inspiring threat (part 3) ~ Insurance Academy

How is insurtech different from incumbents

Insurtech was able to enter the market in a fundamentally different way than incumbents could. One of the advantages exploited by insurtechs is their freedom from legacy IT products, processes and systems. They are able to design digital processes, products and systems from the ground up, relying on the latest technology. Like fintech, insurtech targets a specific set of values in the sector, rather than seeking to provide end-to-end solutions. Simpler IT and simpler operations result in less investment and faster returns. Insurtechs use their digital expertise to maximize value in several ways that characterize a true digital enterprise:

– Improved connectivity. Insurtechs such as digital brokers Knip in Germany and Clark in Switzerland use artificial intelligence and bots to provide robo-advice through a digital customer interface with digital distribution.

– Targeted product concept. Insurtechs may offer affordable premium products that are personalized based on usage or value-added services. Cuvaa allows customers to purchase hourly on-demand car insurance using their mobile phone. Kasko and Simplensurance offer insurance coverage as an additional purchase on e-commerce sites.

– Full automation. With an automated approach, insurtechs cuts costs and speeds up processes to meet customer expectations. SnapSheet, for example, offers end-to-end automated claims management, while the “shake and go” Claims mobile app allows plaintiffs to interact with their carriers at the crash site by simply shaking their phone.

– Data-driven decision making and insights. With access to multiple data sources, including out of the box telematics and smartphone apps, insurtech applies machine learning techniques to offer innovative and personalized products and services. Metromile, for example, offers pay-per-mile car insurance to low-mileage drivers in several US states. FitSense enables life and health insurers to use data from wearable technology in underwriting, pricing, and claims handling.

Insurtechs builds their business model by addressing the pain points that customers experience in their relationships with existing insurance companies. They primarily seek to increase customer interest and encourage interaction. They do this in several ways:

– Social engagement. Peer-to-peer insurers, such as Friendsurance, Lemonade, Guevara, and Inspeer, use policyholder pools to lower rates, but also create social contracts with policyholders that would be the envy of many traditional insurance companies. ERSTE Digital, a digital broker that offers additional coverage, sells through social media channels, including YouTube, Instagram, and Facebook.

– Interaction more often. On-demand insurance companies such as Trōv can offer consumers a mobile-activated on-off policy to apply or terminate coverage. This innovation promotes customer relationships and increases insurance awareness by making it more relevant.

– Digitizing “moments of truth.” Customer pain points, whether arising in suggestions or claims, can destroy customer relationships. These “moment of truth” consulting solutions, such as PolicyGenius and HeyBrolly, address customer concerns about over or under insurance. Likewise in claims, Bauxy allows its customers to instantly start claim processing instantly by taking a photo of the invoice and sending it electronically.

Insurtechs also embodies the next generation of entrepreneurial culture. Founders are often tech-savvy innovators with experience in software or insurance companies. Unencumbered by heavy operations and high investment requirements, they can take risks to see what works and what doesn’t. They embody the ethos of a digital start-up culture, where companies emerge, fail, and sometimes reappear in modified form, with lessons from failure incorporated into new plans. They tend to adopt a flat organizational style, attracting employees who identify well with the company and its mission. With less distance separating staff from top management, insurtech can more easily adapt and act on the latest experiences.

Next: Insurtech path to improve performance