Building a modern insurer on 125 years of mutual history

Onderlinge ‘s-Gravenhage (OG) is a medium-sized Dutch mutual life insurer. Five years ago the mutual insurer was considered a solid, but old-fashioned organisation, operating in a declining market with a low interest environment. The insurer then launched a new strategy, OG2go, focused on its mutual roots and where it could provide the insurer with a competitive advantage.

Since most of OG’s members are elderly (aged 50 plus), the company changed its positioning towards wellbeing, welfare, and financial products and services for senior citizens, meanwhile lowering its market risk. The insurer modernised by transitioning its IT to the cloud, changed its housing and working concept, replaced a hierarchical culture, reinvented its service offering, and introduced new product lines and an online platform around senior housing.

In the last two years, the financial health of the organisation has improved. Now, the mutual insurer is about to undertake the next step on its strategic roadmap to fulfil its purpose: ‘together we grow older happily in The Netherlands’.

The mutual advantage: Episode 8, Onderlinge ‘s-Gravenhage (Netherlands)


  • Seada van den Herik, CEO

In this series of regular webinars, ICMIF members from around the world present how they leverage their mutual/cooperative difference in order to gain competitive advantage in their market. In each case study, an ICMIF member shares how they embed the mutual/cooperative value proposition within their business strategy to create a positive differentiator from their competitors. Hear different examples of how mutuality makes a difference across various business functions, delivering enhanced value for member-customers and other stakeholders. We also hear how these mutual/cooperative insurers are transforming their business, in today’s rapidly changing landscape, to create a sustainable, purpose-driven, customer-centric organisation for the future.

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