PFA is Denmark’s largest pension provider, serving more than 1.3 million customers. As part of a broader strategy to modernise key customer journeys, they set out to make it easier for customers to access the health services included in their insurance. This includes treatments like physiotherapy and chiropractic care, which were previously tied to delays and manual steps.
PFA’s solution is part of a growing national focus on preventive care, aiming to help people access treatment earlier and reduce long-term pressure on the healthcare system. As Denmark’s largest pension provider, PFA plays a key role in supporting this shift through more accessible and digital health services.
Previously, customers had to rely on phone calls and manual case handling to access treatments, leading to delays and inefficiencies. At the same time, it was challenging to implement digital solutions without adding technical complexity.
To change that, PFA set out to adopt more flexible and modern development platforms. Trifork supported this ambition by enabling a new digital setup that simplifies the user experience without compromising on stability or integration.
The goal was not just to add a new feature, but to improve the entire customer journey. Rather than focusing on systems or internal processes, PFA chose a user-first approach. That required a solution with both great user experience and a solid technical foundation. This is where we contributed, combining design expertise with scalable technology that works smoothly in a complex setup.
The collaboration began with concept development and user journey mapping to align the solution with PFA’s broader digital health strategy. We then moved into co-creation, combining design, development and architecture, supported by strategic advice on compliance, security and performance.
The app was designed in Flutter and built on a digital architecture developed closely with PFA’s team. The result is a deeply integrated and future-ready platform that can grow with their needs.
A standout feature is the in-app booking flow, which lets customers schedule appointments with physiotherapists or chiropractors directly from their phones. This direct-access setup is unique in the pension space and replaces a previously manual process with a smooth self-service experience. It puts the customer in control, shortens the path to treatment and reflects PFA’s ambition to offer more modern, digital-first services.
The app has already proven its value. Conversion rates are significantly higher compared to PFA’s previous flow. More users complete the process and access care faster. The journey is shorter, smoother and largely automated, saving time and effort for everyone involved.
The solution supports PFA’s broader ambition to deliver modern digital services and future-proof their self-service platform.
This case is a strong example of how traditional processes can be reimagined in a mobile-first setup.
“We’ve seen a clear difference since launching the new flow. More users complete their requests, our teams spend less time on manual handling, and the whole experience feels more in line with what people expect today. It’s a great example of how we want to deliver value to our customers going forward.”
If you prefer, you can also contact us on info@trifork.com
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