Building a 95 NPS Score: How Parento Created Customer Love in the Unloved Insurance Industry

In an industry where customer satisfaction is notoriously low, achieving a 95 NPS score seems almost impossible. Yet in a recent episode of Category Visionaries, Parento founder Dirk Doebler revealed how rethinking the fundamental relationship between insurers and customers led to breakthrough levels of customer satisfaction.

Recognizing the Industry Challenge

The insurance industry’s reputation for poor customer experience is well documented. As Dirk bluntly states, “People hate insurance companies. We have a 95 NPS score.” This stark contrast begs the question: what did Parento do differently?

Beyond Traditional Insurance

The answer lies in how Parento positioned themselves in the market. “We view ourselves as sort of the cusp of both insurance and like an Eap type program or an employee experience like program,” Dirk explains. This hybrid approach fundamentally changed how customers interacted with their service.

Rather than just processing claims, they built a comprehensive support system. “We have these resources that are critical to experience that were proactively engaging companies with to make sure they have easy access to all these services. So its well beyond what you would typically see with an insurance carrier.”

Creating Real Engagement

The numbers validate this approach. “We see over two thirds of parents who are having a kid using our support program,” Dirk shares. “And then when they do they’re using about 13 hours of support on average.” This level of engagement is unprecedented in the insurance industry.

What’s more remarkable is the viral effect within client companies. “When they do that they go back to work and tell their coworkers about our program… about 10% of all full time employees that our clients end up using our program in some form.”

Addressing Real Pain Points

Parento’s success stems from understanding and addressing the actual challenges their customers face. As Dirk explains, “The reason people quit after having a kid is not because they want to, but because usually the company’s not supportive enough. They don’t have the financial means.”

This insight led them to develop solutions that went beyond just financial support. “We’re simplifying the paperwork and the administration, we’re helping them file for short term disability if they’re paid, mom being parental leave, or if they have a family policy in a certain state.”

The Value of Comprehensive Support

By providing both financial security and practical support, Parento created a service that customers genuinely value. “We always tell companies, offer longer length of leave and offer higher percent of pay, and you’ll actually see higher ROI,” Dirk notes.

This comprehensive approach helps companies avoid common pitfalls. “You may not be able to take that child to daycare before a certain age, they oftentimes parents to go back by like six or eight weeks. That’s not as too young for newborn daycare.”

Building for Long-Term Success

Looking ahead, Parento continues to expand their support offerings. “We are looking to be the go to provider for companies to support not just working parents, but working families,” Dirk shares. This vision of comprehensive family support drives their product development and customer experience strategy.

For B2B founders, Parento’s success offers valuable lessons about customer satisfaction. Their experience shows that sometimes the path to exceptional NPS scores isn’t about perfecting your core product, but about understanding and supporting the broader journey your customers are on.

By transforming insurance from a transactional product into a comprehensive support experience, they’ve created something unprecedented in their industry: an insurance company that customers actually love.