With inncivio, Anna Raafat is developing a technology that helps users navigate complex digital environments from banking to insurance through intelligent real-time assistance. In this interview, she explains why financial literacy and AI-powered contextual personalization belong together and why many users feel overwhelmed by digital platforms .
As financial and insurance services become increasingly digital, many consumers struggle with jargon, product complexity and information overload. This is exactly where inncivio comes in: The US-based start-up, founded by Swiss and Portuguese co-founders, analyzes anonymized user behavior and provides contextual support at the exact moment users need it. The goal is not only higher conversion rates, but also more informed decisions through personalized and financial advice.
With a background ranging from the Swiss National Bank to Deloitte and the fintech sector, Anna Raafat combines expertise in business, technology and strategy. In an interview with thebrokernews, she shares her views on financial literacy, AI-powered customer engagement, trust in digital platforms and the future potential of the insurance industry.
Anna, you started your career at the Swiss National Bank before switching to consulting and the fintech sector. What ultimately motivated you to become an entrepreneur?
There were several reasons for this. Firstly, my family is very entrepreneurial; both my parents built a successful business and inspired me to build something of my own. Secondly, I am incredibly passionate about my work and want to make a positive difference. There is simply no better way for me to do this than by working with wonderful business partners to build something of my own for a cause I truly believe in.
Was there a particular moment when you realized that there was a real gap in the market that needed to be filled?
Yes, there actually was one. When I started working for a lending marketplace in Zurich, I realized that there is a growing gap between easy access to innovative fintech solutions and people’s knowledge of how to best use and benefit from such products (loans are just one example, but this extends to trading, cryptocurrencies, insurance and more!). Great products and great customer support are not enough for everyone to use them properly and maximize their returns, nor are they enough for these companies to maximize their returns. This sub-optimal balance can now be resolved thanks to advances in AI and the rapidly falling cost of computing power.
You mentioned that financial literacy worldwide is around 35 percent. What risks does this pose for society and the economy?
I firmly believe that knowledge solves most problems. Without the right understanding – for whatever reason – people make the wrong decisions (or make none at all), which has long-term implications on a macroeconomic level. When you combine this lack of knowledge with rapid technological advancement and near-universal access to everything, this becomes a critical problem. While modern users expect to make decisions quickly and effortlessly, access to information needs to be simple and frictionless to be truly effective. Companies need to take this into account to ensure that users make the most of digital products in a sustainable way.
How does your technology recognize when users need help navigating a digital platform?
Our technology anonymously analyzes user behavior in the specific context of a digital platform and accurately predicts when a user needs precise information and not just noise. Our predictive AI models determine what knowledge or information the user is missing in that specific context, at that location, in that format and at that time. This insight is then delivered directly to the platform via contextual cues, tooltips and pop-ups, ensuring that the user not only does more, but more importantly, does it better. Ultimately, we turn user confusion into trust and trust into transactions.
Behavioral analytics can raise privacy concerns. How do you deal with trust, anonymization and data protection?
Absolutely. We have extensive experience in this area, having been active in the fintech sector worldwide for many years. We follow strict measures to ensure data protection:
- We do not track personal data, but instead focus on anonymous behavioral “footprints”
- In addition, all data is encrypted using multi-layered approaches
- We are also SOC2-compliant, ensuring best practices in data and information management within the company
You emphasize that the goal is not simply more transactions, but better decisions. How do you define a “better decision” in digital finance?
Of course, this depends on the focus of the platform, whether it is a trading platform, a credit marketplace or a neobank, the goals will be different. By “better” I mean “well informed” from the user’s point of view. Sometimes you see quite intrusive pop-ups that are designed to get users to make more purchases at any cost. This may increase a platform’s sales in the short term, but if users don’t properly understand the actions they are taking, they will ultimately lose trust. I believe that when you truly understand a financial action, you have more control over it; you achieve better results and continue to transact in the long term. This creates a win-win situation for both the end user and the company, which usually relies on a transaction-based revenue model.
Why do you think the insurance sector is particularly well suited to your technology?
Beyond the financial sector, I am convinced that the insurance industry is another sector that needs our technology. Ultimately, any transaction-based platform with a certain level of complexity needs this kind of advisory layer. An insurtech absolutely fits into this category.
Insurance products are often perceived as difficult to understand. Where do you see the biggest communication gaps between insurers and customers?
For retail customers to make an informed decision about which insurance product to take out, multiple layers of information need to be clear. While digital platforms do a great job of simplifying the user experience, it is still a “one size fits all” approach; not everyone has the same information needs to make a decision. Thanks to today’s technological advances, it is possible to identify what each individual user is missing in a particular case and fill that gap efficiently, in real time and in the right place: be it by explaining complex technical terms, explaining the scope of insurance or clarifying what information is currently missing.
What distinguishes inncivio from conventional chatbots, FAQs or static information services?
Above all, inncivio is contextual and proactive. We are convinced that it is already too late to wait for a user to ask a question – simply because sometimes you don’t even know how to formulate that question. We believe that the future lies in predicting what you are missing in real time and providing it accordingly. Furthermore, personalization requires the right place, the right time and the right format. FAQs and static information offerings are wonderful sources of information, but they are the same for everyone. But user A may be more visually oriented than user B, while user C may be more experienced than user D. It doesn’t make sense for everyone to see exactly the same content. Today’s technology can solve that. Also, while education is great, what users often lack is the connection between information and action. Without this bridge, content becomes too theoretical or abstract. We want to close this gap.
Do you think that digital platforms will eventually anticipate users’ knowledge gaps before they even realize that they need help?
Yes, definitely!
You grew up in France, are German and now also Swiss and have a multicultural background. How has this shaped your view of innovation and business?
There is so much beauty and diversity on this planet; taking the best from every culture you encounter is what I love to do, both personally and professionally. That’s also why at inncivio, although the team is still small, we already cover several continents, languages and cultures. Nevertheless, we have a common mission that we are all working towards together!
What makes Zurich and Switzerland attractive locations for fintech and AI start-ups?
I actually see similar trends to those in New York: a vibrant multiculturalism that is incredibly noticeable on a per capita basis. It is precisely this diversity that drives strong innovation and progress. Switzerland also has excellent universities, which makes it a sustainable R&D center on the global stage.
Where do you see inncivio in five years’ time, and what role will AI play in the everyday lives of banking and insurance customers by then?
I see inncivio as a contextual orientation layer in the entire transactional digital economy, reaching far beyond the finance and insurance sector. It acts as a bridge that enables platforms to empower their customers while generating solid, recurring revenue. We would essentially become the “invisible hand” or the “ultimate revenue infrastructure” for the transactional economy.
The questions were asked by Binci Heeb.
Anna is the Co-founder and COO of inncivio, an agentic revenue layer for fintech and financial services. An economist by education, she previously worked at the Swiss National Bank and Deloitte, specializing in macroeconomics and strategy consulting for the banking sector. After identifying critical knowledge gaps in the fintech industry, she co-founded inncivio to solve them. Fluent in German and French, she’s also proudly defending a nearly 800-day Spanish streak on Duolingo!
Read also: Swiss InsurTechs are gearing up for London – and looking for capital, data power and sales experts
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