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Gjensidige innovated home insurance into a proactive protection service using Ajax's professional security products, achieving rapid technology adoption.
Gjensidige Forsikring ASA, a leading Norwegian insurance company, partnered with Ajax Systems to launch Hus Smart — an innovative home insurance solution integrated with Ajax's security products. This collaboration enabled Gjensidige to enter the market quickly with a brand new value proposition, resulting in sales success within six months and high customer satisfaction scores.
Key partnership outcomes:
- Strong early adoption across Norwegian households
- Seamless rollout achieved through strong collaboration
- High customer satisfaction
About the Partner
Gjensidige is a leading general insurance company in the Nordic region, with operations in Norway, Denmark, and Sweden. The company insures people's lives, health, and assets and offers tailored solutions to various businesses to meet their specific needs.
Re-defined home insurance
Gjensidige wanted to reinvent home insurance, with a goal to provide everyday value and proactive protection for the customers.
The first challenge was identifying what could trigger this shift. Customer surveys and research revealed that most people had no idea what proactive protection should cost. Since they already had insurance, paying extra to prevent loss or damage didn't immediately make sense to them.
The company found that clients desire more than just an alarm system and fire or leak detectors. They want comprehensive control with a unique touch. It led to the development of Hus Smart. Gjensidige integrated the alarm system's features into the insurance. For instance, if a problem like a water leak occurs, an insurance representative will alert the client. When the client requests repairs, the insurance company dispatches a technician, activating the standard insurance procedure.
The market context strengthened this approach: only 20% of Norwegian households have burglar alarms, while smoke detectors are mandatory due to widespread concern about fire. Hus Smart leverages this gap by offering flexible packages — from fire and water detection to complete fire, water, and burglary protection — all tied directly to insurance services.
We wanted to provide value to our customers in their everyday lives, as well as give them the best possible protection against damage. We experimented with many concepts and business models until we found something that worked for us. The result is this new type of insurance, with built-in smart alarms and seamless claims handling.
Launching Hus Smart: insurance meets smart security
Ajax Systems' solutions supported Gjensidige in quickly bringing the Hus Smart pilot to market, starting with a pilot of around 100 customers in early 2024. The trial, managed by a small team, delivered strong results. By analyzing conversion rates — from calls to actual sales — the team realized that scaling the offer across the entire sales force could achieve nationwide success. That rollout began in January 2025.
At the core of Hus Smart is Ajax's solutions, which provide both the hardware and software powering the service. Hus Smart combines 24/7 home protection with seamless insurance support. The professional installation is mandatory for burglary alarms and requires no extra cost.
For a big residence, a customer can purchase all additional devices via a one-time payment, which is convenient for budget planning.
Products
The Ajax solutions have supported our experiment-based innovation approach and enabled a fast realization of Hus Smart.
With Gjensidige's alarm receiving center, Ajax Systems forms the backbone of Hus Smart — providing the technology, monitoring, and services needed to merge professional security with proactive insurance.
This project demonstrates what's possible when a trusted insurer and a technology partner work closely together. Gjensidige's vision and Ajax's solutions created a service that brings real daily value to Norwegian households.
Early results: high adoption and satisfaction
The rollout was met with strong customer enthusiasm, highlighting demand for integrated alarm services from Gjensidige.
Gjensidige is one of the most trusted brands in Norway. Our customers say it feels natural that we take broader responsibility for protecting their homes.
The partnership has been built on transparency, mutual understanding, and respect. In addition, Ajax's comprehensive product portfolio provided exactly what the company needed, laying a solid foundation for this success. Gjensidige looks forward to continued growth with Ajax Systems in the future.
Customer reviews
I am very satisfied. It is easy to use, and the installer gave me a fantastic introduction. A solid 6 out of 6 for smooth and professional service!
After ordering the alarm system, everything went smoothly – I didn't have to worry about a thing. The installer was skilled and helpful. It worked great.
It's reassuring to know that Gjensidige is behind it.
What's next for Gjensidige and Ajax Systems
Building on the success of Hus Smart, Gjensidige plans to:
- Develop the product line and expand into new markets.
- Continue integrating the Ajax system with the insurance service for even greater customer value.
