Tryg: Creating a Strategic House that translates Purpose into Action

The Challenge

Tryg's purpose is clear:

"In a changing world, we make it easier to feel secure."

The challenge was not defining the purpose itself, but translating it into a practical strategic framework that could guide decision-making across business units, customer segments, products, services and communication.

At the same time, Tryg wanted a stronger connection between customer needs, commercial offerings and future growth opportunities. The ambition was to identify where the company could create the greatest value for both private and commercial customers and establish a clearer strategic direction for future development.

Our Approach

CPH Strategy partnered with Tryg to develop a Strategic House for both Private and Commercial Lines.

The process began with a comprehensive review and synthesis of existing customer insights, business knowledge and strategic priorities. Rather than generating new research, our role was to identify the most important patterns, opportunities and implications across the organisation and transform them into a clear strategic foundation.

To build alignment and ensure broad organisational involvement, we designed and facilitated a series of collaborative workshops involving employees from across functions, including sales, customer service, claims and commercial teams.

The workshops became a central part of the process, helping transform customer understanding into concrete strategic choices and creating ownership across the organisation.

The Outcome

The project resulted in a comprehensive Strategic House that connected Tryg's purpose with customer needs, value propositions and future growth opportunities.

At the heart of the framework was a new way of thinking about security – not simply as insurance products, but as a broader customer experience spanning prevention, protection and recovery. This helped create a more holistic view of how Tryg can deliver value throughout the customer relationship.

The Strategic House also provided a shared framework for prioritising customer segments, identifying future initiatives and aligning products, services and communication around the areas with the greatest potential impact.

Most importantly, the process helped create organisational alignment around a common understanding of how Tryg's purpose can be translated into tangible customer value and future growth.