What is something "everyone knows, yet everyone doesn't know"? It's a riddle that could be posed. Generally, automobile insurance is understood as something "important to have" and "preferable not to use," with interest focused solely on coverage. Is that the common perception?

However, the automobile insurance "&e" launched in November last year by e design Insurance Co., Ltd. (hereinafter "e design") seems to have a completely reversed concept from existing insurance.&eIt is designed with the ideal of "creating a society free from accidents" by actively engaging in customers' car lifestyles. The reason this seemingly grand objective doesn't feel far-fetched is the mechanism that incorporates entertainment alongside the accumulation, management, and analysis of data using digital technology, making it part of daily life. We asked Mr. Fujita, the development lead for &e and a director at e design, about this entirely new automobile insurance.

When you sign up for "&e", you'll receive something about the size of a 3cm square chocolate bar. This is a sensor, and the presence of this small sensor is what makes "&e" entirely different from conventional insurance.

"For traditional automobile insurance, the touchpoints with customers are almost non-existent unless there's an accident or breakdown, for many people. The planning started with a question about this reality of insurance utilization. How can insurance companies more actively engage in customers' car lifestyles? That was the very beginning."

"This white block is an IoT sensor equipped with a 3-axis G-sensor. It constantly connects "&e" with the customer and becomes a 'partner' that accumulates information," says Mr. Fujita.

The procedure is explained on the website, but the sensor is battery-powered and requires no wiring or installation effort. Customers simply attach the sensor to the center console and pair it with the dedicated application downloaded to their smartphone. This allows the sensor and app to continuously monitor their driving.

Through the連携 of the sensor and application, it visualizes data such as the routes taken, as well as instances of sudden acceleration, braking, or sharp turns in the form of a "Trip Report." Furthermore, driving is scored, and safe driving earns heart points that can be exchanged for coffee and other rewards. It's appealing because it doesn't just encourage safe driving or collect data; it adds an element of gamification without being pushy.

"For example, you can share driving data with family members living far away using the friend function. Accidents involving elderly drivers are a concern, but instead of a binary choice of driving or not driving, we hope it can be used to foster communication and safety awareness across distances by having mutual awareness that they are 'driving safely and well' and that 'someone is watching.' I also have elderly parents, and I'm looking forward to the communication it enables with "&e."

Furthermore, the IoT sensor records more than just driving data. In the event of a strong impact, such as an accident, it retains driving data for several seconds before and after. Upon detecting an impact, accident reporting is possible with a single tap via push notification, 24/7, 365 days a year, and it even provides on-site navigation for arranging ambulances and police through the web. The accident handler can also review the accident data, understanding the location, speed, and direction of the impact, which is invaluable for a swift resolution after the accident. While e design Insurance is known for its post-accident support, there was no service that provided support based on the understanding of the situation immediately before and after the accident. There seem to be many more "good things" that can be achieved with sensors and applications...

While e design Insurance is known for its post-accident support, there was no service that provided support based on the understanding of the situation immediately before and after the accident. There seem to be many more "good things" that can be achieved with sensors and applications...

"Yes, as you say, we believe "&e" has significant potential for expansion. As introduced on our website, by adding regional bus and taxi driving data to the customer data accumulated by "&e," it may be possible to analyze where accidents are more likely to occur in the city. For example, while wearable devices are equipped with heart rate and blood pressure monitors, if personal health data could be shared with driving data, some accidents might be preventable in advance. Of course, by linking with in-car cameras and IoT sensors installed in automobiles, more accurate information can be obtained. I believe the possibilities are endless."

The space where we conducted the interview (within Tokio Marine & Nichido in Ginza) also has a free atmosphere, unimaginable from the typical image of an insurance company. This also reflects e design Insurance's stance on the future of automobile insurance. When we asked Mr. Fujita about this, his response was as expected.

"It's a space used by Tokio Marine Group employees and partner companies as a hub for DX promotion and innovation creation. It was designed with the intention of transforming it from a conventional, formal customer service space into an environment for exchanging creative ideas. In fact, more than half of the development team for "&e" consists of members who do not have a background in the insurance industry. This is based on the idea that a completely different perspective is needed to create products that are customer-centric and future-oriented."

It is said that society is moving towards a future of co-creation in all aspects, including SDGs. Furthermore, the automotive industry is entering an era where new forms of mobility society, such as CASE and MaaS, must be explored. In this context, "&e", which re-examines the role of insurance, utilizes the latest digital and insurtech technologies, and collaborates with various industries under the ideal of "co-creating a world without accidents with our customers," appears innovative in its very approach.

"e design Insurance has a proud history of developing new services by responding to post-accident situations and gathering a wide range of customer feedback. We have also been pursuing DX initiatives from a very early stage. To experience this firsthand, please start by accessing the "quote screen". I believe you will appreciate its ease of use."

Kenichi Fujita (Director, CX Promotion Department, e design Insurance Co., Ltd.)
1993: Joined Tokio Marine & Fire Insurance Co., Ltd. (now Tokio Marine & Nichido Fire Insurance Co., Ltd.).
After roles in the development, sales, claims service, product development, corporate planning, and sales branch management of "Super Business Insurance" (integrated corporate insurance), he was appointed Director and Head of the Marketing Department (now CX Promotion Department) at e design Insurance Co., Ltd. in April 2019. He is responsible for the product development and promotion of "&e."