The Cycle

With The Cycle we explored a different way of thinking about life insurance — stepping away from the traditional logic of a financial product perceived as static, distant and hard to feel as your own. We started from a clear idea: if someone is putting money into protecting their future, that money should also be able to generate tangible value in the present. From that premise, we designed an insurer able to return a significant part of the amount paid as a balance redeemable for experiences, combining protection, returns and reward inside a single model.

Our goal wasn't only to offer a policy, but to redesign the emotional and functional relationship between user and insurance. We built an experience where part of the value generated by the invested money came back to the user as usable benefits, creating a much more direct sense of return. Gamification played an important role here — not as a superficial gimmick, but as an interaction layer that helped visualise system performance and reinforce engagement. The insurance stopped being perceived as a passive expense and became a tool with visible impact, closer to the user and more aligned with contemporary consumption habits.

At system level, we used blockchain as the basis to tokenise part of the money and articulate a more flexible model of value redistribution. This technical layer made it possible to design an ecosystem where part of the capital could be reinvested and, from there, generate rewards for users in the form of points or balance redeemable for experiences. Beyond the technology, what interested us was how that infrastructure could sustain a different value proposition inside the insurance sector — one where long-term protection coexisted with immediate incentives, making the product more attractive, more understandable and more aligned with a generation used to dynamic platforms and continuous reward models.

Overall, The Cycle was a strategic design exercise at the intersection of fintech, insurance and user experience. Beyond rethinking the interface of an insurance product, we wanted to question its customer-relationship model and open the door to something more participatory, more transparent and with greater capacity to generate perceived value. The project explored how concepts like tokenisation, returns and rewards could translate into a more human and more relevant experience — transforming a typically distant product into something the user could interact with, understand and benefit from in a much more direct way.

Role

Product Manager

Year

2022

Tags

Blockchain, Fintech, Insurance, Product Lead