This project addresses the rising importance of mental health among students and explores how VIG can position itself as a proactive, socially responsible insurer through a scalable digital solution. Based on extensive research and market analysis, the result is an implementation-ready app called MINDy - a tool designed to strengthen psychological well-being, build long-term customer relationships, and reinforce VIG’s strategic presence in Central and Eastern Europe. The project combines strategic foresight with tangible social impact and business value.

Goal

The goal of this project was to develop a scalable, socially impactful solution that positions VIG as a trusted mental health partner for young people across Austria and the CEE region. With mental well-being becoming a growing concern - especially among students - VIG has the opportunity to reduce stigma, create meaningful value, and build long-term customer relationships at a pivotal life stage.

Methodology

To identify a viable solution, a mixed-methods research design was applied, combining quantitative surveys with students and qualitative interviews with VIG subsidiaries and mental health experts. These insights informed the development of a user-centered intervention that is both feasible and scalable. In addition, extensive secondary research and a regional cluster analysis were conducted to evaluate digital readiness, stigma levels, and mental health infrastructure across VIG’s CEE markets. The process was further supported by a market development projection, competitor analysis, best practice benchmarking, and a weighted score matrix to systematically compare and prioritize potential use cases based on strategic fit, impact, and feasibility.

Results

The outcome of the research is a consolidated, implementation-ready use case: the MINDy app. MINDy is a digital mental health platform designed to engage students through three core features:

• Access to curated educational content that improves psychological resilience.

• Gamified incentives such as cashback for healthy behaviors like meditation or exercise.

• A meetup feature that connects users to local events and builds social support.

These functions create recurring engagement touchpoints, improve mental well-being, and serve as a digital entry point to VIG’s ecosystem. With an addressable market of 4.5 million students across CEE and 53% of students transitioning into their own insurance, even a 1% conversion rate could generate 24,000 new customers.

A key enabler of MINDy´s cost-efficiency and scalability is its partnership-driven implementation model. Especially in the reward system and educational content delivery, external collaborations with fitness providers, or mental health platforms play a central role. This significantly reduces both operational complexity and internal resource needs - while ensuring a high-quality user experience.

MINDy also strengthens VIG’s Corporate Social Responsibility strategy by aligning with Sustainable Development Goal 3 (Good Health and Well-Being) and offering low-barrier access to care. 

Cooperation Partner

• Vienna Insurance Group
  1010 Vienna, Schottenring 30
  Austria
  https://group.vig 

Contact Person

• Yigit Tamer - tamer.yigit@vig.com

• Csendes Zsofia - zsofia.csendes@vig.com

Student Team

• Alexandra Aigner

• Maja Csűrös

• Lena Hopf

• Wenzel Proksch

• Josephine Willner
   

Project Manager

• Melina Mazzucato, M.Sc., M.Sc.

• Caroline Fabian, M.Sc., M.Sc.