Train stations have become an improvised extension of the office for years. Calls between platforms, meetings from a cafeteria, emails sent during a wait or professionals looking for a free outlet are now part of the daily routine of thousands of workers. Allianz has decided to intervene precisely in that territory, transforming part of the Seville-Santa Justa station into a temporary “coworking” space for mobile professionals.

The initiative is part of “Valent Business”, the new brand platform with which the insurer wants to reinforce its positioning as a strategic partner of SMEs and the self-employed. Under the name “Espacio Allianz Empresas”, the company converts one of the main railway nodes in the country into a functional work environment that seeks to offer a tangible solution to an everyday need: remaining productive while traveling.

The installation will be active between May 11 and 24, from 9 a.m. to 6 p.m., and has individual acoustic booths for calls or private meetings, shared high tables for specific work and independent connectivity through its own 4G routers, thus avoiding dependence on the station’s public Wi-Fi. The space also includes coffee, tea and water.

Access to the cabins is made through 30-minute reservations, extendable up to one hour per user, although spontaneous use is also contemplated depending on availability. All of this under a logic of immediate usefulness that conveys an increasingly relevant idea in brand construction: moving from discourse to real service. “With the Allianz Empresas Space we take another step in our way of being close to our clients”explains María Luisa de la Peña, Marketing Director at Allianz, in statements to reason.Why. “We went from communicating our role as an ally of ‘Brave Business’ to showing it and making it tangible in real work environments.”

The action also starts from a strategic reading of the current business context. From Allianz they claim to have detected how hybrid work and mobility have profoundly transformed the relationship of many professionals with work spaces. “Since Covid, we have all worked from anywhere”points out De la Peña. “Many SMEs and entrepreneurs constantly use the train to travel and need adequate spaces to continue working during those journeys.”

The company also understands that these moments of transit are especially relevant contexts to connect with its target audience. “When you travel by train you are thinking about your business, about solutions or decisions that you have to make”explains the directive. “It is an environment where the professional is receptive because he is precisely managing his day-to-day concerns.”

Strengthening positioning in cities

On the other hand, the initiative is part of a broader movement within Allianz’s strategy: strengthening its presence in large cities. The insurer recognizes that it has historically built a particularly solid position in rural environments, but considers that it still has room for growth in large urban centers such as Madrid or Seville.

“We want to strengthen our positioning in big cities”says De la Peña. “In Seville we are growing the insurance business at a rate close to 5% and it is a strategic territory for us due to its economic dynamism, its business activity and its ability to attract talent and investment.”

The interest of activation lies precisely in how a positioning that is normally expressed through conventional campaigns is physically grounded. And Allianz is not seeking an immediate commercial conversion with this activation, nor does it require being a customer to use the space. The company assumes the action, mainly, as a tool for building relevance and perception. “We do not expect to attract clients directly with this initiative”acknowledges the Marketing Director. “What we want is that, when someone has a future need, they remember that Allianz was there offering a useful solution at a specific time.”

The reflection connects with an increasingly visible trend in service brands: the need to demonstrate tangible utility to build differentiation. Especially in categories where proposals tend to be perceived as homogeneous, functional experiences begin to play a key role in generating trust and affinity.
In the case of Allianz, that approach extends beyond this specific activation. “Negocios Valientes” was born with the intention of evolving into a platform of resources and support for small businesses and the self-employed. The insurer already offers complementary services such as immediate legal advice via chat within the app, cybersecurity solutions or monographic content focused on digitalization.

“No insurer is betting heavily on this segment and we want to consolidate there”says De la Peña. “SMEs contribute a lot to the economy and, however, they often feel that they do not receive sufficient recognition or support. We want to position ourselves as that support network.”

The directive also points to another relevant insight detected by the company: many entrepreneurs and small business owners experience a certain feeling of loneliness when making decisions. “Sometimes they need guidance, resources, or just to feel like someone understands their problems.”he explains. “We want to occupy that space.”

For this reason, the activation of Seville is not considered an isolated action. Allianz is already working on new similar experiences in other Spanish cities and in different environments linked to mobility and daily work. The objective is to continue expanding the “Bold Business” platform through services, content and practical solutions capable of being integrated into the daily life of small businesses.

“A brave business”concludes María Luisa de la Peña, “It is the result of a person who decides to bet on what they believe in, even when the path is not the most comfortable or easy.”