâ; in other 4 www.grupoageas.pt
GRUPO AGEAS PORTUGAL
Ăngelo Guerra Vilela is the Director of Digital Assets & Journeys for Grupo Ageas Portugal and is responsible for managing a multi-disciplinary team, which is focused on providing users with an exceptional experience. The scope of his role includes managing all the digital assets used by the companyâs stakeholders. There are 11 brands in total and 18 digital assets that fall under management, public websites, mobile apps and distributorsâ fronts.
www.grupoageas.pt 5
www.grupoageas.pt GRUPO AGEAS PORTUGAL
words, âdigitalâ stands for experience while âdigitisationâ stands for efficiency.â
At Grupo Ageas Portugal, digital is a shared responsibility between various areas, namely marketing, commercial, corporate communication, innovation and technology. âOur digital assets serve all customers, regardless of their channel of preference. On digital, we must be where customers are, with relevance, excelling in user experience,â Vilela says. A new era for Grupo Ageas Portugal
ĂNGELO GUERRA VILELA DIRECTOR OF DIGITAL ASSETS AND JOURNEYS, GRUPO AGEAS PORTUGAL
âItâs been a very enriching experience,â he says, âbecause Iâve been involved in doing things from the ground up. Before launching our first digital department, I spent around four years as a Strategy and Performance Management Director. It Grupo Ageas Portugal on the digital insurance revolution 6
For Vilela, who joined Grupo Ageas Portugal 27 years ago with a background in teaching literature and Latin, the most recent changes have been the most groundbreaking. During his tenure at the company, heâs worked across many areas, from commercial and marketing to financials, reengineering and strategy. The scope of his experience with the company also includes launching new products, processes and brands. âOCIDENTAL (LIFE) IS ALSO ADVANCING WITH SOLUTIONS AIMED AT PROMOTING QUALITY OF LIFE DURING AGEING, HAVING AS A FIRST STEP THE LAUNCH OF SOLUTIONSDEACCUMULATIONPIONEERINGINPORTUGALâ
He has also been a keynote speaker on Digital Strategy in international conferences.
He is the Director of Digital Assets & Journeys for Grupo Ageas Portugal: Ageas Seguros, Médis (Health), Ocidental & Ageas PensÔes (Pension Funds) which consists of 18 digital assets under management.
Previously Group Head of Strategy & Performance ManagementVilela was also responsible for new business development. He has robust field experience with corporate strategy, M&A, marketing & new business development. His past experience is in business development, strategic & operational marketing, corporate & marketing communication, project management & re-engineering, and product management. Vilela also has an MA in Literature, and a Postgraduate in Management.
Ăngelo Guerra Vilela has a 22-year track record in leading high-performing teams working in agile environments.
ĂNGELO GUERRA VILELA TITLE: DIRECTOR OF DIGITAL ASSETS AND JOURNEYS
INDUSTRY: INSURANCE LOCATION: LISBON, PORTUGAL
GRUPO AGEAS PORTUGAL
A unique design process
was a very challenging period â along with the sovereign debt crisis that severely hit Portugal â and we had to adjust quickly and change the organisationâs profile to cope with the challenges ahead.â
That period enabled Vilela to develop a robust field experience in corporate strategy, financial analysis, reporting, M&A and business development. âDigital started as a small team of five people, concentrating essentially on ecommerce. But our vision was clear: we wanted to expand as we learned, in secure steps, towards a holistic practice aiming at providing great customer experience, leveraging on Digital. The team I lead is one of the five first-line technology areas of the Group in Portugal, reporting directly to the ExCo.â
By the end of last year, Vilela and his team had launched the ADPA (Ageas Digital Project Approach) as a methodology and human centred approach that places design thinking at the heart of the development process. The methodology, he says, disciplines creativity by leveraging individual and team motivations and capabilities. âWith ADPA, we fully consolidated the humancentric approach that weâve been putting into practice for seven years. The process is inspiring and engaging the organisation on âDesign Thinkingâ to make it core to the development process, designing for delight (D2D) with the users, for the users. It is this methodology that enables the teams to operate in a much more structured
Fullsix Havas CX
Leading digital agency in Portugal We help companies respond to the challenges of the digital transformation in their industry. If you want to grow your business Talk to us
8 www.grupoageas.pt GRUPO AGEAS PORTUGAL
Two vital changes for Grupo Ageas Portugal The pandemic wrought massive changes globally for all companies, many of them being launched into digital solutions for the first time by necessity. But, for Grupo Ageas Portugal, landmark changes have occurred at different times as the company has organically developed and embraced new innovations and technologies.
Vilela says: âI would underline two areas of change over a 25-year period, which are distribution and technology. On the distribution side, weâve seen the consolidation of bancassurance accompanying
ĂNGELO GUERRA VILELA DIRECTOR OF DIGITAL ASSETS AND JOURNEYS, GRUPO AGEAS PORTUGAL âWE âDAREâ BY PUSHING BOUNDARIES, LEARNING FROM OUR EXPERIENCES AND REMAINING INQUISITIVE ABOUT WHAT WE CAN DO DIFFERENTLYâwww.grupoageas.pt 9
and transparent process of cross-functional and visualised co-creation, Vilela says. The process begins with in-depth stakeholder and market insights, with evidence-based iteration and progression, to push the limits while developing solutions that are emotional and desirable.
âINNOVATION IS AT THE HEART OF OUR PRACTICE, FROM INCREMENTAL TO DISRUPTIVEâ ĂNGELO GUERRA VILELA DIRECTOR OF DIGITAL ASSETS AND JOURNEYS, GRUPO AGEAS PORTUGAL 10 www.grupoageas.pt
In order to remain relevant, insurers face the enormous challenge of cultural change, which then impacts organisational models and technology. Technology, Vilela says, is instrumental in this cultural shift and is an essential facilitator of change.
the evolution of the banking industry, including four major game changers: the reduction of the branches, tight regulation, capital requirements and digital transformation. Additionally with distribution, thereâs also been the emergence of direct channels from phone to digital. Agents have remained relevant, despite all early announcements that the channel would decline.â
11 GRUPO AGEAS PORTUGAL
He continues: âOn the technology side, the industry change has experienced the consequences of an increased pressure on shareholder return. In the early 2000s, we saw the first race for cost reduction, with the emergence of workflows to reduce paperwork and BPO on production, claims and call centres. After the crisis of 20082012, we saw an increased digitisation of processes and the incorporation of cognitive systems into sales the operations. Also the digitisation of the agents' channels has gained enormous strategic relevance.â
âTo be relevant and, consequently, sustainable, the insurance business needs to focus, and this is where the main cultural shift lies. On the one hand, partnering with distribution while focusing on the customer www.grupoageas.pt
But, more importantly, Vilela points to an increased focus on customer experience. He believes that developing technologies enhancing the customer experience are critical to success. âHaving websites and apps is mandatory, but by itself a differentiation factor. Customer centricity has evolved significantly â from some good intentions in a corporate mission statement, to an actual tangible reality, leveraging on technology.â
Teams are expected to âshareâ by learning and teaching from their experiences, as well as by inspiring others, in a culture that thrives on the concept of continuous learning.
Changing the company culture
GRUPO AGEAS PORTUGAL
Equally, there is an emphasis on âdeliveryâ, because everyone is expected to deliver on 12 www.grupoageas.pt
and, on the other hand, being at the centre of ecosystems that generate value beyond the traditional business,â he asserts.
âWe believe in the importance of setting an example through our actions, but also on the benefit of working as a team.â
The culture at Grupo Ageas worldwide, including Portugal, encompasses a number of areas. Leaders must adhere to and follow values that are core to the companyâs philosophy. Those are listed as Care, Dare, Deliver and Share. Vilela explains: âWe âcareâ by respecting our colleagues and helping those around us, whilst staying true to who we are. That means listening and embracing different opinions, putting ourselves in otherâs shoes, and building trust by doing the right things every time for our stakeholders.â
âWe, as leaders, must âdeliverâ on our promises, and we make things happen by staying focused on our priorities and keeping thingsVilelasimple.âsaysthat challenging his team is âall part of that cultureâ and has helped to drive the company forward. âWe âdareâ by pushing boundaries, learning from our experiences and remaining inquisitive about what we
âTECHNOLOGY IS NOT A IT'SOPPORTUNITY.OPTIONSTRATEGICORANAMUSTâ their promises while remaining focused on their priorities. Finally, there is an expectation to challenge each other, take accountability and to strive for excellence.
ĂNGELO GUERRA VILELA DIRECTOR OF DIGITAL ASSETS AND JOURNEYS, GRUPO AGEAS PORTUGAL www.grupoageas.pt 13
He explains that focusing on the customer means exceeding expectations on every journey. Grupo Ageas Portugal pursues a customer-centric digital strategy, based on three pillars: being where customers are; providing them with an exceptional user experience; and being relevant. In pursuit of this strategy, the 14 www.grupoageas.pt
can do differently. As Ageas people, we aim to create new ideas and push ourselves beyond what we know today, towards what we should know tomorrow.â
On going digital When it comes to digital innovation and transformation, Grupo Ageas Portugalâs strategy and approach is an ongoing relationship with innovation. The company works constantly on API-ifying its practice and reaching beyond insurance. âInnovation is at the heart of our practice, from incremental to disruptive,â Vilela says.
âTechnology is not a strategic option or an opportunity. It's a must. Relevance, a prerequisite for sustainability, is measured by the creation and maintenance of lasting, meaningful and emotional relationships with customers and partners; by the ability to attract, enhance and retain talent; by the efficiency in the management of shareholder capital and by the consistency of its remuneration; and by the return of value to society. This is the identity matrix of the Grupo Ageas Portugal.â
âMĂ©dis customers can carry out the most relevant journeys only on digital platforms, or they can switch between the physical and digital worlds maintaining a consistent and distinctive experience,â he says.
Meanwhile, MĂ©dis (health insurance company of the Group) is at an advanced stage of implementing solutions based on AI, including reimbursement of expenses via digital platforms, chatbots and clinical screening, with a high ambition for innovative deliveries in the coming years.
âThe corporate image of Seguro Directo (direct operator on Motor), whose value proposition is based on simplicity, is also expressed in their digital platforms, which allow customers to buy, consult and manage their policies on any device, 24 hours a day, seven days a week.â
With a strong commitment to Portugal â a native market for Ageas â the Group is investing in the ecosystems that target the main challenges for the country in the coming decades: health, ageing and housing. MĂ©dis (health Insurance) is positioning itself
âWE
âOcidental (Life) is also advancing, with solutions aimed at promoting quality of life during ageing having, as a first step, the launch of pioneering deaccumulation solutions in Portugal,â explains Vilela.
AS LEADERS MUST âDELIVERâ ON OUR PROMISES; WE SIMPLEâKEEPINGPRIORITIESFOCUSEDBYTHINGSMAKEHAPPENSTAYINGONOURANDTHINGS ĂNGELO GUERRA VILELA DIRECTOR OF DIGITAL ASSETS AND JOURNEYS, GRUPO AGEAS PORTUGAL www.grupoageas.pt 15 GRUPO AGEAS PORTUGAL
A healthy approach to change Ageas Seguros (multi insurance products and services) is on a journey to provides a way to follow claims processes online and has many new developments in the digital landscape in the near future, which will make a difference for both customers and distributors.
To ensure relevance and sustainability, a further cultural shift is to be at the centre of ecosystems that generate value beyond traditional business. Within a few years, the income generated outside the traditional business could reach one third of the shareholder return, according to McKinsey studies.
âThis ecosystem will have new solutions to be launched soon, taking advantage of technology and in-depth knowledge of a market in which Ocidental (Life and Savings) and Ageas PensĂ”es are historical leaders.
as the orchestrator of an ecosystem in which it will become a true partner in health.
The digital ecosystem Grupo Ageas Portugal is in an accelerated process of developing new solutions for health and household, in which cognitive systems will play a central role in mitigating pain points and building increasingly Group's digital assets have undergone an accelerated transformational process.
âWe are always eager to innovate, to deliver and to improve. Our ambition is very high. Addressing barriers to digital transformation of the key moments in customer journeys is the most difficult step. With that step taken, what follows is execution.â
The future is digital
GRUPO AGEAS PORTUGAL
critical to embrace a non-legacy management culture. âThatâs what weâve been doing for years at Grupo Ageas Portugal,â Vilela says.
âFullSix, due to the vision and commitment of the CEO Erik Lassche, has been a fundamental partner in our digital journey, especially in regards to customer experience,â says Vilela. âFullSix has helped us shape our strategy, has boosted our digital marketing capabilities, and has helped us develop one of our most valuable digital assets: our Design System. Weâve been transparent with each other, and weâve always had lots of fun. Grupo Ageas Portugal is the only insurer in the valuable FullSix customer portfolio, which for both parties is, at times, both an honour and a Theresponsibility.âmovehasbeen the backbone of Grupo Ageas Portugalâs digital transformation journey â and the biggest challenge of that process has been to meet customer expectations and demands.
There is still a long way to go in terms of data quality, information systems architecture and business processes. However, the biggest opportunity for transformation is not technical or technological: it is cultural. Evolving from legacy systems is critical, but itâs even more 16 www.grupoageas.pt
The organisation has collaborated with several companies on the way to provide a relevant and emotional digital experience, and one of the most significant has been FullSix â an industry digital leader that has been working with Grupo Ageas Portugal for the past nine years.
Partnerships that generate value for all parties and, last but not least, that are relevant from a customer standing point, are always on the horizon.
Grupo Ageas Portugalâs ethos is committed to digitisation, both for its processes and work force â and for the customer. But that doesnât mean the human element will be erased from the process. Instead, more technology will enable staff to concentrate on different aspects of their work. simpler, more relevant customer journeys.
He concludes: âDigital transformation is an opportunity for people to make a difference. Natural or artificial, there is no intelligence without people. At Grupo Ageas Portugal, that's what we believe in.â
www.grupoageas.pt 17 GRUPO AGEAS PORTUGAL
Vilela explains: âIf digital transformation opens a window of opportunity for insurers to continue to create economic value in a consistent and continuous way, it also creates the opportunity to leverage the human factor as a distinctive feature, as well as to be a generator of value, both tangible andâTechnologyintangible. makes it possible to free people from automatable tasks and re-allocate them to human relationships, bringing emotion to the relationship
between client and insurer. Only people are endowed with reason, which underlies ethics. Ethics and reason cannot be synthesised and transferred to machines.â
Praça do PrĂncipe Perfeito, NÂș 2 1990-278 Lisboa âwww.grupoageas.ptPortugal POWERED BY:
