It's a beautiful story, which she tells well. Entrepreneur Marjolein was stricken with cancer. She recovered, but found she lacked the energy to keep her business going. However, together with a business expert, she set up an entirely new initiative. To help realize her dream, Achmea paid the business expert’s fees. There was no obligation for the insurance firm to do so, but they did anyway. This allowed Marjolein to find a new direction and get back to work. Achmea managed to make Marjolein happy - and saved a considerable amount of of money. This ‘out of the box’ thinking benefited everyone.

Achmea has many such stories to tell, which are simply too good to ignore. These stories show the insurance provider’s real value, which can be truly impressive. In 2011 Achmea’s income insurance division commissioned Van Santen Network to develop a concept that would allow them to turn these special stories into proper showcases, specifically targeted at employees. This resulted in the internal platform ‘From policy terms and conditions to added value policies’.

The rest is history. Indeed, history!

This year, we were asked request to renew and expand the platform. Because the added value policy has become part of Achmea culture. Out-of-the-box thinking is no longer an extra, it has become part of employees’ DNA. The notion prevails that customers benefit from humane solutions - and not fine print - in the event of illness, absenteeism or disability.

The new website is quite sensational: a new look and feel, a new design and lots of new stories with greater depth and payoff.

Surprising customer cases.

Clarifying case files in the appropriate context.

Lots of new insights and practical guidelines.

Storytelling is an effective method for getting information across in an inspiring way. Stories have greater impact than numbers. Because there is emotion involved, which  touches people.

Marjolein’s tale brought a tear to our eye.

This is content marketing at its best. Honest stories, open and transparent. This makes the information credible, but highly useful, too.

Each employee can see what Achmea’s unconventional solutions brought to various parties. The ‘added value policy’ homepage is made up of 'tiles' with pictures and text. Behind the tiles lies an inspiring world of content, with beautifully shot videos and clear texts, divided into sections. A powerful search engine allows subjects and stories to be found quickly.

‘Achmea added value policy’ offers sales staff at Achmea and its labels (Avero, Centraal Beheer Achmea, Interpolis and Silver Cross) solid argumentation for convincing new customers. All concerned understand that they should – or rather, must - provide solutions which really have value for customers. Out of the box. Pushing the envelope. After all, you can never offer enough added value.