Case study Allianz
Rethinking Tone of Voice for Allianz Direct
Project Overview
Implementing an informal and playful tone of voice might not seem revolutionary on the surface, but for a traditionally conservative industry like insurance, especially in Germany, it’s quite groundbreaking. Allianz, a long-established brand in a century-old industry, decided it was time to evolve to meet the expectations of a new, digitally native generation. My role as a UX Writer and Brand Voice Specialist was to develop Allianz Direct’s brand voice, embracing a conversational, informal approach that would make insurance feel accessible and relatable to everyone—an initiative that was almost revolutionary for the German market.
Objective
The key objective was to make Allianz Direct’s brand voice more relatable and to reflect the communication style of the newer generations who have grown up in an increasingly digital and connected world. We needed to build an emotional connection with potential customers by adapting the way we spoke to be more like how they communicate with friends: informal, lighthearted, and easy to understand. This change aimed to help Allianz stand out from competitors and foster trust, empathy, and approachability.
Challenge
The primary challenge was navigating the deeply ingrained formal tone of the German insurance industry. Allianz’s roots in Germany, where tradition and formalities are emphasized—particularly in language—made it challenging to introduce a new style. German brands typically use the formal “Sie” pronoun, and crafting concise messages in German also proved difficult due to the language’s tendency towards long, complex sentences and words. In an industry not known for its friendliness, we also had to fight against a generally negative perception of insurance companies as inaccessible and overly complicated.
Research and Empathy
We began by deeply understanding how people felt about insurance. The majority of people saw insurance as a series of confusing documents, dry terms and conditions, and men in suits talking down to them. We knew we needed a radical shift—an informal, natural language that would resonate with customers and make them feel at ease. The first step involved qualitative research, such as “street interviews” in Amsterdam, Munich, Madrid, and Milan, where we spoke to people in their homes and gathered insights about how they viewed insurance.
Define the Direction
Today’s customers expect everything at their fingertips—they want what they want when they want it. For Allianz, this meant offering instant, clear, and friendly communication throughout every interaction. The goal was to make insurance as straightforward as chatting with a friend, so the language had to reflect that level of simplicity, immediacy, and ease. Insurance, after all, should fit seamlessly into their busy lives.
Ideation and Voice Development
To inform the new tone, we conducted a competitive audit to see what other brands were doing well. The ones that caught our attention were brands like Lemonade, Oscar, and N26, which used conversational, authentic language that felt personal and transparent. We also took inspiration from playful brands like Slack, MailChimp, and Oatly, which had mastered the art of witty, conversational messaging. We knew we needed something similar—a blend of natural language, empathy, and just enough wit to humanize Allianz without compromising professionalism.
Writing and Testing
The new Allianz voice was developed to reflect four main components: Voice, Tone, Language, and Rhythm. We crafted core brand characteristics that defined our new voice—approachable, empathetic, and transparent.
Tone had to be adaptable; depending on the situation, the voice would shift along a tone spectrum from witty to concerned. This meant that, for moments of joy, we could be playful, while during stressful moments—like after an accident—we needed to strike a balance between empathy and efficiency.
Results
The new tone of voice brought Allianz Direct closer to its audience, especially among younger, digitally-savvy generations. Surveys showed a significant uptick in customer satisfaction and trust, especially regarding clarity and relatability. The informal language not only set Allianz Direct apart from other traditional competitors but also helped demystify insurance, making it feel accessible. Allianz Direct in Germany also reported a reduction in customer service inquiries related to basic insurance questions, demonstrating that our simplified, conversational copy improved comprehension.
A short, humorous promotional video was also released to showcase this new language style.
Reflection
This project highlighted the power of a well-crafted brand voice in humanizing a traditionally dry industry. By rethinking Allianz Direct's tone of voice, we bridged the gap between an established insurance giant and the new generation of consumers who demand transparency, accessibility, and simplicity. Ultimately, creating a more conversational and empathetic tone helped Allianz Direct break away from stereotypes, becoming a brand that customers could understand, relate to, and even appreciate. This transformation wasn’t just about words—it was about reimagining how a company could engage with its customers on a personal level.
The case study demonstrates how UX writing and a thoughtfully crafted brand voice can not only simplify complex services but also foster trust and loyalty, even in industries as traditionally staid as insurance.