Signal Iduna’s GenAI Journey: Transforming Insurance from the Inside Out

Signal Iduna, a leading financial services company in Germany, found itself facing a critical dual challenge: an aging workforce and rising customer expectations in a highly competitive post-Covid world. It knew it had to act fast and think differently. Teaming up with BCG, BCG X, and Google Cloud to launch a bold GenAI transformation, it set out not just to solve an operational problem, but to transform the way it serves its customers, and empowers employees.

Tackling one of the company’s most complex areas, health insurance, the company built and deployed an AI-powered service assistant to supercharge its frontline operations, called Co SI Health Insurance Agent. The GenAI service assistant supports frontline agents by surfacing real-time information, reducing handovers, and enabling faster, more confident customer interactions.
But this wasn’t just a technical upgrade, it was a people-first transformation. With a strong emphasis on responsible design, change management, and upskilling, Signal Iduna empowered its employees to embrace new ways of working through phased, thoughtful rollouts, and dedicated upskilling.

And the impact? Customer handovers between customer agents dropped from 27% to just 3%. Net Promoter Score doubled in 2024, showing happier customers. The end results are agents are more engaged, customers more satisfied, and operations more efficient.

Now, Signal Iduna is scaling this agent family across its core business lines, including car and life insurance, and beyond. The company’s vision is to become a fully AI-enabled insurer, where service is seamless, agents are augmented, and transformation begins by empowering people.