The AA

By Caroline Jacobsson

Proposition Creation

Breakdown cover provider and insurer The AA was planning to launch a new mortgage product, and needed a consumer-facing proposition to go to market with.

We developed a strategic proposition for the new product based on insight from customer calls and the outputs of our Idea Accelerator™ workshop run with key stakeholders.

We found that consumers generally make mortgage enquiries based on rate, not realising that lower rates often meant higher fees overall. In a market shouting about rates, rates, rates, we created a proposition based on the better long-term value that mortgages from The AA deliver for their members.

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