Europ Assistance Belgium

Europ Assistance is a global operator in personal assistance — travel, automotive, health, home and family. In Belgium alone it handles around 425,000 calls and 190,000 files a year. Already the group's leader in direct distribution, Europ Assistance Belgium came to us to push that lead further: redefine its product portfolio and positioning toward digital-friendliness and direct-channel growth.

The engagement, at a glance:

• Strategy — a portfolio strategy geared toward digital-friendliness and direct channels
• Redesign — the Tempo, Annual and Corporate product packages and their positioning
• Align — the brand book, to reflect the new positioning and key messages

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The challenge: a product portfolio fit for the modern traveller

Europ Assistance Belgium wanted to reinforce its direct-distribution positioning by making its portfolio more digital-friendly. Concretely, that meant:

• Defining a portfolio strategy toward digital-friendliness and the growth of direct channels
• Redesigning the Tempo and Annual product packages and their positioning
• Redesigning the Corporate product packages and their positioning
• Adapting the Belgian brand book to reflect the new positioning and key messages

What we did: from segmentation to a market-tested portfolio

We rebuilt the portfolio from the customer up — grounded in data and market reality, then tested before commitment:

• Portfolio positioning & sales performance analysis — a clear read on what was working
• Market benchmarking — across the Belgian market
• Traveller segmentation — based on socio-styles, and quantified
• Portfolio architecture — the structure of the range
• A “get, grow, keep” strategy — across the whole portfolio
• Market-testing support — validating the product strategy before rollout
• Product packages — Travel Tempo, Annual and Corporate travel packages defined

Why it worked: strategy, real-life experience and data — mixed

The value came from combining strategy, operational reality and data analysis, so the portfolio wasn't a theory but a market-fit. The result: a range that responds to the needs of the modern traveller and matches Europ Assistance Belgium's growth ambitions — improving its distribution, P&L and relevancy. The portfolio architecture was defined in four months, with each package taking a further one-and-a-half to two months.

"We were looking for a partner that could mix strategy, real-life experience and data analysis — this is exactly what we found in Belly & Brain. Their mix of profiles gave us the industry insights we needed, a clear vision of our business and highlighted best practices within our field. All of this culminated in a product portfolio that responds to the needs of the modern traveller and matches our growth ambitions." — Jan Van Heel, Chief Marketing and Digital Transformation Officer, Europ Assistance Belgium