Strategic Repositioning Drives 75% Market Share in Emerging Data Management Category
FAST FACTS
Industry:
Enterprise Data Services
Specialty:
Organic data aggregation, normalization, and commercialization
Solution:
Strategic redirection and full-stack SmartSaaS platform execution
Users:
Enterprises, aggregators, data marketplaces, and regulatory bodies
ABOUT THE PROJECT
A mid-sized data aggregator had grown through technical excellence—but lacked clear market identity. Clients didn’t know whether to classify them as a middleware vendor, a broker, or a niche ETL service. Internally, the company struggled with a lack of focus. They were solving valuable problems—but not in a repeatable, scalable, or differentiated way.
PROJECT IDEA
- Redefine the company’s category and product strategy around its core differentiator: high-integrity, organically sourced data.
- Build a composable SmartSaaS platform that enables real-time aggregation, permission control, and marketplace-ready outputs.
- Establish go-to-market messaging and roadmap alignment to convert platform activity into market dominance.
PROJECT CHALLENGES
- Undefined Market Positioning: The company delivered results—but had no narrative or category to compete in or lead.
- High Staffing Dependency: Every task—from claims to ID cards—required human touch, driving up headcount and cost.
- Legacy Platform Debt: The company had multiple systems stitched together, each with its own UI and rules.
- Poor UX and CX Design: No team owned customer experience; workflows were driven by back-end constraints, not front-end value.
RESULTS
- Consolidated platform supports full lifecycle of member and provider interactions—seamlessly.
- Reduced tech staffing requirements by rearchitecting workflows and empowering business users.
- Increased platform adoption and satisfaction across all roles: members, agents, internal users.
- Enabled the company to confidently onboard millions of new customers without adding infrastructure or staff.
BUSINESS CHALLENGES
The insurer had ambitious growth plans. But its infrastructure couldn’t support them. Legacy systems drove high friction across every department. Onboarding took too long. Claim status visibility was inconsistent. Support teams were overwhelmed. And customer complaints were mounting.
Worse, the company had no holistic product or experience design team. Digital initiatives were owned by IT, siloed by function, and optimized for maintenance—not impact. While competitors embraced digital-first service, this insurer was falling behind—despite its size and market share. Cognativ’s engagement began with business and strategy review sessions, but quickly evolved into full architecture and platform design. The mission: deliver a scalable, modern experience for users—and relieve internal teams of manual, error-prone work.
WHY HEALTH INSURERS TRUST COGNATIV?
Cognativ helps payers rebuild smarter—aligning strategy, systems, and service. Our RAPID methodology identifies real bottlenecks, and our SmartSaaS architecture unlocks scale without hiring binges. Whether you’re modernizing member experience or rationalizing legacy platforms, we turn complexity into clarity—and help insurers serve millions with fewer moving parts.
FRAGMENTED EXPERIENCE
Members used one system. Providers another. Customer support used five. None spoke the same language.
HIGH STAFFING DEPENDENCY
Processes were designed for human intervention—not automation—forcing the company to scale headcount, not capability.
LEGACY PLATFORM DEBT
The insurer had accumulated multiple tools via acquisitions—none built for cohesive delivery.
POOR UX AND CX DESIGN
Interfaces were form-heavy, confusing, and inconsistent—hurting adoption and increasing call volume.
LACK OF ROADMAP GOVERNANCE
Departments launched features independently. There was no unifying experience or strategic vision.
SCALABILITY CEILING
The company had plans to onboard millions of members, but their systems couldn’t handle the load.
THE SOLUTION
Cognativ applied its RAPID framework to drive alignment, eliminate waste, and deliver a composable platform built around experience and scale.
- Phase 1: Led strategic planning sessions with the executive team to define platform goals: reduce friction, increase adoption, unify workflows, and support volume growth. Audited every interface, flow, and system across member, provider, and internal use cases.
- Phase 2: Designed a front-end experience layer powered by a composable SmartSaaS core. Consolidated workflows across eligibility, billing, claims, provider lookup, support, and plan selection. Integrated everything into a unified UX strategy across mobile, desktop, and internal tools.
- Architecture: Composable, API-driven, and modular. Role-based access and context-aware logic enabled a single interface to serve consumers, agents, and staff—dynamically adapting by use case. Back-end services were abstracted, reducing staff training time and system errors.
HOW RAPID WAS USED...
"“We helped this client replace 13 different experiences with one intelligent one. RAPID lets us align the roadmap, move fast, and keep everyone focused on outcomes, not just releases.” "
– Ali Davachi, Cognativ Founder
What is the RAPID Framework?
RAPID —Research, Analyze, Plan, Implement, Decide— is Cognativ’s structured delivery methodology, trusted by payers, platforms, and provider systems nationwide. Described in RAPID Transformation: An Outcomes-Based Approach to Drive Results, it keeps transformations on time, on value, and on point.
RESULTS OBTAINED
Cognativ was brought in to define a new direction and execute the build required to own it. Using the RAPID transformation framework, Cognativ helped the company reimagine itself as the leading provider of organic data management—a discipline centered on clean, consented, and high-integrity data aggregation. Within 18 months, the company had captured 75% of its newly defined category, expanded platform usage by 300%, and repositioned itself as a must-have vendor across enterprise and regulatory clients.
Tech Staffing Requirements
SmartSaaS reduced manual dependencies. Teams shifted from support to strategy.
Of New Members Supported
The platform now reliably serves millions of new and existing members without infrastructure sprawl.
Experience Layer
Consumers, providers, and agents all operate on a shared interface—tailored per role.
Adoption and Satisfaction
Digital NPS scores increased. Internal user complaints dropped. Platform loyalty grew.
IMMEDIATE BENEFITS
- Faster Member Service: Eligibility, ID card access, and claims status all available digitally.
- Lower Operational Drag: Staff can now manage high-volume workflows without manual handoffs.
- Consolidated Interfaces: One login, one UX—regardless of role.
- Improved Leadership Insight: Dashboards track adoption, usage, and friction in real time.
ONGOING BENEFITS
- The platform continues to evolve with modular rollouts—no massive code rewrites required.
- Cross-functional teams now share a single roadmap, enabling true digital transformation at scale.
- Staff onboarding time has decreased due to consistent, contextual workflows.
- The company has become a digital-first payer—competitive with much larger firms in experience and efficiency.