Performing personal risk management in one?s life is often considered to be a job for a professional since insurance as a service is very complex. In addition, the interfaces of current electronic insurance services targeted to ordinary users are often product-oriented. As the current physical services are transferred to the electronic environment, the interaction mode changes from human-to-human into human-computer interaction, which results into the growing need of supporting elements for the customer during the service process.

This paper approaches the previously described dilemma by introducing a new approach for developing understandable and manageable electronic services. As a case-example, we introduce the eInsurance service concept with game-based design as the key factor in making the service enjoyable and usable. The service concept was evaluated by random users and the results of a survey show that the game-based approach might lead to an enjoyable and appealing experience in an environment usually characterized as complex and matter-of-fact.