INSIGHTS FROM OUR ADVISORY BOARD

We recently convened our annual Insurance Innovators USA Advisory Board, comprised of senior leaders from across the insurance industry, to discuss key trends and opportunities shaping the landscape of insurance.

We’re grateful to our Advisory Board for their participation, and excited to share their insights.

THE IMPACT OF A CHANGING CLIMATE

Unsurprisingly, it was the interest rate environment that was front of everyone’s mind. The consensus of our Advisory Board is that inflation will fall, notwithstanding central bank nervousness around geopolitical forces, especially in the Middle East. As interest rates fall in turn, competition must ramp up, and the requirement for banks to innovate their product offerings and pricing will become more pressing. This competition, according to our Board, is obvious in retail banking but less clear in business banking, although certain members suggested that they were seeing competition starting to ramp up in this space, too.

In 1980, the US experience one (inflation-adjusted) billion-dollar climate disaster every four months. Now, there is one every three weeks, and these events cost $150 billion each year.1 This figure only accounts for extreme events, and does not include the increase in smaller scale events. Against this background, it’s no surprise to see insurers ramping up premiums or pulling out entirely of the worst affected markets like Florida, where average premiums have tripled since 2018.2

Our Advisory Board was deeply concerned about this issue, acknowledging that the industry has a social responsibility to continue to deliver protection and coverage for customers across the country. How, though, to achieve this while maintaining commercial viability?

Firstly, data is key. The difficulty of a changing climate, of course, is that previous risk modelling data is either less accurate or obsolete. Furthermore, our Board pointed out that certain climate risks, such as convective storms, are extremely difficult to effectively model. However, there are an increasing number of innovative climate modelling solutions around whose data can be leveraged to help an innovative insurer to update risk modelling.

Tech alone, though, is not the answer. Our Board were clear that there is an education piece for customers who purchase an initially attractively priced house without realizing that they will be hit by increased premiums due to climate risk. One of our Board proposed developing partnerships with legislators to give house insurance ratings to reflect affordability in a similar way to House Energy Ratings.

There also needs to be an increase in the number of homes being built better equipped to handle a more extreme climate. Our Board pointed out that developers are incentivized to build for affordability, not for sustainability. Our Board pointed out that the only way to address this issue is to form large-scale partnerships with developers and those in public policy to encourage development with sustainable materials.

With this being said, our Board warned that the hype around FinTech – which had said that nimble, tech-driven startups would take down the established players – is waning. FinTech has been buoyed by favourable rates environments, but as this fades, the relationship between incumbents and FinTechs must be reassessed. The real vulnerability of established players, according to our Board, is to challengers who do one thing very well – with the example being given of Wise, who disrupted international transfers – where it was suggested that banks have traditionally made too much money through too high fees.

BEING WHERE THE CUSTOMER IS

There is greater variance than before in terms of the needs, interests, and expectations of customers. Our Board pointed out that they are facing the issue of, on the one hand, an aging population and the need to support people further into old age and, on the other hand, a growing proportion of digital natives, with our Board cautioning that the technological divide is playing a bigger and bigger role when it comes to service. In an industry which, our Board acknowledged, is not always seen as contemporary, these raising expectations present an opportunity: to develop and provide customers truly excellent, Amazon-like experiences.

But what does this look in practice? One place to look is at Southeast Asian markets, according to certain members of our Board. Apps such Grab or Gojek represent excellent case studies for insurers looking to understand what is possible. One key point about the way that these apps operate with insurance partnerships is that it isn’t just about embedding an insurance product to push to a captive audience: the protection is not the center of attention but represents a genuine value-add for the end customer. There are important differences between those markets and North America, our Board cautioned, namely that the explosion of cellphones all at once in those market enabled certain apps to seize control of people’s digital lives – this won’t be possible in North America.

But there are important lessons that can be learned from looking to these apps and understanding the role that insurance plays in their proposition. Fundamentally, it requires a different way of thinking about the proposition to the customer: one where the insurance product forms a part of a broader customer protection and financial health offering. This is where insurance can move from a push to a pull purchase, and is where the truly exciting possibilities of digital partnerships and embedded insurance are.

TAKING A HOLISTIC VIEW OF DATA

Unlocking all of these possibilities requires a new way of thinking about data. As insurers increasingly move towards data maturity, the focus must shift from optimizing internal data to looking outwards: building and leveraging data and insights gleaned from partnerships with third parties to develop bespoke and dynamic coverage.

Our Board took auto insurance as an example. Across the value chain, from OEM to repair shops to insurance, everyone recognizes the importance of the availability of affordable coverage. The key question is how this can be achieved, especially in the face of new challenges like EVs and supply chain issues. It is only through data collaboration with each of the actors across the chain that insurance products can be given longevity and affordability.

Commercial lines was also given as an example of innovation. Meeting the customer needs here can be extremely challenging, given the broader range of customer needs and looks – from size of business to value proposition. This is an area where the ecosystem, driven by necessity, is larger with a wide variety of partnerships.

It is this increasing turn outwards which offers a wonderful opportunity for insurers to truly deliver for their customers: offering them protection and resilience, and helping to take care of those things which customers love and treasure.

ABOUT OUR INSURANCE INNOVATORS ADVISORY BOARD

The Insurance Innovators USA Advisory Board convenes a small group of industry leaders to discuss key themes, shape our event agendas, and give back to the wider insurance community. The meeting described in this write-up took place in March 2024, and explored the most critical issues facing the industry and the priorities for 2024 and beyond.

Theresa Blissing

Best-selling author and podcast host, InsurTech in Asia

Pete Frey

AVP, Enterprise Telematics,
Great American
Insurance Group

Jennifer Kyung

Chief Underwriting Officer,
USAA

Trenholm Palmer

Director, Insurance Services & Solutions, Volvo Financial Services

Lori Pon

AVP, Claim Innovation & Technology, The Hanover Group

Marcus Rohlfs

Director of Scouting and Trends, State Farm

Patterson Webber

Director, Fraud Operations, Asurion

  1. https://nca2023.globalchange.gov/ 
  2. https://www.wlrn.org/business/2024-03-11/florida-home-insurance-market-hurricanes-litigation

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