Rethinking

Connected Mobility

When the Accell Group set out to launch a connected bike complete with an app and subscription-based services, they also wanted insurance to be part of the digital product experience. Together, we developed a fully integrated, embedded insurance solution for the Raleigh One that was seamlessly incorporated into the new mobility offering.

The subscription model

When purchasing a Raleigh One, customers gain access to the Raleigh app. They can choose between three tiers: the free Base package with basic connectivity and security features; the Core package with advanced features such as smart maintenance, bike sharing and the activation of theft mode; and the premium Icon package, which includes remote activation of the lock and integrated theft insurance.

The Icon membership combines digital security features with financial protection, thereby creating an offering that meets the needs of modern urban mobility users. The development and integration of the theft insurance was therefore not merely a matter of risk protection, but a central component of the overall product experience.

From concept to market-ready solution

The Raleigh One was designed to combine security, connectivity and service into a seamless digital experience. For us, this meant developing an insurance solution that integrates seamlessly into the existing platform and operates entirely digitally, from purchase right through to making a claim.

The results at a glance:

Development of an integrated theft insurance for a connected bike
Digital claims reporting directly via the Raleigh One app
Close collaboration between product, IT and operations teams
Successful entry into the Dutch market

This implementation demonstrates how insurance products today no longer need to be viewed as an add-on service, but rather as an integral part of a holistic customer journey.

In conversation with the Accell Group

In this interview, Darren Smith, Senior Category Manager at the Accell Group, shares insights into the collaboration with hepster on developing the embedded insurance solution for the Raleigh ONE. He discusses the challenges of designing a seamless customer journey, the importance of rapid technical integration and the close collaboration between the development teams. He also shares his experiences from the project, the key factors behind the launch’s success and his view on why integrated insurance offerings will become an integral part of modern e-bike concepts in the future.

Safety as a key factor in the success of digital bike models

In urban areas in particular, bicycle theft is no longer a marginal issue, but a decisive factor in purchasing and usage decisions. High-quality (e-)bikes further increase the risk and customers’ expectations regarding security and protection.

The solution developed addresses precisely these requirements:

Prevention through an integrated anti-theft alarm
Security through digital security mechanisms
Insurance cover through seamlessly integrated insurance

The main challenge lay in interlinking insurance logic, contractual processes and digital services in such a way as to create a seamless user experience for customers, without any additional processes or media breaks.

An interview with the project team

In this interview, our Onboarding Manager Theresa, our CPO Alex and Katja, Director of IT & Digital Product at hepster, share insights into their joint project work with the Accell Group. They discuss the technical integration requirements, the development of a bespoke insurance solution for the Dutch market and the close collaboration between the teams. They also share their experiences from the project, key learnings and the milestones that made the successful launch of the embedded insurance solution for Raleigh possible.

Insurance as part of the product experience

The cycling industry is undergoing a transformation. Manufacturers are increasingly evolving from mere product suppliers to providers of holistic mobility experiences. Connected bikes, digital services and subscription models are creating new opportunities for customer loyalty and recurring revenue.

This development is also changing the requirements for complementary services. Customers expect simple, digital solutions that integrate seamlessly into their user experience. Insurance has long since become more than just a means of risk protection.

01. Project process: collaborative, agile, effective in implementation

From the outset, the development of the solution was characterised by close collaboration based on partnership. Product, IT, e-commerce and project teams worked together to reconcile business requirements, technical capabilities and user needs. Rather than directing customers to external portals or manual processes, the theft insurance was integrated directly into the app. Registration, account management and claims reporting all take place within the same user environment. The project demonstrates how complex digital mobility products can be successfully implemented when technology, product development and insurance expertise are brought together at an early stage.

02. Result: A scalable solution and a successful market entry

The foundation for this is our modular platform architecture. This has enabled both technical and insurance-related components to be tailored precisely to the Accell Group’s requirements. At the same time, the flexible architecture has allowed for integration at the desired level, from product configuration right through to downstream service and claims processes. As part of the project, our API and support processes were specifically further developed to enable the insurance business to be fully embedded within the Accell ecosystem. In parallel, new insurance products were developed for the Dutch market, local regulatory requirements were implemented, and the operational processes for customer service and claims management were established.

03. Business impact and what other mobility providers can learn from it

The Raleigh One project demonstrates that integrated insurance products can offer far more than mere risk cover. When implemented correctly, they become an integral part of the product strategy and support the development of new business models, the improvement of the customer experience, differentiation from competitors and the introduction of digital services. For companies developing connected bikes, subscription models or digital mobility platforms, this creates an additional driver for growth and customer loyalty.

The technical integration was surprisingly very easy. We had no expertise in insurance, but your team supported our developers flawlessly and it was super quick and easy.

Darren Smith

Senior Category Manager

Together with hepster, we successfully integrated insurance coverage into our app, creating a seamless, digital brand experience. hepster supported us every step of the way, from development to technical implementation. This collaboration shows how partnerships can create real added value for customers.

Ertu Bilgin

Business Unit Director

Developing new mobility services together

Are you planning a connected bike service, a subscription model, or would you like to seamlessly integrate insurance cover into your digital product? Talk to us about your plans or find out more about the options available for your business model.

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