The Move-In Companion: How VIG can win NextGen before the first insurance policy

EXECUTIVE SUMMARY 

Traditional insurers interact with customers only at a few critical moments, such as purchasing a policy, adjusting premiums, or filing a claim. These touchpoints are infrequent and often negatively connotated, limiting customer engagement and weakening long-term relationships. At the same time, NextGen customers expect digital services that are intuitive, personalized and provide continuous value throughout their daily lives. This creates a strategic opportunity for Vienna Insurance Group to reposition itself from a reactive insurer to a proactive partner that supports customers beyond insurance. 

This project explored how one of VIG’s austrian subsidiaries, can expand their app into a home management ecosystem that creates frequent, meaningful interactions with young renters. The focus was placed on NextGen, Gen Z and the emerging Generation Alpha, who are entering independent living and face recurring challenges such as managing deposits, utilities, furniture purchases and household services. Rather than competing on insurance products alone, VIG has the opportunity to become relevant earlier in the customer journey by solving practical home-related problems while naturally integrating insurance where it adds value. 

The project identified the move-in phase as the most attractive entry point for building long-term customer relationships. The recommended solution is the Move-In Companion, an integrated service platform within the app that guides users through every step of moving into their first home. By combining financial support alternatives, guidance, partner services and contextual insurance offers within one seamless experience, VIG can increase engagement, strengthen customer loyalty and position itself as an everyday home companion rather than only an insurance provider.  

Goal 

The project aimed to develop an implementable use case that increases customer engagement by integrating valuable home-related services into the app. The objective was to create recurring customer touchpoints while strengthening VIG's long-term customer relationships and cross-selling opportunities. 

Methodology 

The project combined an internal analysis of the app, a best practice analysis of digital platforms and insurers and customer analysis that consisted of desk research and qualitative interviews with Austrian Gen Z renters. Based on these insights, three use cases were developed and evaluated using a weighted scoring matrix. The highest-ranked concept, the Move-In Companion was further refined through a Business Model Canvas. 

Results 

The analysis identified the move-in phase as the strongest opportunity to engage NextGen customers. The proposed Move-In Companion combines a guided move-in checklist, deposit solution, furniture and home service partnerships, rewards and contextual insurance offers within one seamless platform. The concept enables VIG to increase interaction frequency, improve customer loyalty, leverage existing partner ecosystems, and establish relationships with future policyholders before traditional insurance touchpoints occur. By expanding beyond insurance into everyday home management, VIG can differentiate itself and build a scalable platform for long-term customer engagement. 

Cooperation Partner 

• ​​Vienna Insurance Group (VIG) 
  Schottenring 30 
  1010 Vienna 
  Austria​ 

​​Contact Person​ 

• ​​Violetta Martyniuk 
  violetta.martyniuk@vig.com 
  Tamer Yigit 
  tamer.yigit@vig.com 
  ​ 

Student Team 

• Moritz Bevelander 

• Paulina Horvat Zeilhofer 

• Philip Kratochwill 

• Filip Lujic 

• Jacob von Zimmermann  

Project Manager 

• ​​Diana Lauer, M.Sc.  

• ​Melina Mazzucato, M.Sc. (WU), M.Sc. (NOVA)  

• ​Jakob Riener, MA​