Disonancias

Activity

Seguros Lagun Aro is an insurance company belonging to the MONDRAGON (www.mcc.es) cooperative group. It is jointly owned by the banking body Caja Laboral/Euskadiko Kutxa and the MCC cooperative friendly society, Lagun Aro.

During these 26 years of experience, Lagun Aro has concentrated principally on the family economy sector offering a complete portfolio of insurance solutions. In addition, and also as a priority sector, it works for the self-employed community, providing solutions for microcompanies.

Lagun Aro possesses a multichannel distribution network: its own commercial network (direct call), a banking network via Caja Laboral, mediation and telephone network/internet.

Unit in which the activity will be developed

The project which will be developed within the DISONANCIAS framework falls within the commercial environment. The commercial network employs 300 people, roughly two thirds of the company’s total workforce. To carry out the project, a multidisciplinary team will be created in which, in addition to staff from the commercial field, representatives from the technical team, marketing and innovation will participate.

Team involved in the project

11 people will intervene directly in the project:

• 6 from the commercial field. From branch directors to commercial management committees. Their graduate background is varied, taking in economics, law and marketing
• 2 from the marketing department, specialising in journalism and marketing
• 3 from the technical and innovation department, with responsibility in the running of product departments. They are economists and/or actuaries

The head of the project will be the responsible for Lagun Aro Insurance Innovation.

Investigation to be carried out

The idea is to research into new businesses and business models for thei own commercial insurance distribution network (street level office network).

In the insurance world there basically exist 2 commercial networks: mediators and bank-insurance. The former are insurance product distributors that work with different bodies.

From its beginnings, Lagun Aro has had its own distribution channel. This sets it apart from other insurance companies and, with their accumulated experience, they can say that it has brought them most of their present clients. It is a portfolio that is based on a high degree of loyalty and the good behaviour of the insurance product.

Through this research, Lagun Aro wishes to explore new businesses that can be compatible with its own network: there are 100 street level offices in central areas of the most important towns of the CAPV and Navarre, open from Monday to Friday and run by people from the company. What else can be offered via this network? What new businesses can be added to those they already have?

Type of exploitation of result

Option B: “the exploitation rights (production and marketing) fall to Seguros Lagun Aro; nevertheless, the company remunerates the artist at a fixed price, in accordance with amounts to be negotiated between the two parties concerned”.

Location and web page

Bilbao (Bizkaia). www.seguroslagunaro.com