About ARAG

ARAG is Germany’s largest family-owned insurance company and the world’s leading legal expenses insurer. Founded in 1935 by Heinrich Faßbender in Düsseldorf, the company remains owned by the founding family to this day. Its driving force has remained unchanged for nine decades: enabling people to access justice – regardless of their financial situation.

What began as a six-person operation on Düsseldorf’s Rathausufer has grown into an international insurance group. In Germany, alongside its core business in legal expenses insurance, ARAG also offers its own products and services in the property and casualty as well as health segments. Today, ARAG operates in 19 countries, employs more than 6,000 people, and serves over 13 million customers. In the 2024 financial year, the Group grew by 17.5% to around €2.8 billion in gross written premiums – the strongest growth leap in the company’s history.

Training the sales of the future today

We are pleased to announce a long-term partnership between Fioro and ARAG. In a rapidly changing environment, ARAG is consistently focusing on innovation as part of its ARAG 5->30 strategy program. Strong growth, a clear focus on customer value, and the ambition to actively seize opportunities rather than wait for them – all of this defines the Group today.

The mandate for our collaboration comes from Dr. Matthias Maslaton, ARAG Group Board Member responsible for Sales, Products, and Innovation, as well as the other members of the Group Executive Board. This strategic anchoring shows that ARAG does not see sales qualification as a side issue, but as a central success factor for the future.

How do you win the future?

This question lies at the heart of ARAG’s strategy program for the next five years. In our joint discussions with Frank Küper, Dennis Müller, Evelyn Dieck, and other contacts from the ARAG team, a clear answer quickly emerged: by empowering people to get a little better every day and to stay one step ahead in every customer conversation.

For us, this means one thing in concrete terms: radically accelerating the organization’s learning curve with Fioro. This is exactly where we come in – with AI-powered, practice-oriented sales training for ARAG’s core sales force.

The concrete implementation

1. AI-powered training in everyday sales

We integrate AI-powered sales qualification directly into the daily routine of the core sales force, especially during onboarding. Sales partners train with Fioro using realistic customer situations – from initial contact to needs analysis and value-based argumentation. Each exercise can be repeated as often as needed and is precisely tailored to ARAG’s product portfolio. The result is a fully integrated qualification program that seamlessly brings modern AI simulations into everyday sales work.

2. Hyper-realistic role plays with individual feedback

Our conversation simulations respond individually to language, arguments, and conversational style. This creates a safe space in which sales partners are allowed to make mistakes – and learn from them faster than in real-life situations. Fioro’s AI coaches provide concrete, actionable guidance after each simulation on the next best action – including proven conversation building blocks, effective phrasing, and best-practice examples from the field.

3. Joint development

In joint workshops, we develop the most important sales situations in direct exchange with the ARAG team. Under the principle of “learning from the best,” we leverage the combined expertise from the field as well as the internal trainer team. The goal: a training environment that delivers maximum practical value and directly strengthens all relevant technical and dialog competencies.

Advantage through accelerated learning

Strong growth requires strong sales partners. With our approach, we create the conditions for ARAG’s core sales force to continue moving ahead. We are convinced: those who increase their organization’s learning speed with the help of AI gain the decisive advantage. Together with ARAG, we are shaping exactly that future.