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All of a customer’s details are entered into Gjensidige’s S2000 mainframe system, which crunches through the numbers and risk analysis in the actuarial tables to produce an insurance offer. Management said that it was the most brilliant system in the insurance industry in Norway. S2000 is very flexible, which means salespeople can manipulate more parameters than Gjensidige’s competitors, but salespeople did not see an advantage in this flexibility. It was too hidden, and in their conversations with customers, the salespeople realized they did not need this flexibility.

Such a flexible system also has the overhead of being more complicated. For instance, a customer could not have a house and a car bundled up in one insurance product. This made it more difficult to create a joined-up experience for the customer.