Security First Insurance increased online payments by 140 percent with a new application that includes contextually relevant hurricane tools and also delivered a 35 percent increase in lead generation.

The app, which was built on the IBM MobileFirst platform, generates an insurance quote in under three minutes using the Instant Quote feature. The Florida-based insurance company also saw a 195 percent increase in new users from the app, which includes an interactive Storm Center enabling users to plot their location on a map, tracking the location of a moving storm against their location and share personalized storm updates via social media.

“One of the most unique features of the app is the interactive Storm Center, which enables all users to plot their location on the map, track the location of a moving storm against their location and share personalized storm updates via social media,” said Marissa Buckley, vice president of marketing at Security First Insurance.

“This is a creative way to cultivate brand loyalty, make the app relevant to all Floridians and put critical, relevant storm information and preparedness tools directly in the hands of users,” she said.

Security First Insurance partnered with PointSource and IBM Premier Business Partner to develop the app.

Value-added experiences
The Security First app was designed to streamline interactions for consumers and prospects. The goal is to enhance the customer experience, recognizing that successful apps have been shown to drive mcommerce revenue and increase customer loyalty.

Users can get personalized insurance quotes in under three minutes as well as navigate and manage their accounts.

The interactive Storm Center is available to all users, not just customers. By leveraging weather and location-based insights, Security First Insurance is able to put critical, relevant storm information and preparedness tools in the hands of Floridians while cultivating loyalty for the brand.

Such contextually relevant insights can help create a more valuable mobile experience that brings users back to an app again and again.

Being prepared
The hurricane tracker also shows shelters and evacuation routes. Other resources include a preparedness guide, supply checklist and emergency information.

Customers can make payments, view payment history and set notifications. Users can also report a claim, upload photos of the damage from their mobile device and check the status of an existing claim.

Additionally, users can view policy information, enroll in the company’s paperless program and, after a major storm, get directions to a mobile recovery unit.

“There is a real skill set in developing mobile applications and understanding the customer experience,” Ms. Buckley said. “Leveraging the IBM MobileFirst platform gives us the flexibility and speed we need to get updates into the market faster and make changes to the app in a way that maintains a seamless user experience for our customers.

“The speed and flexibility provided by the IBM MobileFirst platform enables us to learn from and adapt to the changing needs of our customers – which is key to staying relevant in the competitive business environment,” she said.