Pravin Agarwal, Whole-time Director, SMC Insurance Brokers Pvt. Ltd, 0
The insurance industry is undergoing a transformation, and the future of insurance will look different than it has in the past. As the Director of an insurance company, it's my job to stay on top of the trends and to anticipate how the industry will change in the years ahead. In partnership with industry experts and trend analysts, we have identified four critical trends that will shape the insurance industry over the next three to five years.
Buying Online Insurance has Become an Ambient Experience
Today's consumer’s move across digital, physical, virtual, and social platforms while seamlessly switching from browsing, researching, and buying. This omni-channel shopping behavior will continue to evolve as it shifts from a discrete task, in which people look for a specific insurance product on a particular channel in a defined period, to an ambient experience. People will discover new insurance products and services while scrolling through social feeds, watching streaming videos, and playing video games. Like instead of bringing customers to particular website, the focus will be to reach out to the customers through LinkedIn and Instagram where they are spending most of the times.
This will make the next phase of insurance less about people choosing which channel to engage with and more about how close insurance companies can get to consumers and the places where they spend their time—places where demand, discovery, choice, and purchase happen.
Insurance companies need to be present in these channels and offer a seamless buying experience across them. This means making the buying process easy, efficient, and intuitive, with personalized recommendations and support available across channels. Insurance companies should also leverage AI and machine learning to anticipate customers' needs and offer targeted recommendations.
Younger Buyers are 2X To 3X as Likely to have Bought Insurance Using Emerging Social Media
As the buying power shifts to younger generations, insurance companies must adapt to meet their needs. Younger buyers are currently the highest adopters of emerging social media platforms, like Instagram, YouTube and Snap chat, and they are more likely to buy insurance products through these channels. Insurance companies must be active on these platforms to engage with younger buyers and offer tailored products that meet their needs.
Insurance companies should also offer flexible and customizable insurance products, such as usage-based insurance, that appeal to younger buyers' preferences. These products should be easy to understand and purchase, with a user-friendly interface that can be accessed across channels.
As Brand Loyalty Fades, Partnerships Grow in Value
Brand loyalty will take a back seat as buyers choose insurance products that better align with their personal values and needs. Insurance companies must innovate
their offerings through partnerships and collaborations. This includes partnering with insurtech start-ups to develop new products and services that meet customers' evolving needs. Insurance companies should also collaborate with other businesses that share their values and goals. This includes partnerships with healthcare providers, wellness companies, and other businesses that can offer value-added services to insurance customers.
Gen Z is The New Buying Powerhouse
Gen Z, the demographic born between 1981 and 1996, is a significant market force in the insurance industry. According to a study by Accenture, Gen Z is expected to become the largest generation by the end of the decade, accounting for 40% of consumers globally. These young buyers are digitally savvy, and their spending power is growing. They are more likely to rely on digital platforms for information and purchases, making them an essential target audience for insurance companies.
To appeal to Gen Z, insurance companies need to understand their specific preferences and habits. This generation prefers personalized experiences, value transparency and convenience. They look for a seamless experience and a digital-first approach. For example, mobile-first insurance companies that use chatbots for customer service and offer digital claim filing are more likely to win over Gen Z customers.
In addition, insurance companies can leverage social media platforms to reach this demographic. Gen Z and millennial buyers are twice as likely as older customers to have bought insurance using emerging social media. Insurance companies can develop creative campaigns on social media platforms, partnering with influencers and using storytelling to build brand awareness and engagement.
Conscious Consumers Want More Value and Less Terms
Consumers today are more conscious of their choices and have higher expectations from brands. This trend is true for the insurance industry as well, where consumers are looking for more value and less complicated terms. They are willing to pay higher premiums for better coverage, but they expect transparency, fairness and ease of doing business.
To meet these expectations, insurance companies must focus on customer-centricity, simplicity and clarity. Customers want to know what they are getting and why they are paying for it. They want to understand the policy terms and conditions in simple language. Insurance companies can leverage technology to simplify the customer experience by offering intuitive digital tools, chatbots, and self-service portals.
In Conclusion
The insurance industry is evolving rapidly, driven by changing customer expectations and advancements in technology. To stay ahead of the curve, insurance companies must adopt a customer-centric approach, embrace innovation and collaborate with partners. Insurance companies need to offer value and convenience to meet the demands of the modern consumer, while maintaining transparency and simplicity in their offerings. By leveraging emerging technologies like AI, blockchain, and digital platforms, insurance companies can create a better customer experience and drive growth in the next five years and beyond.
Insurance companies should also offer flexible and customizable insurance products, such as usage-based insurance, that appeal to younger buyers' preferences. By leveraging emerging technologies like AI, blockchain, and digital platforms, insurance companies can create a better customer experience and drive growth in the next five years and beyond.
Gen Z is The New Buying Powerhouse
Gen Z, the demographic born between 1981 and 1996, is a significant market force in the insurance industry. According to a study by Accenture, Gen Z is expected to become the largest generation by the end of the decade, accounting for 40% of consumers globally. These young buyers are digitally savvy, and their spending power is growing. They are more likely to rely on digital platforms for information and purchases, making them an essential target audience for insurance companies.
To appeal to Gen Z, insurance companies need to understand their specific preferences and habits. This generation prefers personalized experiences, value transparency and convenience. They look for a seamless experience and a digital-first approach. For example, mobile-first insurance companies that use chatbots for customer service and offer digital claim filing are more likely to win over Gen Z customers.
In addition, insurance companies can leverage social media platforms to reach this demographic. Gen Z and millennial buyers are twice as likely as older customers to have bought insurance using emerging social media. Insurance companies can develop creative campaigns on social media platforms, partnering with influencers and using storytelling to build brand awareness and engagement.
Conscious Consumers Want More Value and Less Terms
Consumers today are more conscious of their choices and have higher expectations from brands. This trend is true for the insurance industry as well, where consumers are looking for more value and less complicated terms. They are willing to pay higher premiums for better coverage, but they expect transparency, fairness and ease of doing business.
To meet these expectations, insurance companies must focus on customer-centricity, simplicity and clarity. Customers want to know what they are getting and why they are paying for it. They want to understand the policy terms and conditions in simple language. Insurance companies can leverage technology to simplify the customer experience by offering intuitive digital tools, chatbots, and self-service portals.
In Conclusion
The insurance industry is evolving rapidly, driven by changing customer expectations and advancements in technology. To stay ahead of the curve, insurance companies must adopt a customer-centric approach, embrace innovation and collaborate with partners. Insurance companies need to offer value and convenience to meet the demands of the modern consumer, while maintaining transparency and simplicity in their offerings. By leveraging emerging technologies like AI, blockchain, and digital platforms, insurance companies can create a better customer experience and drive growth in the next five years and beyond.