Case studyPension balances personalized for policyholders.
Türkiye Sigorta runs personalized interactive video inside its own app: a pension balance, a contribution gap, a health-cover quote and a birthday, each one built from the policyholder's own data.
- Insurance / Pensions
- Turkey
- OmmaVQ
- Aug 2025 – Aug 2026
- 190,000+
- people reached across four videos
- 160,000+
- people opened their own pension balance
- 302,313
- videos played
- 96.5%
- of players finished the pension video
Four different conversations.
A pension balance, a contribution gap, a health-cover quote, a birthday. Four different jobs inside one insurer's app, and every one of them about figures that belong to one person and to nobody else.
Personal financial information is the hardest kind to communicate at scale. It has to be correct and legible to somebody who is not an actuary, and it has to arrive with something the reader can act on, or it is just a number on a screen. Writing one of those is a design job. Generating hundreds of thousands, each with a different balance and a different shortfall, is a production job.
What had to be true
- 1
Every figure personal
The balance on screen had to be that person's balance and the gap had to be their gap. A segment average would not do the job.
- 2
The next step inside the moment
Showing somebody a shortfall is only useful if they can close it there and then, without being sent somewhere else to do it.
- 3
Different jobs, one production line
A pension summary, a top-up nudge, a health quote and a birthday note are four different pieces of content. Building four separate systems to make them was not an option.
- 4
Measurement inside the content
Send counts prove nothing. The tracking had to show whether a video was opened, watched through and acted on.
One video per person, assembled from their own policy data.
Türkiye Sigorta runs OmmaVQ inside its own app. Each piece of content is a flow that takes a policyholder's data and builds them a video scene by scene, with the branches and the figures resolved at play time.
Every flow starts the same way, with a branch on the length of the viewer's name so the opening title card fits the person it is addressed to. After that they diverge as far as the content needs. The pension summary runs four scenes; the health-cover quote assembles up to thirteen benefit modules, depending on what that person's cover includes. An AI voice track is synthesised for the individual viewer at play time, so the figures people hear are their own. Interactions come back as structured events, so a CTA tap inside a video is measured the same way a completion is.
The four videos
- 1
Pension balance & forecast
Shows what somebody has built up, over how long, and where it is heading, then routes into the top-up screen. 8,223 of its viewers went on to watch the top-up video as well.
- 2
Contribution-gap nudge
Puts a figure on the shortfall between what somebody contributes and what they could, says what closing it would be worth, and takes the payment from inside the video.
- 3
Modular health-cover quote
Assembles a personalized complementary-health quote from up to thirteen benefit packages (surgery, maternity, dental, vision, physiotherapy, online GP, psychologist, dietitian, check-up), each branching into its own scene variant.
- 4
Birthday & policy recap
Branches on how many policies the person holds, thanks them for each one, and closes with offers from five partner brands.
They watched to the end, and acted on it.
A video built from somebody's own balance behaves differently from a campaign. People finish it, and they use the offer inside.
The outcomes
- 1
279,879 completed views
92.6% of every video played ran to the end, and on the pension balance it was 96.5% of players.
- 2
Two in three asked to see their health quote
66.7% of TSS players tapped through to review their personalized offer, and 33.8% engaged the pay-now CTA on the contribution video.
- 3
49,307 in-video CTA engagements
Top-up payments, quote requests and partner offers, every one of them tapped inside the video itself rather than on a page afterwards.
- 4
92.3% heard their own numbers spoken
On Katkı Payı, almost every player got an AI voice track synthesised for them at play time, out of 50,000+ across the four videos.
Four videos, each built from one policyholder's own figures. More than 190,000 people opened one, and 49,307 in-video taps followed.
The Türkiye Sigorta × OmmaVQ program, August 2025 – August 2026
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