The Challenge

WPA sought to expand its market reach and unlock a new revenue stream by introducing a low-cost B2B health insurance product for non-senior employees. This initiative aimed to:

• Increase accessibility to private health cover for a broader workforce.

• Lower the barrier to entry for businesses hesitant to offer private insurance.

• Diversify WPA’s revenue model with a scalable, digital-first product.

• Differentiate WPA in a competitive market by addressing an underserved segment.

The challenge was to determine whether this offering was commercially viable, how it could achieve product-market fit, and what was required to build and deliver the right digital solution.

The Approach

We led a discovery phase, combining strategic research with validation exercises to de-risk the proposition. This included:

🔍 Market & Competitor Analysis – Mapping opportunities, threats, and whitespace in the sector.
👥 User & Stakeholder Research – Engaging with HR leaders and potential customers to test demand.
📊 Business Model Validation – Identifying key pricing, adoption, and engagement levers.
🚀 Rapid Prototyping & Testing – Exploring digital product concepts to define an MVP with the best chance of success.

The Solution

The discovery phase revealed that for this product to succeed, the digital experience needed to be "sticky"—driving adoption, engagement, and ongoing value perception. We designed and built a seamless, employer-led digital platform that focused on:

✅ Effortless Employer & Employee Onboarding
Instead of relying on individual employee sign-ups, we streamlined bulk employer enrollments, significantly reducing friction. This lowered barriers to adoption while ensuring immediate value for businesses.

✅ Personalised Health Benefits & Engagement
A key driver of retention was ensuring employees perceived continuous value from their coverage. We introduced adaptive health benefits, where employees could access preventative health services, wellness resources, and claims tracking, even if they weren’t actively making claims.

✅ Proactive Value Messaging & Data Insights
To maintain engagement, we built automated insights and notifications that reinforced the benefits of coverage. Employers received impact data on how private health insurance improved retention and productivity, while employees were nudged with personalised health prompts to encourage usage.

✅ Frictionless Claims & Support
A poor claims process can be a major churn driver. We designed an intuitive claims interface, reducing admin burden for businesses and improving employee experience. Self-service tools allowed real-time tracking and simple documentation uploads, eliminating common frustrations.

The Impact

🏆 Validated Market Fit – Confidence in demand, pricing, and positioning before investment.
💡 Faster Time-to-Market – Agile methodology enabled rapid iteration and launch.
📈 New Revenue Channel – Opened a scalable growth opportunity for WPA.
📊 Higher Retention & Engagement – The sticky digital experience ensured employees and employers saw continuous value, reducing churn risk.

By combining strategic discovery with a retention-focused digital platform, WPA successfully launched a product that expands its addressable market, drives engagement, and ensures long-term viability in the private health insurance space.