Our «Simply Safe» Strategy

Our «Simply Safe» Strategy

What is the thinking behind the Simply Safe strategy?

What is the thinking behind the Simply Safe strategy?

Baloise is launching its new strategy and its targets up to 2021 under the banner of Simply Safe. Against a backdrop of changing conditions in the insurance sector, Baloise is thus evolving into an innovative provider of solutions that is expanding its core business and extending it beyond traditional insurance. Customer focus is at the core of the new strategy. But it’s not just about covering and insuring risks; it’s about addressing the wider needs of customers in a changing society. In 2017 the Company is beginning its journey towards future growth with this clear perspective and with three simple yet ambitious objectives.

Portrait Carole Arendt

Your Local Guide

Carole Arendt

has been in charge of Communications at Bâloise Assurances Luxembourg since 2013.


What does Baloise understand by ‘customer focus’?

The central parts of this strategy are our strong core business and the unique corporate culture that exists among the 7,300 Baloise employees. Baloise aims to establish an agile corporate culture in which its employees, on a daily basis, see the world through the eyes of the customer. The idea is to develop services and solutions that go beyond the traditional insurance business.

What is the basic idea behind this new focus on customers?

The new strategy is in line with principles of corporate responsibility and sustainable business management, an approach that Baloise has pursued for a number of years now. The new focus on the customer goes beyond that of a traditional service provider. For this reason, greater importance needs to be attached to the society in which the customers – but also Baloise as a Company – exist. Baloise believes that this new strategy will bolster its efforts to make further improvements in the area of sustainable business management.

What is Baloise aiming for?

By 2021, through its Simply Safe strategy, Baloise wants to have become the no. 1 choice for people who just want to feel safe. At the same time, it is conscious that a bright future needs a solid past on which to build. Baloise’s new strategic ambitions are based on its excellent track record over the past decade, with one of the most profitable non-life portfolios in Europe, a strong position in core markets, cutting-edge IT systems and digital processes, and forward-looking capital management and risk management.

Baloise's three targets for 2021:


Baloise wants to become the first choice for people who want to feel ‘simply safe’. An even stronger focus on customer needs, tailored omnichannel communication and innovative products and services in the areas of insurance, assistance and pensions will help Baloise to attract an additional one million customers by 2021. This would represent an increase of 30 per cent on 2016.


The workforce is key to implementing the new corporate strategy. That is why Baloise wants to become an employer of choice in its industry. Progress will be measured by a performance indicator that will be published annually from 2017.


Thanks to sustained improvements in profitability in its business in Germany, its life business and its banking business, as well as innovative products and services such as the mobile insurer ‘Friday’, Baloise’s intention is to see cash of CHF 2 billion flow into Bâloise Holding between now and 2021. This benefits shareholders directly because Baloise will continue to pursue its attractive dividend policy and will repurchase up to three million treasury shares. Indirectly, shareholders will benefit from targeted capital investment in new strategic projects that will generate additional profits in existing and new areas of business.

The journey continues


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