LIFE INSURANCE INNOVATION: FOUR POWERFUL EXAMPLES
LIFE INSURANCE INNOVATION FOUR POWERFUL EXAMPLES
The digital economy is rapidly changing the way in which life insurers market and sell their products and services. Already some companies are successfully adapting to the brand new demands of the marketplace. These are the Digital Transformers. They're moving quickly to get new customers, deliver new services and open new markets.
Accenture's recent quarterly Digital Life & Health Innovation Tracker identified five key trends shaping the life insurance industry in mature markets:
Extended ecosystems. Innovative insurers are partnering with players beyond your insurance sector and even beyond financial services.
Culture of sharing.Insurers are generating new business opportunities and enhancing their brands through social aggregation media and initiatives.
Mobility.Mobile technology allows customers to use products and services when the necessity arises—anywhere and anytime.
New market opportunities.Insurers are introducing new aspects of competitive differentiation and increasing sales opportunities and new business.
The client experience. Improved customer experience enables insurers to improve the perceived value of their products and services by enhancing consumer satisfaction and meeting rising expectations.
The first two trends, extended ecosystems and culture of sharing, emerged in the quarterly survey for the initial time. They're becoming increasingly important.
In my previous blog I discussed a number of the emerging opportunities highlighted by an Accenture study of the U.S. insurance market. Below are a few types of innovative Digital Transformers in Europe and Asia:
Community Life, a German start-up, launched an electronic digital portal which provides simple, transparent disability and term life products, along with empowering customers to participate in product development. The Community Life portal acts being an insurance broker, turning the standard life insurance distribution trope on its head through the use of simple insurance contracts without technical jargon.
Max Life Insurance, one of India's leading life carriers, has launched a digital campaign called “Second Chance” to produce public awareness of the requirement for protection through life insurance. The campaign uses videos of human-interest stories on social media marketing platforms, such as YouTube, Facebook and Twitter, and directs viewers to a web site to find out more about life insurance.
Genertel Life in Italy has launched I-Life, a life insurance policy which is often easily accessed by users of mobile devices. Prospective clients are provided with the full quote online in around five minutes. The merchandise includes incentives that reward customers who take care of their health. When they make the most of the free medical checkup, for instance, they receive an immediate discount of 10 percent on their policy premium and a further 10 percent if they are found to be in good health.
ERGO Direkt, a subsidiary of ERGO Group and the third-largest direct life insurer in Germany, enables customers to utilize an electric signature to buy term life insurance online after entering their data and answering health questions on the smartphone. Customers receive their policies within three business days.
These are only a few types of what Digital Transformers are doing to activate customers, apply digital tools, and create ecosystems to compete effectively in the newest digital world.
When you have any other samples of successful Digital Transformers in the life insurance industry i'd like to know. I'd be keen to fairly share your input.
Meanwhile, take a look at several of those links. I do believe you'll locate them useful.