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Know which plan customers will sign up for.
Test new products, plan structures and premiums before actuarial, IT and sales are committed. With real sign-up decisions, as a complement to your market research.
Dental work without high out-of-pocket costs.
€17.90 / month
Sign up nowComfort achieves the highest sign-up intent.
Customers sign up in their familiar online environment
The blind window
Budget flows into new plans before a single customer has signed up.
Actuarial, IT and sales are committed in the first year. Whether customers actually sign up for the plan often only becomes clear after launch. A test before pricing brings this signal forward.
Schematic timeline.
Case · Insurance
A partnership, tested against real purchase intent.
ALH Gruppe wanted to know whether dental insurance bundled with a Philips product convinces more customers than without it, and at what price. Tested via Google search ads.
3,828
people in the test
9 days
in field
3
variants
Variants tested
Variant 1 · Price 1 with Philips product
Partner offer at the entry price
Variant 2 · Price 1 without partner
Control variant
Variant 3 · Price 2 without partner
Higher price
Purchase intent and cost per purchase intent for each variant formed the basis for the decision on the partnership.
Use cases
Where insurers decide with Horizon.
Wherever actuarial, IT and sales invest significant effort before the first customer signs up.
01
New products
Is there enough demand for a new product before it is priced and built?
02
Plan structure
Basic, Comfort, Premium or modules: which structure do customers choose?
03
Premium level
Which premium do customers accept when signing up, and where does demand drop off?
04
Benefits
Which benefit justifies the surcharge, and which is not chosen?
05
Target groups
Which target group signs up first, and with which offer?
06
Online sign-up
How does your offer perform where customers compare and sign up today?
Customer voices
Why insurers test product ideas at the point of sign-up.
New plans and products tie up actuarial, IT and sales long before the first customer signs up. In the video, Horizon customers, mainly from insurance, explain why they therefore test product ideas against actual sign-up behaviour rather than opinions.
Video · 1:54 · German
0:09
New products were often conceived from inside the company, too little from the customer perspective.
0:25
That costs time to market and increases the risk that a product does not fit the target group.
0:43
Until now there was opinion-based market research. What was missing was actual purchase behaviour.
0:56
In the test, customers see a realistic offer for a product that does not exist yet.
1:36
The tests are embedded in strategic support: how well do new products fit your own target groups?
With voices of Horizon customers from insurance, retail and consumer goods.
How a test works
Around four weeks from question to decision.
Your effort: a briefing, plan and benefit details and four short meetings. The Horizon team takes care of the rest.
Week 1
Question and variants
You bring the question from your department, we sharpen it and define up to six variants.
Week 2
Ads and offer pages
Horizon builds realistic ads and offer pages, with your brand or a brand developed specifically for the test.
Week 3
7 days in field
Your target group sees the offer in their familiar online environment and decides. You follow everything live.
Week 4
Result and data analysis
Purchase or sign-up intent per variant, statistically validated, as a data analysis for your decision.
To take away
What a plan test for insurers looks like.
This is what a Horizon results report looks like: question, variants, sign-up intent and data analysis on just a few pages. Ready to share with product, actuarial and the board.
Plan test dental insurance
alvara · example
+78%
B versus A
46%
cite reimbursement as the reason
Comfort achieves the highest sign-up intent.
Example values
FAQ
Frequently asked questions.
Does this also work for products sold through intermediaries?
Yes. The test measures the decision for the offer itself. Even if the sign-up later runs through intermediaries, the test shows which variant customers prefer and which premium holds.
Can add-on modules for existing plans be tested too?
Yes. Modules, benefit extensions and upgrades are typical variants. The test shows whether customers choose the module and at what surcharge.
Does the test have to run under our brand?
No. You test with your brand or a brand developed specifically for the test. Horizon provides the imprint and privacy policy. This way you do not have to reveal early that you are testing a new proposition.
How is the test approved internally?
Once. Legal, data protection and procurement align in parallel with the first test design, and not again for every single test. Horizon provides the imprint and privacy policy for the test pages, and nothing is sold.
Let's talk about your next decision.
You bring your plan question, we sketch a possible test design. No preparation needed on your side.
You will speak with Daniel Putsche
Founder & CEO, 30 minutes
Read more