How Univé achieves CRO success with focus and the right KPIs

How do you grow a CRO program from zero to five specialists in three years? Amanda van der Linden, CRO specialist at Univé, shares her story about the power of focus and the right KPIs.

The problem: too much on your plate

When Amanda started as the first full-time CRO specialist at Univé in 2020, the team worked on all insurance products simultaneously: bike, car, home. After a year, the conclusion was painfully clear: focus was missing. By working on everything a little bit, real progress was made nowhere.

Amanda's team manager asked the crucial question: "What do you need for focus?" The answer was simple but powerful: concentrate 80% of your time on one product. Car insurance was chosen for an 18-month validation case.