The insurer that stopped selling cover and started preventing the claim: what Suncorp Insurance actually did
Suncorp built a multi-year resilience platform called Haven instead of a product campaign. It constructed a physical prototype house engineered to survive extreme weather, retrofitted real homes in Rockhampton with practical upgrades like ember guards and cyclone mesh screens, launched a public digital tool so any Australian could assess their home's climate risk and get tailored advice, partnered with the SES on community education, and lobbied government for stronger building codes and infrastructure funding.
The tension it resolves
An insurer profits when disasters happen, which makes its advice to prevent them feel self-serving. Suncorp dissolved that tension by turning its proprietary claims data into a free public service with no purchase required.
The challenge it solved for Suncorp Insurance: How does an insurance brand grow market share in a category defined by distrust, when the product only proves its value after something terrible has already happened?
The mechanism
A brand uses its proprietary data and operational expertise to create a genuinely useful public infrastructure tool, making the category's hidden cost visible and positioning itself as the only party qualified to help reduce it.
The proof
Platform: Haven, Leo Australia, 2021 to 2026. Home insurance market share rose from 13.4% to 15.8%. Government committed an additional $2.6bn in resilience funding after Suncorp's advocacy. 323,186 platform visits, 223% over target. 79% of users intended to improve home resilience. NPS moved 5.4 to 10.2. Viewers 21% more likely to seek a Suncorp quote. MROI +238%. $402m customer lifetime value. Cannes Lions 2026 Dan Wieden Titanium Grand Prix plus three further Lions. Australian Grand Effie 2025.
FAQ
What is the insurer that stopped selling cover and started preventing the claim pattern?
A brand uses its proprietary data and operational expertise to create a genuinely useful public infrastructure tool, making the category's hidden cost visible and positioning itself as the only party qualified to help reduce it.
Which brand proved it works?
Suncorp Insurance, in home insurance (Australia). Platform: Haven, Leo Australia, 2021 to 2026. Home insurance market share rose from 13.4% to 15.8%. Government committed an additional $2.6bn in resilience funding after Suncorp's advocacy. 323,186 platform visits, 223% over target. 79% of users intended to improve home resilience. NPS moved 5.4 to 10.2. Viewers 21% more likely to seek a Suncorp quote. MROI +238%. $402m customer lifetime value. Cannes Lions 2026 Dan Wieden Titanium Grand Prix plus three further Lions. Australian Grand Effie 2025. jugnu's Kosh tracks 356 such patterns across Indian and global brands.
How do I apply this to my brand?
Run your brand challenge through jugnu. It diagnoses the tension underneath your problem, checks whether this pattern fits it, and builds ideas on the patterns that do.
This is the story. Every Kosh card also carries a transfer layer: the consumer insight underneath, the principle that moves across categories, and the boundary conditions where it breaks. jugnu applies that layer to your brand when it builds ideas.
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