The challenges around a safe driving app for MUA
MUA is a regional financial services company committed to providing innovative insurance and financial solutions for communities in Mauritius, across East Africa and the Indian Ocean.
MUA has 100 years of experience in Africa in the field of financial and insurance services and employs 825 people in 30 branches.
The group is dedicated to providing simple, accessible, affordable & empathetic insurance solutions that create a positive impact for society.
Through its strategic plan to create a strong regional identity and culture, on developing the business significantly and on transformation projects, MUA wanted to offer all Mauritians an innovative solution to make their roads safer.
MUA wanted to offer a digital tool, with a driver behavior monitoring app, with the aim of raising awareness of good practices on a large scale. The idea was to have the capability of attributing scores to drivers in a very simple way, rewarding the safest ones, and to acquire and engage new customers.
In addition to rewards, the drivers would also be able to receive coaching tips to improve their skills, save on fuel costs, assess and reduce their carbon footprint. MUA wanted to provide a solution seen as a real safe driving app companion to the community.
The solution: setup of a white label app able to analyze driving behaviors
MUA naturally asked DriveQuant, the expert able to provide the technology in the field of connected insurance and road safety. DriveQuant has configured a white label app in a few weeks. It automatically detects vehicle trips and provides scores around safety, distraction and eco-driving for each trip.
The way it works is very simple: any driver can use the application, with MUA organizing numerous challenges to engage the community and lead them towards safer behavior: smoother and more efficient driving, and discouraging the use of smartphones whilst driving. The best behaviors will be rewarded with gifts such as fuel and shopping vouchers, as well as airtime with the support of partner companies.
MUA will take advantage of this road safety mobile app to coach and develop user loyalty, particularly through in-app automated driving tips
The first outcome: a successful market launch with good feedbacks
4500 registered drivers after few weeks
Through an efficient communication campaign: corporate website, promotional video, social networks…These are relevant figures for a market of this size and a first launch in the field of telematics.
A safe driving app that is well received
Good feedback from users on the concept of the app, on the automatic trip detection and on features related to safety, eco-driving and distraction. More than 4 stars.
Challenges and rewards proposed to users
In-app driving contests with a lot of gifts to win: gifts for the 200 first users downloading the app, gas and shopping vouchers for tap ranked drivers… MUA partnered with local companies to provide these rewards.
