Case Study
UNIQA: Improving customer engagement in insurance with messaging tools
A tradition of trust, reimagined for the digital era
UNIQA Group is one of Europe’s leading insurance companies, with €7.8 billion in premiums written, €442 million in earnings before tax, operations across 14 countries, and a customer base of over 17 million. With roots stretching back more than 200 years, UNIQA has always been built on trust and personal relationships.
But in today’s digital-first environment, maintaining that personal connection requires new tools and channels. To strengthen customer engagement in insurance, UNIQA embarked on a transformation journey to bring communication between agents and customers into the digital age.
At Unblu Impact Day 2025, Franz Glück, Product Owner at UNIQA, took to the stage to discuss how they did this.
The challenge: Modernizing agent-customer communication
Like many traditional insurers, UNIQA’s sales model has always been regionally focused and relationship-driven. Roughly one-third of its agents are directly employed, while the remainder are long-term partners working in larger teams.
However, several challenges emerged as UNIQA sought to scale its customer engagement digitally:
UNIQA Messenger powered by Unblu
Video Chapter 2: UNIQA Messenger
To address these challenges, UNIQA integrated Unblu’s Secure Messenger into its digital ecosystem in 2020, launching the UNIQA Messenger, a fully branded messaging solution embedded within the “My UNIQA” app and web portal.
Initially rolled out for customer service, UNIQA Messenger quickly proved popular, with usage doubling between 2023 and 2024. Encouraged by the response, UNIQA extended the tool to sales advisors, enabling customers to chat directly with their agents for personalized advice and support.
Video Chapter 3: Inbound Use Case
Franz Glück, who leads the initiative, explains:
Building momentum: Rollout and agent adoption
The first year focused on research and pilot programs. Early adopters among UNIQA’s regional agents helped refine the experience, from adjusting terminology (“archive” instead of “close” for conversations) to streamlining workflows that fit insurance sales cycles.
By 2024, the national rollout in Austria was underway, giving all sales agents access to the Messenger. Pre-built templates and ongoing conversation threads allowed agents to maintain meaningful dialogues with customers, driving retention and engagement.
They got “great feedback from the sales agents,” says Glück. “They saw right away that it made their work more efficient and customers more satisfied.”
Expanding use cases: From outbound to AI
As adoption grew, UNIQA explored additional use cases:
These developments are helping UNIQA move toward a truly hybrid model of insurance engagement, combining the warmth of personal relationships with the efficiency of digital tools.
Video Chapter 4: Customer journey as it is today
Looking ahead
In 2025, UNIQA plans to expand Messenger capabilities even further, including mobile features for agents on the go, allowing them to search for customers, start conversations, and manage communication directly from their phones.
The result is a fully connected experience that strengthens customer loyalty and modernizes the way insurance relationships are managed.
“For us, the messenger was never just a web application,” says Glück. “It’s the next step in how we build trust and engagement in a digital world.”
Key results so far
“Great feedback from our sales agents – customers love having an easy, secure way to reach us.”
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