Design Distribution Around People, Not Just Products

Most insurance distribution strategies start with the product and force-fit it into a customer journey. But human-centered design reminds us: real traction happens when we reverse that approach—start with the person, understand the moment, then design accordingly.

At Covredge, we use the design loop—observation, ideation, prototyping, feedback, iteration, and implementation—as a lens for building embedded insurance. Instead of broad segments, we focus on behavioral personas and life triggers. A micro product might hook a first-time loan customer. A sticky product can reward loyalty and build retention. A high-value product, backed by AI and usage data, grows naturally from trust and fit.

The real breakthrough? Knowing that your "sticky" product might be someone else's "entry point." Personas aren't static—they evolve. And if your distribution doesn't evolve with them, you'll lose relevance fast.

So the question isn't "What product should we offer next?"

It's "What does the customer need now—and how do we meet them where they are?"

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