a.s.r. has been in the insurance business since 1720. It is one of the top three insurance companies in the Netherlands. Through its labels (a.s.r., De Amersfoortse, Ditzo, Ardanta, and Europeesche Verzekeringen), a.s.r. offers insurance, pension, and banking services to consumers & SMEs. a.s.r. is also active as a fiduciary asset manager, particularly in the public sector. Confronted with a rapidly changing market, a.s.r. decided to accelerate innovation. To help guide this acceleration, identify relevant first steps, and create traction throughout the organization, a.s.r. reached out to SparkOptimus.