Groupama and Marcel Paris Drop Speed for Safety with 'The Safest Route'

Groupama is France’s first mutual insurance company. For its latest campaign, Groupama has decided to go against a data driven insurance market, using this so called data for the sake of real people.

Groupama and Marcel are launching LeTrajetLePlusSur.fr / TheSafestRoute.fr, the first free road safety platform based on government data pertaining to accidents. With this data, the website is able to generate and compare two itineraries in just a few clicks: the fastest route, traditionally suggested by GPS and the safest route, one that is statistically the least dangerous.

Groupama CEO Thierry Martel says: “I am thrilled with the launch of the LeTrajetLePlusSur.fr platform. This innovative tool is a down to earth example of Groupama's pioneering and mutualist spirit. We are constantly listening to our members, looking for solutions to make their daily lives easier. LeTrajetLePlusSur.fr is the answer to a road safety need that was identified. One of those everyday things that concerns many people! Now our ambition is to make this service available to all, members of Groupama and non-members alike, and hope that it can be recommended by road transport professionals, integrated into the future updates of leading GPS brands... to benefit road safety for all French people.”

In order for this service to be reliable and effective, official government data pertaining to traffic accidents for the past seven years has been mapped in with precise geolocation. All accidents leading to personal injuries requiring both police and firemen intervention were included. Based on statistics, an algorithm was developed from this data, identifying the roads that are less likely to experience accidents as long as they do not add more than 20% additional driving time on average to daily trips.