AXA: Bringing an Insurance Proposition to Market

Executive Summary

In 2022, AXA set out to deliver a category-defining proposition for Ireland’s residential retrofit market. The ambition was clear: make green home upgrades simple, safe, and rewarding for homeowners. The concept brought together low-cost finance, a parametric savings guarantee, and access to accredited advisors and tradespeople under a single, digitally enabled offering.

To bring this vision to life, AXA partnered with VISION to lead the design and market readiness of the GoGreen proposition. VISION played a dual role as product design partner and strategic delivery architect. We brought together sector intelligence, market insight, and go-to-market clarity to co-create the proposition and ensure it could move from idea to impact.

The Challenge

Ireland’s retrofit landscape was defined by complexity and hesitation. Despite strong consumer appetite for energy efficiency, the experience was disjointed. Homeowners faced financial barriers, confusing grant systems, and limited trust in providers. The market lacked a joined-up solution.

AXA sought to fill this gap. But the challenge was twofold: design a coherent, customer-led proposition, and ensure the market was genuinely ready to receive it.

That meant more than a value proposition on paper. It required tested engagement, phased capability build, and proof that the infrastructure digital, operational, reputational could deliver.

The VISION Promise

VISION came in as a partner, not just a marketing advisor. We worked with AXA to shape the product logic, orchestrate the delivery system, and sequence the journey to market.

Designing with Depth: We led the co-design of the GoGreen proposition itself. Drawing on our expertise in energy, finance, and digital delivery, we helped craft an integrated offer: a green loan, savings guarantee, trusted retrofit ecosystem, and seamless customer journey designed for action.

Testing in the Real: We developed and executed two live soft launches using low-code infrastructure and targeted digital campaigns. We surfaced what resonated, what converted, and where users dropped off. This informed critical product refinements ahead of national launch.

Framing Readiness as a System: We defined what readiness really meant not just digital UX or media spend, but the alignment of partner capabilities, data architecture, regulatory preparedness, and operational capacity. We built a phased roadmap that enabled GoGreen to scale safely, without compromising integrity.

Results

Our partnership enabled AXA to move GoGreen from ambition to evidence-backed action:

• A functioning MVP launched with tested UX and validated interest
• Product messaging refined through real-time behavioural data
• Phased go-to-market strategy aligned across technical and partner streams
• Internal alignment secured to scale investment and delivery commitment

Most critically, GoGreen didn’t just launch as a product. It landed as a credible new pathway for homeowners, a system-level intervention in a stuck market.

VISION delivered coherence where there was complexity, traction where there was noise, and trust where there was risk.

Whether you’re shaping something new or gearing up to launch, VISION helps bring the right pieces together with focus, structure, and pace.
Email ask@vision.com to turn your vision into velocity.