French insurer MAIF launches e-commerce site for the greater good

French insurance company MAIF (~3 million members) has joined forces with its portfolio company and crowdfunding platform for entrepreneurs Ulule to launch Bien ou Bien, a generalist marketplace for anything from fashion to beauty to animals and childcare.

The e-commerce platform will operate in the space of responsible consumption to bring together everyday products designed by brands committed to respecting the environment and people. At launch, Bien ou Bien will bring together 2,000 products offered by 100 merchants. The platform intends to triple these figures by 2022.

Bien ou Bien will be the first platform to require a double environmental and social commitment in its selection criteria. In practice: no organic cotton clothing from India is produced under questionable conditions, nor products that are certainly “made in France” but which use toxic materials.

“MAIF has decided to broaden its commitment to the common good and responsible consumption. With this new platform, we are responding to a strong need of consumers by offering them to move from intention to action and to commit to strengthening their societal and ecological impact. We therefore naturally approached Ulule, a leading player in the collaborative economy, committed alongside impact entrepreneurs to offer the greatest number of Good or Good.” – Pascal Demurger, Managing Director of MAIF.

“Faced with the challenges of today’s world, we observe on Ulule the acceleration of projects by entrepreneurs who are working on the reinvention of everyday products, in an eco-responsible version, often made in France: ethical fashion, organic cosmetics, toys, household appliances … 100 committed brands have already responded to MAIF and Ulule’s call to distribute their products on Bien or Bien, also convinced that it is possible to trade differently and promote consumption patterns responsible. With Bien ou Bien, we wish to continue promoting initiatives with a positive impact, acclaimed by an increasingly large audience, and thus participate in the necessary transformation of our consumption patterns.” – Alexandre Boucherot, CEO and co-founder of Ulule.

Bottom Line: Insurance companies partnering with e-commerce sites is a trend. MAIF building an e-commerce site is an outlier .