“Why do I need supplementary insurance when I already have basic insurance?”
“How does the 3-pillar system work for retirement?”
“What is the difference between semi-private and private hospital insurance?”
Questions that your customers are constantly asking. Questions that eat up time in consultations, come up again and again in support and often cause uncertainty internally. Because even experienced customer advisors sometimes stumble when franchise models, benefit limits or retirement transitions need to be clearly explained.
The result: long conversations, PDFs with too much text, PowerPoint slides with even more text – and customers who nod at the end but have long since dropped out.
This is exactly where explanatory videos come into play. And no, not the classic “how-to videos” that you click away after 20 seconds. But videos that break down complex insurance topics visually so that they are really understood. Not out of a sense of duty, but because the added value is clear.
The basic problem: insurance is abstract
Let’s be honest: insurance is structurally complex. Compulsory health insurance (OKP), supplementary insurance under the VVG, the 3-pillar system with pillars 3a and 3b, logical for specialists, a labyrinth for customers.
And with premium increases averaging 4.4% in 2026, things will get even trickier. Those who pay more ask more questions. Those who pay more want to understand. And not at some point, but now.
The result? Your support answers the same questions over and over again. Your sales team explains the same models over and over again. And every explanation is slightly different, depending on the form of the day, experience or time pressure.
An example from the B2B environment: together with AXA-ARAG, we created a video that makes typical uncertainties in employment law visible. No paragraphs, no detailed explanations, but real situations from everyday working life in which HR managers notice: We need support here. The video deliberately functions as a teaser: it creates an understanding of the risk and positions the insurance company as a reliable partner.
Why video works better here than text
Insurance consists of processes, scenarios and consequences. This is exactly what can be explained better with video than with text.
Another example: an app for a healthy lifestyle like CSS active 365 – a points system, rewards, gamification. Sounds simple, but it’s not for every target group. How do you explain how it works to a 55-year-old who has never used a rewards app before?
With a 15-minute phone call? Or with a 2-minute video that shows: Track activity → Collect points → Redeem rewards. Click. Got it.
Videos make the invisible visible. They show processes instead of describing them. Anyone who has ever seen where OKP benefits end and where supplementary insurance begins immediately understands the benefits.
Practical examples from the world of insurance
Concordia regularly faces the typical question: “Why do I need supplementary insurance?” The challenge: the benefits are not obvious as long as you are healthy. Our solution was a clear visualization: the benefits of basic insurance, its limits and the specific gaps in the event of an emergency. The result: more understanding, fewer queries, better conversations in sales.
CSS faced a different challenge: explaining epigenetic screening. It sounds like a university seminar, but it’s an innovative health screening tool. The problem: 99% of customers don’t know what epigenetics is. Our solution: an explanatory video that goes from the outside in. We show what happens in your body, how genetics works and why this screening is valuable. Suddenly it’s not incomprehensible, it’s fascinating.
Different insurance topics need different videos
Financial and pension issues
Retirement, 3-pillar system, mortgages: this is where text fails particularly quickly. When can I draw pillar 3a? What is the difference to 3b? What tax effects arise and when?
Animated explanatory videos are ideal here because they make time, cash flows and options visible. AXA has shown exactly that with the smartflex plan: flexible retirement scenarios, presented visually. PensExpert has compared various retirement options, not theoretically, but concretely.
Animation also shows its strength with mortgages, for example with Allianz. Fixed or variable? What happens when interest rates fluctuate? Instead of tables, the customer can see directly how changes affect her.
Health and prevention
Supplementary insurance, prevention programs or screenings are not just about information, but about trust. A good explanatory video not only answers the “what”, but above all the “why”.
With CSS active 365, the video massively lowers the barrier to entry. The principle is clear, the benefits are visible and the app is more likely to be used.
For B2B and HR-relevant topics
Labor law, occupational disability, employee insurance: sensitive topics that need to be emotionally and rationally convincing. With AXA-ARAG, we showed real scenarios instead of insurance jargon. Problem, consequence, solution understandable for everyone involved.
A video does not replace conversations - but hundreds of repetitions do
What will change specifically for your business?
- Fewer support requests. Those who understand ask fewer questions.
- Better conversion. Understanding creates willingness to buy.
- More credibility. Those who explain complex topics simply appear competent.
- A video constantly explains your product – every day, on every channel.
- Website, e-mail, social media, sales, LinkedIn: one asset, many uses.
Swiss precision meets simplicity
The best explainer videos do not work generically. They work with Swiss realities. With real CHF amounts. With real scenarios. With real questions.
Supplementary insurance? Then show specifically what the OKP does not cover. Retirement? Then work with realistic retirement and tax examples. 3-pillar system? Then clearly explain the difference between pillar 3a (tax-privileged, tied) and 3b (flexible, free).
This is the moment when customers think: “They speak my language.”
Your next Step
Do you have an insurance product that needs explaining? A topic that your team has to explain again and again? Or an app, a model or a concept that is not well understood? Then it’s time for an explainer video.
Not just any old one. But one that combines context, visual clarity and real added value so that your customers not only understand, but make a conscious decision. If you have a specific project in mind, get in touch. Together, we’ll see how we can translate your insurance topic into a visual story.
Arrange a free consultation with our video experts. Together we simplify your communication.