Product Design
Getting Policyholders to Open Your App More Than Twice a Year
December 15, 2025 · 5 min read
Insurance is a low-frequency product. Notifications, wallet passes and useful moments beat engagement gimmicks.
Meet them outside the app
Apple and Google Wallet passes put the ID card one swipe away without opening anything. Renewal, billing and claim-status pushes bring people back for a reason they already care about.
Earn the notification permission
Ask after the first useful action, explain what you will send, and never use the channel for marketing in the first ninety days.
Design for the forgetful returner
Biometric login, no re-onboarding and a home screen that answers "what do I have and what do I owe" in two seconds is the whole retention strategy.
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