Achmea, an insurance and financial services company based in the Netherlands, has a rich history spanning over two centuries since its founding in 1811. As a cooperative organisation, it is not listed on the stock exchange and primarily serves its customers, who are also its key stakeholders. With a workforce of 15,000 employees operating across seven countries, Achmea focuses on creating sustainable value for customers, employees, and society.
Achmea’s corporate brand has undergone significant revitalisation under the new CEO’s directive to transform it from a “boring” and “sleepy” image into a lively and engaging one. This transformation is showcased through various marketing campaigns, including a corporate movie that illustrates Achmea’s integral role in the lives of its 10 million customers. The movie highlights the company’s commitment to being there during crucial moments, providing solutions, and promoting a sense of security and continuity.
The company’s branding efforts are driven by a commitment to sustainable living, encapsulated in the tagline “Sustainable Living, Together”. This purpose is reflected in various initiatives aimed at addressing social issues such as health, mobility, and sustainable living.
Achmea places a strong emphasis on work-life balance, with employees working an average of 34 hours per week and having the flexibility to work both from home and the office. The company fosters a collaborative environment where employees reserve workspace in one of the seven offices, ensuring efficient use of resources.
Achmea’s dedication to sustainability extends beyond its business operations. The company actively engages in social issues through its nine brands, each focusing on different aspects such as health, living, mobility, and income security. For instance, the brand Silver Cross aims to make healthcare more accessible, while Interpolis focuses on reducing traffic accidents through innovative solutions like a driver coaching app.
The brand management strategy at Achmea involves positioning the company as a “lively leader” with a strong emphasis on data-driven insights to offer new perspectives to its customers. The company aims to make sustainable living accessible to all, regardless of financial status, and to contribute positively to societal issues like poverty, loneliness, and mental health.
Achmea’s marketing campaigns are designed to resonate with various audience segments, leveraging detailed demographic data to target specific groups effectively. The company uses a model that identifies different personality types and their preferences, ensuring that its messaging is tailored to the needs and values of its diverse customer base.
One of Achmea’s notable campaigns addresses the “knowing-doing gap,” encouraging people to take actionable steps towards sustainability rather than just talking about it. This campaign includes a commercial that urges Dutch people to “stop talking and start doing,” highlighting Achmea’s initiatives in areas like traffic safety, sustainable living, and employee health.
The company’s reputation score, a key performance indicator, has seen significant improvement from 62 in 2020 to 70, with a long-term goal of reaching 80 by 2030. This progress reflects the positive impact of Achmea’s branding and social initiatives.
Achmea’s transformation into a dynamic and socially responsible brand demonstrates its commitment to both its customers and society. Through strategic marketing, sustainable initiatives, and a focus on long-term value, Achmea continues to build a strong and positive reputation as a leading cooperative insurance and financial services provider in the Netherlands.
