The rise of the digital insurer
Digital sales channels appeared on the Polish market in 1997. It’s been all downhill from there. Kind of.
What exactly does “digital insurance” mean? To clarify the concept, we should start from customers. They use channels such as web, mobile and social media to consume shared content, engage with brands and complete transactions.
So, what the above term stands for is closely tied to sharing content and performing operations within the same channels customers are familiar and comfortable with.
Insurers often combine this model with traditional business practices, e.g., a process started by filing a paper application is continued with the use of an online document system, while the agent-customer relationship is supported by digital sales and advisory tools. On top of that, all inbound and outbound communication is carried out via contact center.
According to Gartner reports, most insurers make use of such mechanism to some extent. The increase in the use of technological innovations mostly stems from customer preference and approach towards new channels. However, according to Sigma, market characteristics and new regulations are also highly influential as they come with new challenges for insurance distribution.
| The first online insurance in Poland was offered by STU Hestia in 1997 |
Without a doubt, insurance digitization will continue. It is going to proceed in the same way as it did so far, in the form most suited to the market, which is insurance distribution.
The technological revolution that is currently under way in the banking sector shows how far-reaching the process can be, and how deeply it can influence financial institutions and their relationships with customers.
Mariusz Janczewski, Senior Insurance Consultant, Comarch