CosmosDirekt: Reaching Gen Z in Chat, Not Forms

Goals: Open a complex insurance product to a young audience

CosmosDirekt is one of Germany’s leading direct insurers, serving close to 1.7 million customers from Saarbrücken. In 2025 it added around 152,000 new customers, up 13 % year on year, and was named Germany’s most popular motor insurer for the twelfth consecutive time in the DISQ customer satisfaction study.

The business model has one defining feature: there is no field sales force. Distribution and customer care run entirely direct. The service channel is the sales channel, which means the quality of the digital dialog directly determines new business.

With young audiences, that is demanding. Private accident insurance needs explanation: disability benefits, progression, accident pensions, rescue costs, plus premiums that depend on age, occupational group and leisure activities. A twenty-year-old does not read a product page about that. This audience is reachable where they already are.

Results: From sponsorship to conversation

CosmosDirekt is the main sponsor of Red Bull Gameball Royale. On the LoyJoy platform, the team translated that sponsorship into a chat-based dialog: a prize draw with an integrated educational element, promoted on Twitch, TikTok, Instagram and X.

The educational part is the real lever. Instead of product advertising, the dialog playfully explains which risks actually arise in sport and what accident insurance covers. That is exactly where cross-selling potential comes from: people who understand what a product is for become approachable.

The results: clearly increased engagement, more marketing consents granted, and measurably better cross-selling entry points thanks to the educational section.

For a distribution model without field sales, the side effect is strategic. Campaign reach turns into consent-based contacts in an audience CosmosDirekt barely reaches through classic channels.

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