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Borja de la Cuesta

Principal

Spain

+13 years of experience in strategic consulting, strategy area in bancassurance, and innovation areas

Borja de la Cuesta

Areas of Focus

Education

IEB
Master of Financial Markets
Universidad de Valladolid
PhD in Telecommunications

Past Experience

Zurich Santander Insurance America
Head of Corporate Strategy, Mexico
Zurich Santander Insurance America
Manager, Madrid
Everis
Industry Project Leader
Altair Management Consultants
Senior Consultant
Thales Alenia Space
System Senior Engineer

Borja de la Cuesta

Borja joined Arthur D. Little’s Madrid office in 2018, and is a member of the FSG practice, working mainly for clients in the insurance, bancassurance, and financial services.

Borja has experience in different roles within consultancy firms and management for over 15 years. Before joining Arthur D. Little, Borja had worked in the Strategy and Governance area at Zurich Santander (including one year as Head of Strategy in the Mexican business unit).

At Arthur D. Little, Borja has successfully delivered projects in TIME and FSG practices. He is focused on the development of new business and partnerships, where he has been involved in several insurance agreements as the development of innovative Telecossurance business models.

Borja holds a Ph.D. degree in Telecommunications from Valladolid University, Spain.

How to share customer data in bancassurance
Financial Services
How to share customer data in bancassurance
A customer-centric approach has become an imperative in the financial services sector, increasingly supported by the processing of vast amounts of market and customer data, among other factors. However, the complex and ever-changing regulatory environment presents challenges for personal data sharing. This Viewpoint shares some best practices for addressing these challenges to unlock the full potential of personal data in the bancassurance sector.
Find out more
Understanding key customer-centricity trends in insurance
Financial Services
Understanding key customer-centricity trends in insurance
Insurers spent years developing a deep understanding of each risk type and creating precise business models to optimize their earnings, including operating models for each line of business. Unfortunately, this model is not conducive to serving today’s customers, who desire the seamless, digital-based service they experience in their other transactions. In this Viewpoint, we outline the best way for insurers to shift from a traditional model to a customer-centric one.
Find out more
DESIGNING INSURANCE SALES CHANNELS FOR MAXIMUM IMPACT
Financial Services
DESIGNING INSURANCE SALES CHANNELS FOR MAXIMUM IMPACT
Fierce competition for clients and the adoption of new technologies are pushing insurance companies to make bold efforts to improve their sales force and emphasize their most profitable channels. Developing a data-driven strategy to properly dimension sales channels will allow companies to maximize their resources and deploy efficiency initiatives. In this Viewpoint, we define an organized approach to sales dimensioning that can be used by insurance companies and other sectors.
Find out more
The future of digital bancassurance sales
Financial Services
The future of digital bancassurance sales
Borja de la Cuesta
Banks are evolving by leaps and bounds, using digital channels to facilitate interactions and meet the demands of their customer base. In this context, the bancassurance model — which has been an example of success in past decades — must adapt to changing customer requirements and seek ways to continue growing. In this Viewpoint, we explore some options bancassurance businesses can initiate to help them thrive and capture the digital sales opportunity.
Find out more
Setting up successful insurance partnerships
Financial Services
Setting up successful insurance partnerships
Borja de la Cuesta
With maturity and fierce competition across the insurance landscape, partnerships with massive distributors — in bancassurance and beyond (e.g., utilities, retail, telecommunications) — have emerged as an increasingly popular alternative to achieve growth targets. Competition to sign an agreement with a relevant partner is intense and costly, and once an insurer achieves that milestone, failing to capture the expected value emerges as a worst nightmare.
Find out more
Mastering customer retention
Financial Services
Mastering customer retention
Borja de la Cuesta
Profitable growth is a key topic for all insurers in all geographies. Traditionally, insurers have focused on maximizing new sales: new products, channels, segments, incentives, and so on. But over the years, market leaders have discovered that profitable growth requires not only increasing new sales but also successfully retaining customers to increase the total lifetime value of their portfolios. In this Viewpoint, we describe a comprehensive framework to design a successful retention model and share some of the best practices from leading insurers.
Find out more

Borja de la Cuesta

Borja joined Arthur D. Little’s Madrid office in 2018, and is a member of the FSG practice, working mainly for clients in the insurance, bancassurance, and financial services.

Borja has experience in different roles within consultancy firms and management for over 15 years. Before joining Arthur D. Little, Borja had worked in the Strategy and Governance area at Zurich Santander (including one year as Head of Strategy in the Mexican business unit).

At Arthur D. Little, Borja has successfully delivered projects in TIME and FSG practices. He is focused on the development of new business and partnerships, where he has been involved in several insurance agreements as the development of innovative Telecossurance business models.

Borja holds a Ph.D. degree in Telecommunications from Valladolid University, Spain.

How to share customer data in bancassurance
Financial Services
How to share customer data in bancassurance
A customer-centric approach has become an imperative in the financial services sector, increasingly supported by the processing of vast amounts of market and customer data, among other factors. However, the complex and ever-changing regulatory environment presents challenges for personal data sharing. This Viewpoint shares some best practices for addressing these challenges to unlock the full potential of personal data in the bancassurance sector.
Find out more
Understanding key customer-centricity trends in insurance
Financial Services
Understanding key customer-centricity trends in insurance
Insurers spent years developing a deep understanding of each risk type and creating precise business models to optimize their earnings, including operating models for each line of business. Unfortunately, this model is not conducive to serving today’s customers, who desire the seamless, digital-based service they experience in their other transactions. In this Viewpoint, we outline the best way for insurers to shift from a traditional model to a customer-centric one.
Find out more
DESIGNING INSURANCE SALES CHANNELS FOR MAXIMUM IMPACT
Financial Services
DESIGNING INSURANCE SALES CHANNELS FOR MAXIMUM IMPACT
Fierce competition for clients and the adoption of new technologies are pushing insurance companies to make bold efforts to improve their sales force and emphasize their most profitable channels. Developing a data-driven strategy to properly dimension sales channels will allow companies to maximize their resources and deploy efficiency initiatives. In this Viewpoint, we define an organized approach to sales dimensioning that can be used by insurance companies and other sectors.
Find out more
The future of digital bancassurance sales
Financial Services
The future of digital bancassurance sales
Borja de la Cuesta
Banks are evolving by leaps and bounds, using digital channels to facilitate interactions and meet the demands of their customer base. In this context, the bancassurance model — which has been an example of success in past decades — must adapt to changing customer requirements and seek ways to continue growing. In this Viewpoint, we explore some options bancassurance businesses can initiate to help them thrive and capture the digital sales opportunity.
Find out more
Setting up successful insurance partnerships
Financial Services
Setting up successful insurance partnerships
Borja de la Cuesta
With maturity and fierce competition across the insurance landscape, partnerships with massive distributors — in bancassurance and beyond (e.g., utilities, retail, telecommunications) — have emerged as an increasingly popular alternative to achieve growth targets. Competition to sign an agreement with a relevant partner is intense and costly, and once an insurer achieves that milestone, failing to capture the expected value emerges as a worst nightmare.
Find out more
Mastering customer retention
Financial Services
Mastering customer retention
Borja de la Cuesta
Profitable growth is a key topic for all insurers in all geographies. Traditionally, insurers have focused on maximizing new sales: new products, channels, segments, incentives, and so on. But over the years, market leaders have discovered that profitable growth requires not only increasing new sales but also successfully retaining customers to increase the total lifetime value of their portfolios. In this Viewpoint, we describe a comprehensive framework to design a successful retention model and share some of the best practices from leading insurers.
Find out more

More About Borja
  • IEB
    Master of Financial Markets
  • Universidad de Valladolid
    PhD in Telecommunications
  • Zurich Santander Insurance America
    Head of Corporate Strategy, Mexico
  • Zurich Santander Insurance America
    Manager, Madrid
  • Everis
    Industry Project Leader
  • Altair Management Consultants
    Senior Consultant
  • Thales Alenia Space
    System Senior Engineer