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Millennials and Insurance Beyond Convenience

3 minutes, 33 seconds read

Millennials are often more comfortable browsing apps than talking face-to-face to an agent. Insurers have hence opted for digitization, introducing automated solutions like chatbots and self-service features on their apps. And it has been convenient for both- organizations and customers. 

However, now that almost everyone is offering this convenience, the question arises — what will distinguish your business from competitors and at the same time lure this generation? After all, millennials represent 27% (2 billion) of the global population. 

Convenience is a ‘must-have’, but what’s beyond?

Today, consumers have a plethora of choices- all of them being digital, convenient and affordable. Thus, carriers need to think beyond online, paperless, instant, simple, and hassle-free products and services. Here’s an outlook.

Price transparency

Insurance has always been the aftermath of a commodity or service. Convincing millennials to buy the same insurance wrapped in simplicity and convenience, also knowing their financial instability is certainly not going to work. According to Cake & Arrow’s research, 58% of millennials struggle for financial security. 

However, millennials do understand the value of insurance. 42% of them agree that insurance protects them and their families. Therefore, fair and transparent pricing can add value to the insurance sales propositions.

The transition towards pay-per-use/pay-per-second/pay-as-you-need models makes insurance more affordable and realistic. Root Insurance, Lemonade, and Trov are some of the insurance startups harnessing consumption-based pricing to the fullest.

Value Added Services

Millennials seek perks. To win their goodwill, Insurers need to add benefits beyond the conventional offerings. 

For instance, Brazil-based Kakau offers home, smartphone, and bicycle insurance. Apart from their regular coverage, it assists policyholders with pest control, cleaning, plumbing, and more by adding practical functionality to the traditional product.

McKinsey estimates the Value Added Services segment in the insurance market is worth $2 billion. The facility for risk assessment, instant claims settlement, self-insurance, and crisis advisory are the new VAS frontiers for Insurers to excel.

Instilling emotional and valuable experiences

There is a unique trait to millennials’ personality. They’re not drifted by plain messaging. They want companies to act on the values they preach and not just use it as a marketing strategy.

For instance, in India, IRDAI instructs insurers to make provisions for mental health in Mental Healthcare Act, 2017. However, a typical health insurance policy pays for in-patient hospitalization and mental illness rarely requires one.

While millennials understand the importance of insurance, they are not enthusiastic about buying it because what they want or need isn’t really covered. To break this barrier, this is a high-time to reinvent products based on actual user requirements.

Featured image for wellness & diagnostics app

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According to Bain & Company’s 30 elements of value- currently, most insurance companies are focusing on adding functionalities to their services like- simplification, time-saving, cost-cutting, intuitive UI, etc. 

The next transition will be difficult and will have a focus on emotional, life-changing, and impactful products & services. How fast an insurer can adapt to this trend will determine the winner.

Platform of offerings

Executives have started to think beyond sticking with what they’re good at and offering a range of services. This change of thought is the need of time. With tech giants offering commodity-specific insurance and millennials welcoming it, Insurers need to build a platform or get into one to sustain the drift. 80% of millennials are open to new entrants who deliver value over incumbents, according to a recent Bain & Company research. 

For instance, Alibaba, the $350 billion valued technology giant, offers a plethora of services to its 755 million active users. It has ventured into payments, cloud computing & AI technology solutions, apart from its core e-commerce and retail services. The company possesses a huge potential to disrupt the Chinese insurance sector, which currently has a penetration rate of merely 4.5%

webinar: AI for data-driven Insurers

Join our Webinar — AI for Data-driven Insurers: Challenges, Opportunities & the Way Forward hosted by our CEO, Parag Sharma as he addresses Insurance business leaders and decision-makers on April 14, 2020.

Millennials and Insurance: the takeaway

Digitization has indeed improved productivity and convenience. But, it has also made millennials feel strangled for real and worthy. They might be overwhelmed with the technology and the pace of life, but deep inside, there’s still a space for self-transcendence. Thus, the Insurers’ quest for winning this segment does not end at offering convenience through digital.

We’re one of the most innovative InsurTechs in the world recognised by Fintech Global with a hands-on approach towards improving customer experiences. Drop us a line at hello@mantralabsglobal.com to know more about our products and solutions.

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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.

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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.

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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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