Insurers Shift to Newer Channels


Insurers are responding to customer expectations by communicating with policyholders on the Web, by email and through mobile applications. Some insurance segments and processes are moving more quickly than others.


“We find that insurers understand that communicating through email and the Web is critical going forward and they’re investing in agent portals and policyholder portals in order to conduct business with their policyholders and agents in the manner that they want to conduct business.”


Martina Conlon, Novarica


Personal lines has moved to newer channels more aggressively than commercial, and claims operations have embraced electronic communication faster than policy administration. Recognizing that Web and email communication are critical, most insurers are investing in agent and policyholder portals. Most insurers are also planning mobile strategies to serve customers, especially those in Gen Y that expect it.


The newer channels are the evolution of a 20-year trend toward more direct interaction between the policyholder and the carrier, rather than the agent, for particular functions. Novarica research shows that up to 39% of carriers expect to increase their direct interaction with policyholders on issues related to billing, policy service, claims and sales. Even underwriting, which has resisted the trend and rests largely with agents, is moving in that direction.


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