Nationale Nederlanden Poland is restricted by low insurance penetration, especially among young adults between age 15 and 30. My challenge was to find out how insurance can become relevant for young adults. Through individual user interviews with teens and young adults, I identified how those groups perceive safety, and the moments of change, in which young adults are likely to reconsider their financial and health wellbeing. We learned that the following mindsets are typical for the young consumers in Poland:
- Hyper-performing - a feeling that one needs to exceed in all life areas to succeed
- Making deals - finding creative ways of trading good online, making deals through social media, and selling for more
- Digital identity - being concerned over the digital image and safety of the digital assets
- Ambiguous futures - the future is perceived as uncertain. The thought-through choice of education and job path does not guarantee financial stability.
- Metal health crisis - anxieties, fears, and mental issues are common
- Family-centric values - leaning towards traditional values as a counterbalance to the overall state of uncertainty

Based on the user mindsets, we evaluated how the client’s offer aligns with the user needs and mapped the gaps in the offering. The process led to identifying new opportunity areas for new insurance categories around health and wellbeing, investments, and digital security. Secondly, during a co-creative session with the client that looked at the long-term trends influencing the insurance market and generated ideas for new insurance products. The 29 unique value propositions in 9 categories were evaluated through cross-department surveys and interviews with internal stakeholders.

The process led to the design of a framework for expanding Nationale Nederlanden offer to new categories: wellbeing, health, investments, and digital safety. We also developed value propositions for 13 different insurance products for young adults and teens.