Digital channels in the connected insurance ecosystem: on-demand insurance policies

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In any case, change seems inevitable: from 2012 to 2020, the average share of operating costs of technology has increased and the key driver of this increase is precisely digitalization, both in the front end, where technology improves the customer experience, and in the back end, where digital improves productivity and operational performance.

New customer behaviors require a change both in the distribution of products and services and, above all, in company-insured communication : more and more people use digital channels with increasing ease and now expect to find the same standards both when they buy insurance offline and when they buy it online. A seamless and consistent “multi-access” experience on every channel is therefore the minimum necessary condition to avoid being abandoned for another insurance company. Insurance digital marketing is the only approach capable of guaranteeing a truly omnichannel strategy , the only one that can build every action so that the customer is the absolute protagonist.


Connected insurance promotes dynamic products that can update costa rica whatsapp resource themselves in the background and adapt to new levels of risk exposure, ideal for the type of usage-based insurance that is increasingly in demand today. It is the on-demand insurance policy , which allows the customer to purchase or update their insurance coverage online or via app at any time, from any device, and without the need for intermediaries (in fact, every change made to the policy occurs on the basis of data processed in real time).

The Italian situation: the irresistible rise of digital
If they need information about policies, almost 7 out of 10 Italians choose to search online: 35% consult the insurance company's website, 11% open the app, 21% read online reviews to get an idea of ​​the strengths and weaknesses of the different solutions. These numbers make us understand how digital channels have now become an integral part of deep-rooted habits .

Even when purchasing a new policy, in a particularly delicate phase because it includes the payment procedure, 52% of Italians prefer the digital channel to the physical one. A significant 47% of users remain in the analog channels, choosing more “traditional” contact methods because they prefer to interface with a consultant, are afraid of scams and possible data theft or find the company's website or app somewhat repellant.

This is the situation described by the “Hybrid Lifestyle” Observatory curated by Nomisma in collaboration with CRIF, which indicates a growing use by Italians of digital channels in the insurance field . There are many reasons behind choices that tend to favor digital:

receive immediate assistance ,
reduce the time required to manage claims in the event of an accident, from detecting the damage to filling out the report,
cut red tape to get the right coverage at the right time for the right amount of time.
In general, we can say that new technologies, which are becoming more pervasive and easier to use every day, increasingly influence both consumer choices and the ways in which insurance services are used.

Connected insurance supports the building of a valuable relationship with the customer
Digital transformation has also spread to the insurance market and offers companies not only new tools and strategies but also real alternative business models , such as connected insurance , which promises to profoundly transform the customer experience of insured parties.

The advent of IoT and home automation, as well as the use of big data, are preparing the insurance world to face a challenge that is cultural even before it is technological: capturing and maintaining the attention and trust of the customer over time . In this scenario, connected insurance has an extremely positive effect on the insurance company as a whole: it allows it to develop a solid and significant presence on the market , first and foremost digital, through autonomous channels and methods. This is why we can no longer afford to ignore connected insurance : because it supports the construction of a strong relationship with the customer, bringing them firmly back to the center of the processes.