Financial Services

2.3x increase in
click-through rates

By turning app downloads into active users

Bima Central is an insurance management platform that brings all insurance policies – across life, health, and motor – into one place, making it easy for users to manage, update, and stay on top of them.

Creative & Communication

Problem Statement

Bima Central brings life, health, and motor insurance policies into one place – making them easier to manage and update. But, while downloads were strong, actual usage remained low.

The challenge wasn’t getting users in.
It was getting users to interact with the app.

Solution

Instead of driving reminders, we focused on revealing utility.

If users understood what they could do in the app, action would follow.

Concept

Turn insurance management into something that feels quick, useful, and worth doing now. Show that tasks which usually take calls, queues, and paperwork can be done instantly

Audience

40% users with existing insurance policies
who had taken the first step (download),
but hadn’t integrated the app into their routine

Insight

Insurance is treated as a one-time task. Without a trigger, there’s no reason to revisit it
The barrier wasn’t complexity alone – it was the absence of understanding the benefit of the app