how we've helped our clients

Goal:
Change your products but keep your customers.

Background:

This was the challenge for a global developer of administrative software used by insurance and financial services providers. Its flagship product enjoyed market dominance for many years, but its functionality had begun to lag in the midst of client growth, mergers and acquisitions, the aggregation of clients’ customer bases, and the increasing complexity of insurance and financial product portfolios.

In response to this, the company developed new software designed to migrate clients away from its legacy product and onto a far more capable and adaptable platform. But while the new platform addressed the business issues, it was hampered by the erosion of its predecessor’s brand equity.

Approach:

Chemistry was asked to develop a name that would shed the baggage of the legacy product. We conducted a collaborative workshop that took full advantage of cross-functional perspectives within the company, an approach which created a far greater sense of ownership and engagement within the product team.