From “mobile first” to “channel first”: insurers review their digital strategy

Two worlds, one challenge

There is a big difference between the intermediate channel and the direct channel, says Van der Helm. “For the intermediary, it's mainly about functionality and efficiency. The direct channel is all about experience, speed and simplicity, without the help of an advisor.”

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In the latter case, customers quickly drop out if the closure process is slow or error-prone. After all, another provider was found online at the click of a mouse. On the other hand, intermediaries also want to be able to work quickly and efficiently. Especially when their systems are seamlessly connected.

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Although the design requirements vary between the two customer groups, the main goal for insurers is to achieve maximum Straight Through Processing (STP) to be reached. This means that they want to set up processes with as little human intervention as possible, but without affecting the customer experience. “In fact, digitization should actually enhance the experience,” says Van der Helm. This requires a sleek and simple business model, a clear focus on process optimization and digital maturity. Insurers that started using AI and unlocking data early are at the forefront of this. “Some have even efficiently housed their data in a data lake,” says Van der Helm.

Data still often stuck in legacy systems

One of the biggest bottlenecks for insurers is that a lot of data is still locked in legacy systems such as AS400. “That makes it difficult to set up fast, modern and digital processes,” says Edwin Verolme, Financial Services Manager at IG&H. “You have to combine information from different sources to facilitate a smooth process at the front end. And that should also look attractive. Fortunately, there are many solutions for this nowadays. However, in order to be able to issue a quote right away, that data must be there, can be linked and processed immediately.”

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In addition, the availability of multilingual portals and communication is remarkably limited among Dutch insurers and proxies. “The target group that needs it is small, so investments often go to more urgent issues,” explains Verolme. He adds that multilingualism was a costly option for a long time because a separate site had to be built and maintained for each language. “Nevertheless, multilingualism is now becoming more accessible with AI. Translation can be added as a module. This is becoming increasingly attractive for insurers with international ambitions or diverse customer groups.”

Control all channels as well as possible

Although consumers are increasingly using their phones for insurance transactions, there is no real “mobile first” approach in the industry. Most applications are still desktop-first and are then optimized for mobile. “You often develop systems for employees and intermediaries who work with larger screens,” says Verolme. “That's why you should actually speak of 'channel first': make sure every channel works properly.”

The way forward

‍Insurers need to think fundamentally differently. Digitizing is not putting your paper process one-on-one on a screen. It's about thinking again about interaction, simplicity and experience. according IG&H we should think in terms of experience first: every touchpoint must be right, without separate, fragmented experiences. No one wants three completely different interactions with the same insurer.

The winning formula?

A clear business model, focus on streamlined digital processes, early use of AI and data and, above all, an obsession with customer experience. But all that only works with modern technology and one integrated platform. Those who get stuck in best-of-breed landscapes or outdated solutions are inevitably lagging behind. In a world where the competition is one click away, a good digital experience isn't a luxury, it's a necessity.