Bicycle insurance
The Netherlands has a long history of cycling, with the modern bicycle becoming widely popular around 1885. As an affordable and accessible means of transport, bicycles became essential for many, but they also attracted the attention of thieves. This created a new opportunity for insurance companies to step in with bicycle insurance.
The oldest record of bicycle insurance in Nationale-Nederlanden’s archives dates back to 1896—a product born out of a growing need. Bicycle insurance gained momentum around 1930, but it was not yet a profitable product. The conditions were simple: the owner was obliged to take all precautions to prevent theft. Additionally, customers in major cities like Amsterdam and The Hague paid a higher premium due to increased risk of theft.
Around 1924, Willy Sluiter created several posters for De Nederlanden van 1845, using his talent for storytelling through illustration. His posters were dynamic and filled with life. One of his works for bicycle insurance cleverly depicted the urgency of the need for such coverage. The poster shows only part of a bicycle wheel speeding away, and we only see the coattails of the thief, while a frustrated policeman, fully in view, watches helplessly. The scene reinforces the message: bicycle insurance is indispensable.
