New conversational platform for a.s.r.

a.s.r. introduces a new and improved conversational platform. Instead of asking the visitor to navigate through all kinds of company information; the website puts one simple question at the centre: ‘How may I help you’.

Studio Dumbar was asked to develop an online concept that would reflect the motto of a.s.r.:  ‘helping by acting’.  In close cooperation a.s.r. and Studio Dumbar developed a clean and easy-to-use website revolving around a smart chat bot, the first of its kind in the Netherlands.

Key point in the whole process was to drastically strip away all complex navigation and inside-out-information that normally dominate a company website. By simply asking “how may I help you”, the website completely focuses on the specific need of an individual client. The bot, developed by Live Presence, will continuously learn and improve based on the feed of new questions. 

a.s.r. is one of the biggest and oldest Dutch insurance companies and works closely with a network of independent financial advisors. When it comes to actually buying a product from a.s.r., the visitors are directed to one of the advisors for an appointment. 

To stress the importance of the advisors and give the homepage a warmer feeling, we asked photographer Ivo van der Bent to portray a selection of the advisors in a personal way, in their own office. 

Overall, Studio Dumbar was responsible for the concept, interaction and visual design of the website. However, building the site to go live was a massive joint effort with the whole of a.s.r. in several scrum teams. Like any online platform, there will be a continuous cycle of new insights, ambitions and improvements. A number of new features is already being planned, such as connecting the chat directly to the independent advisors.

Talk to the chatbot (Dutch only):

Questions: Wouter Dirks, online strategy,