Largest insurance company in Brazil puts the consumer at the center of the innovation process

“It is not enough to just offer quality products and innovative technologies, if the customer’s journey is not inspiring”. It is with this vision in mind that Bradesco Seguros, the largest insurance company in Brazil, decided to place the consumer at the center of the innovation process.

With this user-oriented strategy, the group has developed several initiatives focused on digital transformation. “We are implementing tools in work processes and routines, and highlighting the transformation of the organizational culture with a focus on the customer experience”, explains Fabio Dragone, Digital and Innovation director at Bradesco Seguros Group.

According to the executive, the group increasingly invests in innovation and technology to capture the new consumption patterns, price the products properly, enable new distribution channels and, with that, provide customers with more positive and inspiring experiences.

“We improved the way we work, bringing a vision for the customer’s journey, with research and focus group throughout the development of channels and review of processes. We understand that encouraging a change of mindset tends to generate new ideas, connections and innovation with collaboration, in addition to providing synergy between employees and better results for the consumer ”, says Dragone.

In this digital transformation process, Bradesco also counts on insurtechs as partners of the innovation ecosystem through Habitat, the co-innovation space created to generate business and maximize the company’s results. Currently, about 45 agile cells contribute to the development of structural actions for the construction and interaction on digital channels, in order to develop the implementation of new journeys.

“When we talk about the insurance market, we immediately identify a favorable environment to invest in new challenges related to the digital transformation process. With the arrival of Insurtechs, we found solutions that complement our way of acting, so we allow these startups to adhere to our business models, fostering a much more collaborative and favorable market for the insurance sector ”, he concludes.

Those who want to learn more about Bradesco Seguros’ culture of innovation can participate in CQCS Insurtech & Inovação. For the third consecutive year, the insurance company will be at the most relevant meeting of insurance innovation in Latin America. The event that will take place on June 17 and 18, at the Pro Magno Centro de Eventos, in São Paulo. For more information, visit

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