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Insurance as a service

4 minutes, 26 seconds read

The past years have seen strong traction in “as a Service” business model across several industries. The insurance industry is no different. 

The idea behind XaaS, or “as a Service” is that one can buy services from vendors on a subscription-basis – depending on their needs and requirements. It is especially beneficial to reduce time to benefit, installation costs, ensure scalability and swift upgrades. XaaS often corresponds to the availability of service on the cloud.

[Read More: Everything as a Service]


What is Insurance as a Service?

Insurance as a Service implies that individuals or companies can buy pre-built elements of Insurance services on subscription-basis as per their needs and requirements.

How is Insurance-as-a-Service different from Sandbox?

The Sandbox approach emphasizes on experimenting and learning before finally adopting technology or systems to reduce the impact of failure. Whereas Insurance as a Service is a platform built after testing done on a wide user base and is available for users on a subscription basis. Insurers use a sandbox approach to test product-market fit before the actual release. Individuals, corporates, and even insurance companies can benefit from Insurance as a Service.
Details – Sandbox Approach in Insurance

What makes Insurance as a Service model impressive?

Insurance as a Service model requires only a little to no capital expenditure. The service infrastructure, owned by the provider, distributes the cost across users. 

After studying business cases, primarily for incumbent processes, corporates and stakeholders can test a particular service before actually investing in it. Businesses need not overhaul their core functions for integrations. A small-scale trial can be enough to adopt a specific model. In many such ways, Insurance as a service is an excellent option for incumbents, entrepreneurs, and startups.


XaaS products are, in general, scalable and can be integrated across a variety of platforms without compromising customization and customer experiences. Their infrastructure relies heavily on data, analytics and contextual tools. The fundamental requirements from Insurance as a Service infrastructure are:

1. Customer analytics

Why: Advanced analytical technologies are great to get an insight about customer psychology and implement them to create related products. 

How: NLP-powered chatbots can create a transparent platform for communication with customers and dive into the functional requirements of the product.

[Related:The State of AI Chatbots in Insurance Report]

2. Personalized data

Why: This is a high-time to humanize conversations with customers and establish a real-time personalized relationship.

How: Through the omnichannel approach, it is possible to gather and unify customer data collected from various sources like social media, website, communication with agents, to name some.

3. Contextual tools

Why: To formulate products that can match customer expectations, offer convenience and empathy-based experiences.

How: Leveraging analytics, emotion AI and NLP-based technologies to analyze customers’ intent and perceptions about your brand from multiple sources (e.g. social media, forums, etc.)

How are start-ups developing models for Insurance as a Service?

As per recent InsurTech developments, start-ups are pursuing the following 3 Insurance as a Service model:

1. Full-stack

It involves an end-to-end infrastructure to deploy digital insurance. Here, a technology company can develop a platform for Insurance processes as well as licensed white-label backend. For example, Swiss startup Stonestep provides Micro-insurance as a Service by partnering with mobile network operators, retailers, and vendors who already have an existing distribution presence. 

Working with partners helps them to save infrastructure costs and helps them to make insurance available for even the most remote geographical locations.

[Related: Four New Consumer-centric Business Models in Insurance]

2. Digitizing Process Assistance

Most of the incumbents still rely on legacy systems and processes for underwriting, policy distribution, claims, and agent onboarding. The Insurance-as-a-Service model also assists companies to digitize and channelize insurance operations in a single system and then connect them to their engine. Mantra Labs is a leading provider of InsurTech services and offers plug and play products for digital insurers such as:

Insurance Chatbot: An NLP-powered that works on a self-learning model and is updated from time to time based on the interactions between agents and customers. It brings unparalleled benefits in terms of ROI saving licensing and agent salaries costs.

Paper to digital document parser: Mantra Labs’ Intelligent Character Recognizer allows users to convert and store paper-based or handwritten documents into a digital format. 

Today we need situation-dependent personal risk management products. Insurers can remodel their offerings based on real-time scenarios which will not only urge the customer to invest in the insurance policies but also work towards improving their customers’ health and welfare. For instance, you may not have comprehensive auto insurance. But, how good it will be if your insurer provided theft insurance whenever you enter a theft-prone area? It is a win-win situation for both — the policyholder as well as provider.

3. Digitizing Core Services

Some startups offer their services in a specific field of insurance. For instance, Mantra Labs focuses on customer engagement, new revenue streams, and security features. Some companies like Riskpossible help with underwriting, RightIndem for claims, and others for customer data management and fraud detection. 

Because these companies focus on specific insurance domains they are much more efficient in making Insurance services a winner.

[Related: Visual AI Platform for Insurer Workflows]

Mantra Labs is an InsurTech100 firm specializing in AI-first products and solutions for the new-age digital Insurers. For your specific requirements, please feel free to drop a line at hello@mantralabsglobal.com.

Further Reading:


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Retention playbook for Insurance firms in the backdrop of financial crises

4 minutes read

Belonging to one of the oldest industries in the world, Insurance companies have weathered multiple calamities over the years and have proven themselves to be resilient entities that can truly stand the test of time. Today, however, the industry faces some of its toughest trials yet. Technology has fundamentally changed what it means to be an insurer and the cumulative effects of the pandemic coupled with a weak global economic output have impacted the industry in ways both good and bad.

Chart, line chart

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Source: Deloitte Services LP Economic Analysis

For instance, the U.S market recorded a sharp dip in GDP in the wake of the pandemic and it was expected that the economy would bounce back bringing with it a resurgent demand for all products (including insurance) across the board. It must be noted that the outlook toward insurance products changed as a result of the pandemic. Life insurance products were no longer an afterthought, although profitability in this segment declined over the years. Property-and-Casualty (P&C) insurance, especially motor insurance, continued to be a strong driver, while health insurance proved to be the fastest-growing segment with robust demand from different geographies

Simultaneously, the insurance industry finds itself on the cusp of an industry-wide shift as technology is starting to play a greater role in core operations. In particular, technologies such as AI, AR, and VR are being deployed extensively to retain customers amidst this technological and economic upheaval.

Double down on digital

For insurance firms, IT budgets were almost exclusively dedicated to maintaining legacy systems, but with the rise of InsurTech, it is imperative that firms start dedicating more of their budgets towards developing advanced capabilities such as predictive analytics, AI-driven offerings, etc. Insurance has long been an industry that makes extensive use of complex statistical and mathematical models to guide pricing and product development strategies. By incorporating the latest technological advances with the rich data they have accumulated over the years, insurance firms are poised to emerge stronger and more competitive than ever.

Using AI to curate a bespoke customer experience

Insurance has always been a low-margin affair and success in the business is primarily a function of selling the right products to the right people and reducing churn as much as possible. This is particularly important as customer retention is normally conceived as an afterthought in most industries, as evidenced in the following chart.

Chart, sunburst chart

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        Source: econconusltancy.com

AI-powered tools (even with narrow capabilities) can do wonders for the insurance industry at large. When architected in the right manner, they can be used to automate a bulk of the standardized and automated processes that insurance companies have. AI can be used to automate and accelerate claims, assess homeowner policies via drones, and facilitate richer customer experiences through sophisticated chatbots. Such advances have a domino effect of increasing CSAT scores, boosting retention rates, reducing CACs, and ultimately improving profitability by as much as 95%.

Crafting immersive products through AR/VR

Customer retention is largely a function of how good a product is, and how effective it is in solving the customers’ pain points. In the face of increasing commodification, insurance companies that go the extra mile to make the buying process more immersive and engaging can gain a definite edge over competitors.

Globally, companies are flocking to implement AR/VR into their customer engagement strategies as it allows them to better several aspects of the customer journey in one fell swoop. Relationship building, product visualization, and highly personalized products are some of the benefits that AR/VR confers to its wielders.  

By honoring the customer sentiments of today and applying a slick AR/VR-powered veneer over its existing product layer, insurance companies can cater to a younger audience (Gen Z) by educating them about insurance products and tailoring digital delivery experiences. This could pay off in the long run by building a large customer base that could be retained and served for a much longer period.

The way forward

The Insurance industry is undergoing a shift of tectonic proportions as an older generation makes way for a new and younger one that has little to no perceptions about the industry. By investing in next-generation technologies such as AR/VR, firms can build new products to capture this new market and catapult themselves to leadership positions simply by way of keeping up with the times.

We have already seen how AR is a potential game-changer for the insurance industry. It is only a matter of time before it becomes commonplace.


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