Danish insurer Tryg has opened its wellbeing line, Tryg Trivselslinje, to every adult in Denmark for the month of June — including people who hold no health insurance. Calls are answered by an experienced team of social and family counsellors, with a psychologist consultation offered when needed. You need neither a doctor’s referral nor a clear diagnosis to ring; the invitation is to reach out the moment something stops feeling okay. Calls are not logged as an insurance claim, so they leave your claims history untouched.
The line is built for everyday pressure — divorce, grief, a child who is struggling, or carrying both children and ageing parents at once. After June, continued access requires a health insurance policy. Tryg is quietly moving wellbeing from something you reach for once things have broken down to a low-threshold service you use early — and spending one free, open month to make that offer known.
So…:
How could you make your help low-threshold enough that customers reach out before a small problem grows?
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