If Insurances is one of the leading insurance companies in the Nordic region, offering a wide range of B2C and B2B insurance solutions. As a large and data-driven organization with operations across multiple countries, If’s vision is to empower all teams to work autonomously while driving growth through customer insight and continual optimization.
Despite its strong market position, If Insurances faced challenges in achieving consistent CRO maturity across its Nordic markets.
Each market had its own ways of working, with CRO often treated as an isolated task, not as an integrated part of daily operations. Some teams worked quickly but lacked quality, while others had high quality but low velocity. The organization also relied on a few key people, causing collaboration challenges and a reduced overall output. There were no shared KPIs or clear processes and the documentation and idea generation needed improvement.
To support the company’s strategic goals of autonomy and data‑driven decision‑making, If needed a repeatable and scalable CRO process that could grow with the organization.
We supplied a Growth Manager and, after conducting a comprehensive CRO maturity assessment, designed a tailored CRO process in alignment with If’s leadership team, focusing on distributing responsibility within teams to build ownership and collaboration.
By aligning the process with If’s agile planning and ceremonies, it became easier to share resources locally, maintain velocity, and support autonomous, data‑driven teams. This approach also enabled teams to move from seeing CRO as something they do, to understanding it as how they work – an everyday habit embedded in their culture.
To support the new way of working, we created practical frameworks and shared materials:
Through these initiatives, teams could apply consistent methods and terminology, improving knowledge sharing and the ability to scale experimentation.
The collaboration led to improved progress in all areas.
+200% increase in generated hypotheses
+60% increase in A/B tests conducted
+56% increase in win rate
+1.7% increase in uplift on winning tests
By establishing a repeatable CRO process and distributing its leadership, both velocity and quality improved. CRO was no longer something teams did – it became how they work.
If Insurances Nordics now has a scalable process that can help grow their business exponentially.
“I really appreciate how you bring people together around CRO, making it both engaging and easy to understand. You’re open, inclusive, and free of professional ego, which makes you approachable to everyone. These qualities are essential for driving change within organizations and are key traits of a great leader. They also make you stand out as a great fit to lead our CRO CoP, in my opinion.”
– Tuomas Härkönen, Head of UX Squad
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