Insurtech innovator Bys has announced the strategic appointment of Rafael Gonçalves as its new Chief Design & Experience Officer, a move set to redefine its approach to embedded insurance. This key hiring comes as the company enters a significant phase of commercial expansion, aiming to enhance its product offerings and customer journey. Gonçalves will also join the company's exclusive Founders Team, playing a pivotal role in shaping its future strategic direction and long-term vision.
Strategic Leadership and Vision
In his new capacity, Gonçalves is tasked with leading the critical areas of Customer Success, Product Design, and User Experience (UX), unifying them under a single strategic vision. His inclusion in the Founders Team, the group responsible for top-level decisions, underscores the company's commitment to placing design at the core of its operations. This integrated leadership role is designed to foster a cohesive strategy that ensures a seamless and intuitive experience for Bys's partners and their end-customers.
A Track Record of Digital Innovation
Gonçalves brings a wealth of experience from leadership positions at prominent companies such as Telefônica Brasil (Vivo), Mutant, Neon, Cadastra, and Intervalor. His distinguished career has consistently focused on elevating customer experience, pioneering innovative design, and optimizing digital channels, making him a seasoned expert in creating user-centric solutions. A standout achievement in his portfolio is his crucial role in developing the user interfaces for Brazil's "Auxílio Emergencial" (Emergency Aid) program during the pandemic.
Driving an Ambitious Growth Agenda
The appointment is timed perfectly with Bys's ambitious growth plans, as the company currently manages a robust pipeline of nearly 50 potential corporate clients. With six major projects already under implementation, the insurtech has set a clear goal to double its volume of intermediated premiums from its current R$100 million annualized figure. Gonçalves' expertise in creating compelling user experiences is expected to be instrumental in converting this strong pipeline and achieving these significant financial targets.
Redefining the Insurance Purchase Journey
Gonçalves champions a fundamental shift in how insurance is perceived, stating, "Insurance is a product that is sold, not bought," emphasizing the need for proactive engagement. He argues that demand must be created within the right context and moment, rather than passively waiting for customers to seek it out. This philosophy firmly positions experience design as a central, non-negotiable pillar of Bys's business model, rather than a supplementary feature or an afterthought.
Integrating Protection Seamlessly
As the new Chief Design Officer, his primary mission is to redefine how insurance protection is seamlessly integrated into a partner brand's existing customer journey. This involves strategically identifying the most effective product attributes to highlight and crafting clear communication that simplifies the path from need recognition to policy purchase. The ultimate goal is to make insurance a natural and valuable part of an existing transaction, thereby enhancing the overall customer relationship and trust.
The hiring of Rafael Gonçalves marks a significant milestone for Bys, reinforcing its strategy to lead the insurtech space through profound innovation in design and user experience. His leadership is poised to significantly enhance the company's value proposition, accelerate its commercial expansion, and solidify its position in the evolving embedded insurance landscape. This strategic move signals a deep commitment to fundamentally transforming how insurance products are delivered, understood, and experienced by modern consumers.
Source: Startups.com.br