AG Insurance - Putting employees first
Client
Making employee benefits feel like they belong to you.
AG Insurance looks after more than 500,000 insured employees across Belgium through MyAG EB, its employee benefits app. It covers four domains: healthcare, pension, disability, and death cover. The app already does its core job well: people log in, submit claims, and find their documents. The opportunity was to make it do much more for the people using it day to day.
When AG asked us to shape the next evolution of the app, we started with a question rather than a feature list: who is this app really for? Over a focused discovery track, we spoke with fourteen people inside AG and five of its corporate customers, ran a desirability, feasibility, and viability workshop, and tested our thinking with real users. The answer gave the whole project a clearer center of gravity, and most of the design decisions followed from it.
When AG asked us to shape the next evolution of the app, we started with a question rather than a feature list: who is this app really for? Over a focused discovery track, we spoke with fourteen people inside AG and five of its corporate customers, ran a desirability, feasibility, and viability workshop, and tested our thinking with real users. The answer gave the whole project a clearer center of gravity, and most of the design decisions followed from it.
opportunity
AG Insurance's perspective
MyAG EB was built to showcase employer benefits; next it should better support employees managing health and pension.
The app balances employer communication, employee self-service, and operational efficiency.
Signals showed room to improve: NPS around 15, limited pension engagement, and low services usage.
Healthcare drives daily use, while pension carries the most long-term value.
Backend capacity is largely committed for the next 12–18 months, so near-term improvements should be frontend-first.
The industry's perspective
Employee benefits are document-heavy and poor at answering employee questions, even though transactions work well.
New single-domain players are unbundling the experience while incumbents keep the contracts.
Most EB deals still go through brokers, but incumbency weakens when employee-facing products are stronger elsewhere.
The “one insurer, all benefits, one app” promise is a strong employer argument, but less proven for employees, creating opportunity.
solution
Rebuilding the app around the employee's questions and life moments
An internal-first AI journey
An AI Sidekick for HR, legal, and payroll experts
The Sidekick is integrated into the DOTS portal across email, chat, and forms
The AI drafts responses to client inquiries to speed up and standardize case handling
Experts review and approve every answer to ensure accuracy and build trust
A Human-in-the-loop workflow
Client inquiries triggered AI-generated drafts
AI retrieved internal knowledge and past cases
Applied multi-step reasoning
Included source references
Experts reviewed, corrected, and sent responses
Reinforced learning through human feedback
Expert edits were captured as feedback
System improved with every interaction
Senior knowledge became widely accessible
Increased consistency across responses
Interactive Dashboards
Brings the most important HR signals into one clear, interactive view
Teams can filter and segment insights by role, team, location, and time period to spot patterns fast
Makes it easy to move from high-level trends to the underlying drivers with drill-downs
Turns insights into action with shareable reporting and consistent metrics across stakeholders
Includes dedicated dashboards like Absenteeism, to track trends, recurring patterns, and follow-up progress in one place
Agentic Workflows
Expanding toward full workflow automation
Key use cases;
Onboarding (contracts, compliance, setup)
Capacity changes (calculations, approvals, execution)
Absence management (registration, follow-up)
Built with approvals, audit trails, and integrations
Omnichannel expansion
Expanded beyond the DOTS portal
Added WhatsApp and Microsoft Teams
Further channels in development
Consistent HR support across all touchpoints
Not a platform rebuild
The discovery work set two clear boundaries. First, AG doesn't need to become a financial advisor; the opportunity here is clarity, not advice. Second, the first move doesn't depend on the backend. The recommended starting point is a focused carve-out: bring Aggie into the existing app (answers, basic personalisation, and a clean human handoff), validate it with real users, and only then commit to a full rebuild. The guiding principle throughout was simple: a smaller assistant that genuinely helps is worth more than a broad one that disappoints.
Outcomes
Delivering real value
For Attentia’s service employees
The system led to faster case resolution through AI-assisted drafting and immediate access to institutional knowledge. It increased consistency in advice, as consultants could rely on senior-level expertise embedded in the system. New hires onboarded more quickly, gaining instant access to the collective knowledge base. At the same time, routine questions were handled more efficiently, allowing experts to focus on higher-value, complex work.
For Attentia's Clients
The experience improved through faster and more accessible support. Common HR questions could be answered instantly, across multiple channels and at any time. The quality of responses remained consistent, regardless of the expert or channel involved. Clients were also guided more proactively through complex procedures, with clear next steps and structured support.
“This project proved that becoming AI-native starts internally. Together with Nimble, we built a system that makes our experts stronger and our service more consistent, while staying rigorous on governance and auditability.”
Catherine De Baets, CIO Attentia
Why internal-first AI?
You de-risk fast.
You create a compounding feedback loop.
You standardize quality.
You build the operating foundation first.
You earn the right to go omnichannel.
