“SONNE made a quick and accurate assessment of our scenario. At each meeting, they brought a new and intriguing challenge, contributing to the creation of our joint vision of what the company should be like in the future.”

Murilo Riedel, Former President of HDI Brasil

About the case

A centenary and solid company, a smart strategy, and a reliable product. In the first decade of the 2000s, buoyed by the good cycle of the Brazilian economy, HDI, a German company focusing on car insurance, prospered and quickly became the fifth largest in Brazil. However, the economic decline of the country plunged the automotive sector into a severe crisis, with repercussions on the company’s business. In addition, new players emerged in the market with online services and high use of technology, and the popularization of urban mobility apps revolutionized the relationship between cars and people.

SONNE arrived at HDI with the mission of assisting a cohesive and experienced group of C-level executives in developing a new strategic plan; after all, it was necessary to go beyond the sale of vehicle insurance. After a thorough analysis of the company’s assets and consistent market and competition studies, SONNE was able to recommend portfolio diversification and, together with the team, build a value proposition that surprised and engaged the company’s management: positioning itself as the insurer that accompanies the customer’s mobility journey, regardless of how that journey takes place. With this, HDI takes a big step towards a future in which cars will be less present but people will be moving more.


The biggest challenge was to rethink the market positioning of an insurer whose main product, car insurance, represented 95% of revenue at a time of strong crisis in the Brazilian automotive sector.\

Deliverables – On-demand Consulting








Marketing (and Sales)


Journey and Experience




After two years and 271 projects that completely changed the company, from its headquarters to its portfolio of products and services, HDI Insurance launches an advertising campaign to mark its new phase. “The transformation was so great that we are practically a new company. The goal is to present this new HDI to the market,” says Murilo Riedel, CEO of the company.
“HDI started 2019 as the insurance company that grew the most in car, home and business. Even so, we continue to create new products and new processes that brokers and consumers will soon know – and that will explain our 2020,” says Riedel. “The triennium of 2017 to 2019 was the best in the company’s 30 years in Brazil, but expectations for 2020 are even higher. We are sure that we will grow even more,” concludes the executive.

Read also the article about the Launch of the Campaign: