Onboarding project | Ditto Insurance
Define your ICPs
I have doubled down to talk with 9 more power users of Ditto to add in a few additional details from the acquisition assignment.
Power Users for Ditto are customers who have brought more than 2 policies from Ditto
Click here to access user calls
Criteria | User 1 (First Job) | User 2 (Family-Oriented Individual) | User 3 (Mid-Career Professional) |
|---|---|---|---|
Name | Arjun | Neha | Sneha |
Age | 25 | ​34 | 27 |
Demographics | Male, Single, Early-stage career, Urban (Bangalore), lives alone/with friends | Female, Married, Mid-career, Urban (Mumbai) | Female, Unmarried, Early-Mid Career (Delhi) |
Salary Range | ₹4–10 LPA | ₹18–30 LPA | ₹12-18 LPA |
Financial Literacy | Low: Understands basics but needs guidance for complex decisions | High: Regularly budgets and plans for financial security | Medium: Follows news & understands basic finance |
Risk Appetite | High | Low | Medium |
Dependents (Yes/No) | No | Yes (Spouse, children, aging parents) | Yes (Parents) |
Social Media Presence | Active on Instagram, LinkedIn & Snapchat | Active on Facebook, LinkedIn and WhatsApp Groups | Active on Instagram, LinkedIn, Reddit |
App They Spend Time On | YouTube, Zomato, Reddit, GPay, Cult.Fit | Parenting apps, financial planning apps, Amazon, Pinterest, HealthifyMe | HealthifyMe, Amazon, Nykaa, YouTube |
Likely Personal Influence | Financial blogs, peers, parents and YouTube influencers | Family, spouse, colleagues and trusted friends | Close friends |
Content Consumption Patterns | Watches YouTube videos on personal finance and tech reviews, listens to podcasts on productivity | Watches parenting content on YouTube, reads blogs on family health and insurance | Watches a lot of OTT, reads books and prefers in-person events |
Need | Wants personal health insurance independent of employer benefits | Wants comprehensive family coverage for health and life insurance | Needs insurance for family |
Pain Point | ​Limited awareness of policies & struggles to compare plans easily | Concerns about dependents’ future & High costs of family healthcare | Hates sales people who doesn't address need. Feels lost & lacks trust |
Solution |
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Behaviour |
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Perceived Value of Ditto | A trusted advisor that helps navigate complex insurance terms and make informed decisions | A reliable partner offering safety and security for her family | A safe & no nonsense place for buying insurance |
Goals | ​Financial independence & Preparedness for emergencies | Protection for family & Long-term financial security | Get Insurance in fastest time possible |
Frequency of use case | Once every few years (renewals or policy upgrades) | Once every few years, often around major life events (e.g., marriage, children, policy renewal) | Once every few years. Gearing up for future life events |
Average Spend on the product | ​₹8,000–₹12,000 annually | ​₹20,000–₹30,000 annually | ₹12,000 - ₹20,000 annually |
Value Accessibility to product | Easy to access online tools and comparison features | ​Direct access to knowledgeable agents and family-friendly plans | No spam calls & education content |
Value Experience of the product | Seamless onboarding, straightforward claims process | ​Transparent coverage details and responsive customer support | Speed of consultation & purchase |
ICP Prioritisation
Criteria | Adoption Rate | ​ Appetite to Pay | Frequency of Use Case ​ | ​ Distribution Potential | TAM ( users) ​ |
ICP 1 (First Job) | High | Low | Low | Medium | 1 million user |
ICP 2 (Family-Oriented) | Moderate | High | Medium | High | 4.2 million users |
ICP 3 (Mid-Career) | High | Medium | Low | Low | 0.9 million users |
TAM Calculation and Explanation:
- ICP 1 (First Job): The urban population in India aged 20–30 is approximately 50 million. Assuming 10% are financially independent and 20% of those are tech-savvy and actively seeking insurance, the TAM for this segment is estimated at 1 million users.
- ICP 2 (Family-Oriented Individuals): The urban population aged 30–40 is around 70 million. Approximately 40% are married or have dependents, and 15% of these actively seek insurance for family protection. The TAM for this segment is around 4.2 million users, making it the largest target group.
- ICP 3 (Mid-Career Professionals): The urban population aged 25–35 is approximately 60 million, with 10% being mid-career professionals and 15% actively seeking insurance for themselves or their parents. The TAM for this group is estimated at 0.9 million users.
From the ICP Prioritisation Framework, ICP 2: Family-Oriented Individuals emerges as the top priority for Ditto. This segment not only has the largest TAM (4.2 million users) but also exhibits a high adoption rate, strong appetite to pay, and frequent engagement with insurance products due to family responsibilities and long-term financial planning. ICP 3: Mid-Career Professionals ranks second, as they represent a smaller but highly valuable segment with a medium adoption rate and consistent interest in securing their families or aging parents. ICP 1: Young Professionals, while having a high adoption rate, ranks third due to a lower appetite to pay and less frequent use case. Prioritising ICP 2 allows Ditto to target a high-value, recurring customer base while expanding steadily into ICP 3 and 1 for future growth.
Goal Priority | Goal Type | ICP | JTBD | Validation approach | Validation |
Primary | Functional | ICP 2 (Family-Oriented Individuals) | Providing trusted guidance to help users select and purchase the right insurance plan for their family needs. | User interviews | "I want someone I can trust to guide me through policies without pushing me into something I don’t need." "I want to ensure my family is covered for emergencies without spending hours comparing policies or worrying about hidden clauses." |
Secondary | Personal | ICP 3 (Mid-Career Professionals) | Delivering a no-pressure, spam-free consultation experience for users looking to quickly secure insurance. | User interviews | "I want to understand my options and decide without feeling rushed or annoyed by spam calls." "I hate when agents harass me by calling repeatedly without understanding my requirements. I want someone safe to provide me with options, not force decisions" |
I've created the hypothesis based on the limited available data for Ditto Insurance
Ditto's Activation Metric
Book the advisory call within 24 hours of landing on Ditto’s landing page.
This activation metric is essential to track onboarding because the advisory call serves as an important milestone in Ditto's value of personalised, transparent, and spam-free insurance advisory. The advisor is the first step in building trust and guiding users toward informed decisions. If users book a call within this timeframe, it indicates that the landing page effectively communicates trust, addresses user pain-points, clarifies doubts, and creates urgency to act. Tracking this action helps evaluate how well the website drives intent and reduces friction in the decision-making process, ultimately leading to higher conversions for someone to purchase insurance. Early engagement through a low-effort action like booking a call also reflects the platform’s ability to educate and differentiate itself in a crowded insurance market.
Parameters to track your activation metrics:
- Website Traffic: Total number of users visiting the landing page
- Click-Through-Rate: Percentage of users clicking on the CTA button (Schedule call)
- Time spent on Website: Average time users spend on the landing page.
- Exit Rates: Percentage of users leaving the page without interacting with any element or CTA.
- Call Booking Rate: Percentage of users who book a call with the advisor.
- Bounce Rate: Percentage of users leaving the website after visiting only the first fold of the website.
- Drop-Off Points: Where users abandon in the process of booking a call.
- Time to Booking: Average time taken from landing to booking a call.
- Call Conversation Rate: Percentage of users who completed the advisory call
- Conversion Post-Call: Percentage of users who purchase insurance after completing the advisory call.
- Call Quality Feedback: Ratings from users on the advisory experience to assess call effectiveness.
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