Jan brings 25+ years in digital platforms and engagement. At PFA, he leads services that blend technology with human care, helping customers feel supported and guided when it matters most.
Rethinking digital care: How PFA is unlocking the future of health insurance services
Financial Services
At the same time, demand is rising quickly. In Denmark alone, the need for physiotherapy and chiropractic treatment has increased by more than 70% while demand for psychological support has grown by 60%. This puts significant pressure on both healthcare systems and insurers to respond more quickly, more intelligently and more humanely.
In this episode of Valtech Café, we explore how PFA Pension is rethinking digital care journeys, combining automation, data and experience design to reduce friction, accelerate access to treatment and improve outcomes for customers when they need it most.
PFA’s transformation is delivering measurable results:
- Digital claims adoption increased from 16% to 44%
- Conversion rates improved from ~40% to 75%
- Auto-approvals scaled from 0% to 66%
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About our guest
Jan Lundquist
Head of Digital Services & Apps, PFA Pension
When you are looking into human care, you have a customer who is vulnerable … how can you give them a safe space and make them feel seen as a person?
Jan Lundquist, PFA Pension
What the pilot clearly showed is that this is possible to achieve massive savings and scalability. This is a completely different way of building experiences across platforms, and the results are beyond expectations.
Jan Lundquist, PFA Pension
