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Commercial Claim's Journey With AI

AI is still very new to insurance, and claims teams are only scratching the surface on how it can be applied for the betterment of all constituents.

Across commercial insurance, from auto liability to workers’ compensation, claims that involve a bodily injury tend to follow a common life cycle from the moment a claim is opened until the date it is resolved. As claims evolve through stages in this journey, a growing set of data gets added to the claim file, pulled from bills, notes, images, payments and other files. For complex claims, the journey can extend for years and involve updates and files from adjusters, nurse case managers, providers, attorneys and others. When AI is added, the data in this journey becomes visible, forming a more predictable trajectory that enables adjusters and supervisors to effectively manage the claim, reduce costs and enable better outcomes for all involved. 

Traditionally, much of this data is not fully used, either stored beyond the reach of claims teams or overlooked by busy adjusters just trying to stay on top of their caseload. But now, image and language processing can aggregate and organize that data, and machine learning can be applied to generate insights and predictions about the likelihood of future events. All of that gives adjusters a powerful new tool to help claimants get back to health faster — and reduce costs for all parties involved.

To see the potential, let’s look at how a claim in a specific line of commercial insurance — workers’ comp — evolves today. A person gets hurt on the job, and the employer files a claim. A claims adjuster collects notes from the worker and employer and keeps track of progress as the claimant visits a doctor. The worker gets additional treatment over time, which is also documented, and then goes back to work if all goes well; if it doesn’t, the claimant may enlist a lawyer, which extends the life cycle many months or more. Much of the data collected is never analyzed, and often only a fraction is reviewed. Even if they had the time, adjusters would struggle to draw connections between all of the disparate data.

This is how things have worked for decades, but they haven’t actually worked, at least not to their potential. Claim costs have risen due to using reactive rather than proactive management and tools, allowing 28% of claims to drive 80% of claim costs.

To make the mountains of information that accompany a claim more useful, artificial intelligence (AI) is slowly being introduced into the claim’s journey, starting with predictions that are most critical, such as claim costs or attorney involvement. But AI is still very new to insurance, and today’s claims teams are only scratching the surface on how it can be applied for the betterment of all constituents.

AI in action

Let’s take a look at how AI can reshape the journey of a claim. In this new vision, the pivotal points in the claim life cycle remain the same, but, with data science mixed in, the journey becomes smarter and more efficient. A simplified flow may run as follows:

Intake and Phase I predictions

This is the area where several vital applications of data science emerge. Phase I also sets the stage for each subsequent phase.

A claim is opened, and all of the initial details on a worker’s injury are placed in a cloud-based system. As such, relevant case details are accessible to analysis; no one needs to go digging through case files manually or waiting for hard copy images to arrive. With advances in AI, asynchronous data sources, such as notes and images, are incorporated so that the system can understand and use them to establish trends and make connections.

Using data science, predictive algorithms assess not only the data collected on the claimant, but also can compare it to all of the data available in the system on other claims — which translates to a repository of millions of data points. This enables systems to do things like assign claimants to available providers who are believed to be the best-equipped to treat them and flag cases that might warrant extra care.

With relevant information available at claims adjusters’ fingertips, AI systems eliminate significant amounts of time spent by adjusters working on each claim. For example, the potential for the claims rep to simply direct a claimant to a provider she knows — whether or not it is the right provider for the case — dramatically decreases if there is an algorithm that looks for available specialists within a 30-mile radius of the claimant, who have a track record of positive outcomes and who are in-network and available. That information allows the rep to instantly choose the best provider for the job. This is particularly important today, given the limitations on care access imposed by COVID-19 and the new types of cases that are appearing in claims. Even veteran adjusters can’t rely on their same roster of thoroughly vetted providers; they need a system that can identify new possibilities that will deliver desired outcomes.

See also: New Analytics for Small Commercial

Well-trained machine learning can identify potential markers for problems within a claim based on data from thousands of other claims. With intelligence, systems can flag these cases for adjusters with recommended actions (again, based on data) so that adjusters can intervene early. Remember that stat about how 28% of claims result in 80% of claim costs? Early intervention can diminish this issue and save companies millions of dollars a year by being active about these claims; AI-based systems make this remarkably fast and easy to do.

In each of these cases, the adjuster is saved from countless hours of research that can never be as complete as what a machine can turn out in only seconds. As a result, the adjuster has more time to devote to the cases that matter most. She can also handle a greater number of cases to help more people more quickly.

Care delivery and Phase II predictions

In the next phase, the claimant goes on to receive additional care, and data related to the claim is continuously monitored. Algorithms can flag coding errors that prove costly throughout the life of a claim or look for signs of provider fraud. A wide range of claimant sentiment signals can also be triggered by the continuous data feed, including potential return to work concerns, comments that often lead to litigation, and treatment concerns with the primary doctor. The signals are time-stamped, and together they form milestones in the claim’s journey. The sequence of adjuster contacts and recommended actions can also be plotted.

If all goes well, and no flags emerge during the care delivery phase, the claimant heals and returns to work. The claim is resolved efficiently. In some cases, though, the claimant may pursue litigation, which can add thousands of dollars and several months to the life of each claim.

Litigation and Phase III predictions

Claimants might involve attorneys soon after filing a claim or much later. In either situation, attorney involvement represents a whole new phase.

With the right algorithm and the means to pull data, AI systems can identify the best attorneys for a case based on outcomes. The systems can also pull and analyze key settlement data so that organizations can make the right decision about whether to settle and when. As a result, cases are resolved as quickly as possible, and claims are closed more efficiently than ever before.

Conclusion

While this is only a snapshot of how AI can be applied today, it illustrates how having actionable, contextual information in your hands at the time you need it, particularly early in the claim’s life cycle, enables claims to be handled efficiently, resulting in better care for claimants, lower costs for organizations and fewer frustrations and manual tasks for adjusters.

See also: The Case for Paying COVID BII Claims

As the world of claims continues to evolve, this technology will become even more important, driving insights and breakthroughs. Increasingly, AI produces results that empower organizations to adapt faster and more responsively. It’s exciting to think about where it will go next.

As first published in PropertyCasualty360.


Ji Li

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Ji Li

Ji Li, Ph.D., data science director at Clara Analytics, has leadership responsibility for organizing and directing the Clara data science team in building optimized machine learning solutions, creating artificial intelligence applications and driving innovation.

Where Blockchain Shines Right Now

The seafood supply chain, for instance, can become transparent and trustworthy, while blockchain automates location updates.

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Blockchain can be used in different domains, such as fintech, healthcare, manufacturing, tourism, real estate and government. It removes intermediaries from many business workflows. This helps organizations optimize costs and gain additional competitive advantages. Let’s go through blockchain use cases beyond bitcoin.

Blockchain-based supply chains

In a traditional seafood supply chain, for example, it is hard to trace illegal practices and product mislabeling. There are too many parties involved, with incomplete transparency about their actions.

Food safety and quality issues lead to parties mistrusting each other, which adds to the industry’s economic instability. Sustainability is also a growing problem, because more customers demand to know where their food comes from.

To solve these problems, blockchain consultants suggest implementing the combination of IoT and blockchain. The IoT part consists in tagging seafood items with sensors that gather and translate their location data in real time. Recorded on a blockchain, this data becomes available to all members of that blockchain, allowing them to track the food origin.

Thanks to blockchain, the supply chain can become transparent and trustworthy. It can also become faster and cheaper because of the automation of product location and status updates.

The same approach can be followed with other highly regulated products (such as pharmaceuticals) or high-value resources (such as gemstones and precious metals).

Everledger, a startup that recently secured $20 million in funding, created a blockchain use case in which each asset is assigned a digital fingerprint and tracked throughout the supply chain. This system provides all stakeholders with an immutable, forgery-proof record of each product’s origin. 

Distributed autonomous marketplaces

One of the main advantages of blockchain is its decentralized structure. That’s why in the future some blockchain applications may well underpin autonomous distributed marketplaces regulated by their users rather than corporations.

See also: Blockchain: Golden Opportunity in LatAm

Let’s consider the possibilities blockchain can bring to marketplace management. In the table below, there are marketplace aspects that a blockchain model would redefine:

An example of a blockchain-based marketplace is Australian startup CanYa. The company tries to differentiate itself from the competition by offering more transparency and trust. CanYa’s founders guarantee that paying clients will be satisfied with the quality of provided services, while service providers will be paid in full and on time. All this is achieved thanks to blockchain.

The startup also launched iOS and Android apps processing both fiat cash and peer-to-peer cryptocurrency payments. Their own cryptocurrency—CanYaCoin—is created to be at the center of the platform. It is designed into the innovative hedged escrow contracts that combat the notorious instability of cryptocurrencies.

Origami Network takes a different approach by offering developers a platform where they can create their own peer-to-peer marketplaces. Origami developed a set of blockchain-based standards and protocols, which businesses can use to create their own online decentralized shopping platforms and enjoy all the perks of the distributed ledger technology. 

The emerging smart marketplaces prove that blockchain use cases are not just limited to technological advancements but will also most definitely bring socioeconomic change through decentralized autonomous organizations, much like the internet did.

See also: Blockchain in Insurance: 3 Use Cases

Customer care, IP protection and beyond

If we fantasize a bit and extend what startup SimplyVital Health is doing with its ConnectingCare platform for tracking post-discharge patient care, similar advancement can be made in the field of tracking customer care and the quality of after-services using IoT data on blockchain. This way, you don’t have to worry about an employee forgetting about a tweet or a message from a disgruntled client.

Similarly, music and photography publishing is moving to blockchain, with products like Ujo Music that allow users to protect all rights to their creations by simply publishing them, without the notorious intermediaries. It’s safe to say the same is possible for tracking all types of intellectual property and payments to creative professionals to secure their rights.


Ivan Kot

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Ivan Kot

Ivan Kot is a senior manager at Itransition, focusing on business development in verticals such as e-commerce and business automation and on cutting-edge tools such as blockchain.

Succeeding at Hard Conversations

Unless we have the emotional intelligence gained from tough feedback, we are unlikely to be suitably nuanced in communicating to others.

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During this time of teams being physically apart, it is easy for leaders to avoid difficult conversations.

Empathy and compassion matter from leaders at this time, but you will not be serving your team if you use those as an excuse to avoid all criticism or challenging feedback.

For that reason, I am hearing from a number of my clients, who value some help on having more challenging conversations, and am pleased to share another book recommendation. This review covers a book that I have found provides a very useful model.

In her popular book, “Radical Candor,“ Kim Scott shares a model developed during her work at Google and Apple, as well as coaching CEOs in a number of successful startups.

It’s an easy read (though will provide you with plenty of challenge to put the theory into action). In this review, let me walk you through the key concepts and recommended steps (while still recommending that you buy the book).

Radical Candor: the central model of the book

At the heart of this book is the model that Kim presents to help define the term radical candor.

This term and its relevance to having difficult conversations is defined by considering two dimension in a 2×2 matrix. On the horizontal axis, you have the need for challenge directly (rather than avoiding saying anything, or moaning to others, at the other extreme). On the vertical axis, you have the need to care personally (rather than attack verbally just to win, at the other extreme).

The model:

difficult conversations image 1
Radical Candor 4 quadrant model (from Kim Scott)

I hope you can see that this definition of challenging conversations that can help (the radical candor quadrant) is useful in avoiding common mistakes. Kim emphasizes that radical candor is not brutal honesty or obnoxious aggression, as distinguished above.

However, Kim also (rightly in my view) highlights that a more common misstep is to back off a challenge that is needed for fear of hurting someone’s feelings or in response to emotion. That pitfall is defined as ruinous empathy above and is a mistake I’ve made in the past.

Start by learning to take it yourself

Moving on to putting that model into practice, this book recommends first experiencing being the recipient of criticism. In other words, solicit candid feedback.

It sounds easy, doesn’t it? Yet, most bosses will acknowledge that they rarely hear critical feedback from their peers or team that will help them improve. Unless we have the emotional intelligence aid of learning to experience receiving this, we are unlikely to be suitably nuanced in communicating it to others.

This book tackles the challenge head-on, with another model to guide you in requesting criticism. Kim proposes the following steps:

  1. Ask a go-to-question
  2. Embrace the discomfort
  3. Listen with the intent to understand, not respond
  4. Reward the candor

As an executive coach myself, I can see so much coaching wisdom in each of these steps: practicing asking open questions that cannot be answered superficially, getting comfortable with silence, silencing your inner defenses and offering appreciation even if it hurt.

Readers could learn so much from this book, even if they only became skilled at putting this part into action.

Praising can be difficult, too

When hearing the common term, difficult conversations, it is tempting to always think of giving or receiving criticism. But delivering praise can be hard, too.

As Kim highlights, it is easy to remain so high-level in praise that it does not help the hearer and comes across as insincere -- just saying that.

This book has a framework to help you provide more effective praise. It uses the acronym of COR:

  • Context: What is the context for your feedback?
  • Observation: Describe what the person did or said.
  • Result: What is the positive consequence that is most meaningful to you and them?

Such a simple formulation, but following that guidance can make such a difference in communicating praise that people take on board.

See also: Mental Health Even More Critical Now

Mastering criticizing productively

The book does go on to what readers probably expected guidance about: how to challenge someone, or communicate criticism in a way that is helpful. That balance is described in Kim’s initial model, of challenging directly while also caring personally.

Here, too, Kim provides a model/framework/acronym. It is labeled as HIP, but really it’s the slightly more clunky HHIIPP:

  • Humble: realize it is only your perspective
  • Helpful: make sure your goal is to help the person
  • Immediate: provide as close as possible to the event
  • in Person: where possible, meet in person
  • Private: find a private place away from others
  • not about Personality: Be specific and focus on behavior, not motive

Once again a helpful guide in a book packed with practical suggestions and examples from the rough and tumble of office life.

Are you having difficult conversations?

I hope that book review encourages you to both read this book and put this advice into practice.

Do you agree that difficult conversations are being neglected? Have you ever been trained how to do this well? How are you managing to still have these types of conversations when working from home?

I look forward to hearing your experience and advice.


Paul Laughlin

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Paul Laughlin

Paul Laughlin is the founder of Laughlin Consultancy, which helps companies generate sustainable value from their customer insight. This includes growing their bottom line, improving customer retention and demonstrating to regulators that they treat customers fairly.

Reflections on Insurtech, Pandemic

Will the dramatic change to work and life patterns unleash innovative startups and new rounds of funding?

Much has already been written about the implications of the pandemic, the related economic slowdown and the effect on insurance startups. As usual, there is a wide range of opinions. Will insurtech be a casualty of COVID-19? Or will the dramatic change to work and life patterns unleash innovative startups and new rounds of funding?

The answer probably lies somewhere in between. SMA’s perspectives are documented in a recently released research report, The Top 10 Themes for Insurtech 2020: Operating in the Pandemic Era. The first part of this blog will provide some quick observations about the developments of the last few months, but the remainder is more about the future of the startup movement.

Since the pandemic began to take hold and dramatically affect the business environment, there have been some significant shifts. Generally speaking, insurers have been less eager to start exploration and projects with startups. The exceptions are those with solutions that address some of the digital gaps that have been exposed by the work-from-home, restricted-travel environment. The successes include companies that enable self-service in the claims space, digital payments and other areas that reduce the processing of paper documents and the need to meet with customers in person. Projects already underway that have demonstrated ROI are continuing as insurers strive to maintain momentum and reap the value.

On the investor side, more funding has shifted to later-stage deals during this transition. Interestingly, there seem to be just as many launches as ever – there is no shortage of innovative ideas. Full-stack startups, especially, seem to be gaining momentum in terms of capital and expansion into new product and geographic areas.

The bigger question is where insurtech goes in 2021 and beyond. My sense is that insurtech will pick up steam and be a formidable force for industry transformation throughout the decade. Some of the full-stack insurers and the digital distribution firms are already starting to deal with premium volumes that are causing insurers to take notice. As they expand next year, their financial impact will continue to grow toward billions in premium, up from the tens or hundreds of millions today. By the end of the 2020s, we could see some of the startups from the 2010s decade listed among the top 25 insurers in North America.

What about all the startups with tech solutions to address business problems in specific lines or business areas? We expect solutions for underwriting and claims – for both automation and insight – to play significant roles throughout the decade. There are many opportunities in various lines of business to advance digital transformation, thus improving customer experience, operational efficiencies and financial results.

Another area that is already starting to bloom is solutions for the property insurance line. Increasingly rich data sources and new AI/analytics capabilities offer tremendous opportunities to understand exposures at a deeper level and underwrite/price risk. Many opportunities for claims management exist, including those that leverage connected devices.

See also: The Future Isn’t Just for Insurtech

From a technology standpoint, there is still a lot of runway ahead for AI-based solutions. Technologies like machine learning, natural language processing, computer vision, robotic process automation (RPA) and voice recognition/generation are likely to be core elements of many startups into the next decade. AI technologies are transforming many industry sectors and will result in changes to customers, risks and operations for insurers.

Overall, SMA predicts an active, healthy, growing insurtech movement for the decade of the 2020s (barring something like a long-term global depression). There are just too many good ideas and too much money and expertise to be harnessed for capitalizing on the many opportunities for transformation across the P&C industry. 


Mark Breading

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Mark Breading

Mark Breading is a partner at Strategy Meets Action, a Resource Pro company that helps insurers develop and validate their IT strategies and plans, better understand how their investments measure up in today's highly competitive environment and gain clarity on solution options and vendor selection.

Is Intuition Dead? Probably Not, but...

With the pandemic throwing historic data out the window, more algorithms and AI are being used in what might be called bionic decision-making.

As Carl Jung succinctly pointed out: “Thinking is difficult; that’s why most people judge." In this COVID-filled world, where assumptions have been shaken and behaviors radically altered across many sectors, everything from restaurants, to travel, to shipping, to real estate, to healthcare, to technology has been upended. Leaders must simultaneously think deeply about trends and market forces while seeking lots of new data and analysis: one part creative and speculative, the other concrete and analytical. 

Only sophisticated organizations can manage these two truth-finding processes simultaneously, and both demand a lot of thinking. Organizations must wade into the ambiguous world of looking for new patterns of behavior, estimate how long these new patterns will last and imagine a future that may be the same or very different than the past. In many settings, I’m seeing more and more data, algorithms and AI helping to shape what I call bionic decision-making. 

What’s bionic decision-making? From one point of view, every human decision since the invention of language has been a bionic effort because people use their intuition and their tools — together — to make a choice. I like to use the term bionic because it describes a combination of a human (or humans) plus data, algorithms and, where relevant, AI to make decisions. The more computable our reality becomes (see my post on the Law of Computability), the more we will rely on bionic decision-making. 

Of course, this trend is not universally true, as not everything has changed. However, there are places where only those who adopt bionic decision-making will survive. Let’s take restaurants — where some say as many as 50% of locations will go out of business. I’m working with a firm creating very sophisticated labor prediction models based on demand. Traditionally, a restaurant manager uses a three- to four-week rolling average, and gut instinct, to figure out how to staff. You can imagine that staffing, which is the second largest cost for most restaurants after food, is a big deal. The average manager was off about 5% to 20% on any given day. However, today, the four-week moving average is almost useless, and the perturbations of the market — given new COVID numbers and changing responses by government, etc., are making traditional intuition much less useful and in some cases useless.

This strain on intuition is happening in more and more places in our economy. Will people return to retail stores? When? How many people want to go “back to the office” when things get better? How many people will take the COVID vaccine if we ever have one? What will happen with air travel? Some things, like the intuition of what makes for a good on-demand movie series probably have not changed... but many things have. What do you do?

  • Step 1: Determine whether intuition is dead on the task you’re trying to manage. 
  • Step 2: If it is dead, see if you can model the problem. Gather data. Make predictions, but build a model that is incredibly flexible and can be updated with new data and information easily. 
  • Step 3: Build a business process that can help build, use and implement the implications of these decisions. 
  • Step 4: Build a learning system that can update the model, the capabilities and the data. 
  • Step 5: Partner with suppliers and customers who recognize the death of intuition and help make sense of the new world with them in concert with your efforts.

See also: COVID-19 and Need for Analytical Insurers

We know who wins at chess — it’s a team of people with a team of machines. The game requires a new type of bionic, network intelligence. In roofing, you can’t be competitive if you don’t have automatic nail guns. So, too, in many businesses; if you don’t go bionic, your non-bionic intuition might spread and kill your whole business. 

The bionic world demands a new learning system where your organization can review, ingest, test and evaluate new types of algorithms faster than ever before. Moreover, you need to re-frame decision-making as not just the annealing of data into information into wisdom, but as a constant discovery process with new data and findings all the time. I get tired just thinking about it, but those who do master this new bionic learning will operate at a pace and accuracy that will leave the competition in the dust — and there’s a lot of dust in the air now, and there will be for a while to come.


John Sviokla

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John Sviokla

Dr. John Sviokla has almost 30 years of experience researching, writing and speaking about digital transformation — making it a reality in companies large and small. He has over 100 publications in many journals, including Sloan Management Review, WSJ and the Financial Times.

5 Liability Loss Mega Trends

Fines and remediation standards are on the increase, so environmental management should be a boardroom priority.

The range of exposures facing corporation, as well as subsequent loss and claims scenarios, have increased significantly in recent years. There are rising court costs, disruptive recalls, political risks and environmental problems – all in the face of a challenging global pandemic. Allianz Global Corporate & Specialty (AGCS) experts highlight five loss mega trends in a new report that may affect risk managers and their broker partners, reflecting the state of the liability insurance market.

1. Drivers of social inflation, such as litigation funding and class actions challenging businesses and moving into new jurisdictions

"Social inflation" describes rising insurance losses due to the growing emergence of litigation funders, higher jury awards, more liberal workers’ compensation claims, legislated compensation increases and new tort and negligence concepts – a phenomenon that is especially prevalent in the U.S. but that is now growing globally. Consumer-facing industries, such as retail, healthcare, automotive, insurance, pharmaceutical and financial services, are often the most affected by this trend, but many other industries are increasingly susceptible.

In the U.S. in 2019, there were 74 settlements totaling $2 billion and four mega settlements greater than $100 million, representing 45% of all settlement dollars (but only 5% of all cases). Median case amounts increased from around $1 million to $1.5 million per year between 2001 and 2014, to between $2 million and $2.5 million per year from 2015 to 2017 and finally up to almost $4 million per year for 2018 and 2019.

The increasing sophistication of the plaintiffs’ bar, including expanded use of jury consultants and psychologists specializing in group dynamics, has influenced the size of the settlements that juries are willing to award.

In the wake of the coronavirus pandemic, court closures and the uncertainty of reopening is affecting the legal environment. With attorneys working and conducting depositions remotely, the legal process has become more complex and slower. Plaintiffs realize that, even if their case makes it to court, it could be two years or more before it’s tried before a jury. Others worry that jury trials won’t be feasible as long as social distancing rules apply.

2. Rising automotive repair and recall costs drive high liability claims, as supply chain complexity deepens

The U.S. National Highway Traffic Safety Administration (NHTSA) administered close to 1,000 safety recalls affecting well over 50 million vehicles in 2019. Although this represents a slight decline in the number of recalls year-on-year, it still represents an average of more than two recalls every day in 2019. In addition, around 20 million more vehicles were affected in 2019.

2019 also saw high numbers of recalls across Europe. A spike of 75% meant there were 158 automotive recalls in the first quarter of 2019 – the highest total in the history of Safety Gate, the E.U.’s Rapid Alert System for dangerous non-food products. In total, the volume of motor vehicle recall alerts across the E.U. reached 475 for the year – the highest figure for a single year in the 2010s and a significant 11% increase over 2018 (428).

Of the 966 recalls in the U.S. in 2019, 907 were initiated by the automaker, and 57 were NHTSA- recommended recalls – attesting to a recent continued safety-focus trend on the part of original equipment manufacturers (OEMs). This trend of voluntary or first-party recalls is a major driver in the increasing costs of claims from auto recall. Analysis of almost 400 product recall claims over five years shows that the automotive sector is the most affected by recalls, accounting for over 70% of the value of all losses.

See also: COVID-19 Highlights Gaps, Opportunities

Many suppliers in the auto sector are specialized – diversification into other industries is rare. Top suppliers only serve the automotive industry, meaning they serve multiple automobile manufacturers. Other suppliers make parts that wind up in automobiles but do not sell directly to the manufacturer and work with non-automotive manufacturers, as well. Further down the chain are providers of raw materials to all tiers in the supply chain, as well as to OEMs. This supply chain complexity makes automotive manufacturing especially volatile to change or disruption.

In many cases, components can be produced by one of a handful of suppliers that service the entire industry, which can make the industry prone to accumulation risks – as a result, automotive product recalls have become larger and more costly. 

The increasing complexity of technology is another significant driver of industry losses, due to factors such as increased time and labor rates to make repairs, more specialized training for mechanics and other repairers and the increasing prices of parts. Routine advances that were cutting-edge only a few years ago are now commonplace – like backup cameras, curb sensors, GPS navigation and anti-lock brakes. All of these increase driver convenience and safety – but also costs and claims. For example, vehicle repairs cost around 60% more in 2017 than they did in 2000.

3. The pandemic challenges manufacturers to avoid costly food safety risk and recalls

The number of food recalls has risen over recent years, with the exception of a decline in incidents through the coronavirus outbreak. Such recalls can be costly. The resulting disruption in operations while managing the recall, the direct cost of recalling stock and the indirect costs caused by the knock-on effects, such as reputational damage, can result in significant long-term financial losses for a company from loss of sales.

The average cost of a recall to a food company is around $10 million in direct costs, including brand damage, lost sales, response team set-up, press activities and other fixed costs, according to a joint U.S.-based study by Food Marketing Institute and the Grocery Manufacturers Association (GMA). Analysis of product recall insurance claims in the food and beverage sector by AGCS shows a similar experience, with the cost of the average large claim around $9.5 million (€8 million).

Product recalls are increasing in both the U.S. and the U.K. – 58% of companies have been hit by food recalls, according to one report – but also elsewhere in the world due to factors like just-in-time global manufacturing, in which recalls can rapidly go global; fewer suppliers and complex supply chains, which increases food safety risks if one supplier has a contamination issue; improved technology, which allows for better traceability and pathogen detection; and stricter regulatory enforcement globally. 

The ability of the regulatory agencies and public health officials to detect problems has been reduced during the pandemic. Post-pandemic, there is likely to be a return to the normal detection of issues – especially those related to food-borne illness.

With very dramatic increases in hygiene standards – not only within manufacturing but in every aspect of society – cross-contamination risks, which are a major cause of food and beverage recalls, may decrease. New operations, closed factories, remote work forces, weakened quality checks, decreases in regulatory visits and erratic supply chains can increase risk exposures.

4. Political risks threaten business disruption beyond physical property damage

Civil unrest such as protests and riots are challenging terrorism as the main political risk exposure for companies. Recently, events such as the French ”yellow vest” protests (insured losses around $90 million), as well as unrest in Chile (around $2 billion), Hong Kong ($77 million), Bolivia ($170 million) and Ecuador ($821 million) have highlighted the volatility of businesses to the impact of political risks and violence, causing both physical damage but also preventing many businesses from opening their doors. 

Almost 50 countries witnessed a surge in civil unrest in 2019, according to a Verisk study. Notably, in 2020, racially charged riots in the wake of the death of George Floyd have challenged authorities to control crowds and protect property. Losses to businesses in at least 40 cities in 20 U.S. states may come close to the most costly civil disorder in U.S. history (Los Angeles’ 1994 Rodney King riots, which caused $1.42 billion in damages, in 2020 dollars).

An individual business doesn’t have to be a direct victim of civil unrest or terrorism to suffer a loss. Businesses near such incidents can suffer lost revenues whether or not they incur physical damage, during the time the area is cordoned off or until the infrastructure can be repaired to allow entry of customers, vendors and suppliers. Companies can also be disrupted by a physical loss of attraction to a property in the vicinity of their premises. If there is a closure of an important landmark, hub or particular place where large numbers of people come together, a reduced number of visitors will result.

5. Indoor air quality after coronavirus and enforcement undertakings concerns environmental market

Environmental pollution incidents can have damaging consequences for a business, and not all aspects are always fully considered when a company is assessing whether it is adequately covered. Among these, two risks are paramount for 2020 and beyond: indoor air quality concerns with legionellosis and mold growth and the use of enforcement undertakings (EU) to encourage companies to participate in the clean-up and prevention of environmental accidents that they caused.

Indoor air quality is a continuing environmental concern, driven by increased mold and legionella claims. This is exacerbated by the coronavirus pandemic, which has caused an unprecedented shutdown of commercial office buildings. When certain air quality systems are dormant for a while, they are susceptible to contamination by bacteria that thrive in humid, water-rich environments.

Mold and legionella can especially affect real estate and the hospitality sector, but also hospitals, bath houses, fitness clubs and other public settings – large buildings with complex plumbing and heating, ventilation and air conditioning (HVAC) systems that allow bacteria to grow and aerosolize into small droplets that are aspirated by facility occupants.

See also: How Risk Managers Must Adapt to COVID

The coronavirus pandemic, however, has caused many commercial office buildings to sit idle, potentially leaving poorly maintained buildings with stagnant water in HVAC and plumbing systems where legionella thrive. Legionella is more likely to occur in systems that have been dormant for a prolonged time – weeks or months, at least.

Mold growth in buildings may also be an unexpected side effect of the pandemic. An HVAC system transfers heat and moisture into and out of the air to control the temperature level. In a building, this balance can easily be offset by an inconsistent or inoperable HVAC system. Mold requires three things to grow: water/moisture, proper temperature and a food source, which is typically building materials such as drywall or ceiling tiles.

Globally, environmental prosecutions are on the increase as public awareness of environmental matters grows, and therefore the standard by which businesses are judged becomes higher. Fines and remediation standards are on the increase, and therefore environmental management should be a boardroom priority. 

For more information, please visit AGCS Liability Loss Trends 2020.

Some Respect for Insurance Innovators

When's the last time you saw a glowing statement about insurers in a national, non-insurance publication?

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The insurance industry is good at beating itself up for not innovating faster -- and many analysts and customers are all too happy to join in -- so it was a welcome surprise to see this article last week in the New York Times, enthusiastically describing a nearly frictionless future for auto claims.

The article quotes an executive as saying, "In the near future,... we're going to take the [auto claims] process from days or weeks to minutes.”

When's the last time you saw such a glowing statement about insurers in a national, non-insurance publication? Doesn't it feel good?

The Times article said the most aggressive innovation is happening outside the U.S. because of the complications caused by state-by-state regulation in the U.S. The piece singled out Tractable, in London, as a leader in the technology that lets customers take pictures of their damaged cars and have artificial intelligence instantly generate an accurate estimate -- cutting days out of the process by removing the need for an appointment with a human adjuster and for extensive back-and-forth between the adjuster and the repair shop. The piece cited Admiral Seguro, an insurer in Spain, as an early implementer of the technology; it may even offer payment of a claim within minutes.

The Times said the innovations will move into production in the U.S. soon -- there are lots of pilots, but a human appraiser currently still double-checks the AI, acting as a sort of safety driver. The pandemic is speeding up the transition because it discourages face-to-face interactions.

I'm not saying that what the Times wrote is news to those in the industry. At ITL, for instance, we've been closely following the trend toward a fully digitized auto claims process, including this piece just last week on automating payments. Early this summer, this well-researched piece explained how innovations are "producing almost touchless processes for claims and enabling cycle times of seconds, minutes and hours instead of days and weeks." A bit later, this article laid out how COVID-19 was accelerating the trend.

What I am saying is that we should all feel good that the industry's efforts to innovate are being noticed by the general population.

Of course, we now have to redouble our efforts. After all, everyone's expectations have just been raised.

Stay safe.

Paul

P.S. Here are the six articles I'd like to highlight from the past week:

Digital Future of Insurance Emerges

Patterns are emerging out of the fog of this pandemic and paint a clear view of the future of insurance, leaving only the timing uncertain.

AI in Commercial Underwriting

Machine learning and AI are incredibly well suited for helping to deal with the masses of data that underwriters now face. Here are five keys.

Selling Where Life Happens

What if life insurers reinvented themselves to be like retailers, obsessed with the point of purchase – digitally and in-person?

How to Minimize Flood Losses

Flood warnings have two weaknesses: lack of detailed information on the precise locations at risk of flood and too many false alarms.

5 Safety Keys for COVID-Era Building

Construction crews need continual training in the best of times, and the evolving challenges of COVID-19 heighten the need.

A Study on Expanded Use of ‘Presumption’

A shift on the presumption of coverage for COVID-19 under workers' comp risks undermining the Grand Bargain.


Paul Carroll

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Paul Carroll

Paul Carroll is the editor-in-chief of Insurance Thought Leadership.

He is also co-author of A Brief History of a Perfect Future: Inventing the Future We Can Proudly Leave Our Kids by 2050 and Billion Dollar Lessons: What You Can Learn From the Most Inexcusable Business Failures of the Last 25 Years and the author of a best-seller on IBM, published in 1993.

Carroll spent 17 years at the Wall Street Journal as an editor and reporter; he was nominated twice for the Pulitzer Prize. He later was a finalist for a National Magazine Award.

Is It Time to Audit the Auditors?

Before 2020, did any auditor or risk manager ever mention a pandemic risk to any regulator, carrier, prospect or client?

In early 2007, I was an instructor for three days of risk and insurance training for KPMG. In each class, there were about 30 consultants – everyone from newly minted MBAs, who had not yet worked with a client, to senior partners in the firm. One of the rookie consultants asked for an example of a carrier going bankrupt and an example of a rock solid financial institution. 

I used Louisiana-domiciled Champion Insurance as an example of failure. Champion was the manifestation of corruption, malfeasance, failed regulation (the Louisiana commissioner of insurance during this time ultimately went to jail partly because of this debacle) and other sins committed by some members of our industry.

For the rock solid company, I named AIG. Many of the senior partners at KPMG consulted with AIG or other national carriers, and I asked each experienced member of the class if he or she agreed with my assessment. To a person, they quickly said yes. Before the year was out, AIG was declared bankrupt.  

“AIG turned out to be ground zero of the crisis, the most interconnected of all the financial services companies, in large part because it had foolishly decided to insure many of the risks in the system. Its collapse on Sept. 16, 2008, caught nearly everyone by surprise.” (www.institutionalinvestor.com, April 7, 2010.)

Where were the auditors?

Well, my late cousin Martin, who was an auditor with the Centers for Disease Control and Prevention, often told me, “An auditor is the person, after the war is over, who steps onto the battlefield and bayonets the survivors.” Martin was a very wise man.  

See also: Chaos in a Post-Yesterday World!

When I worked from 1988 to 1993 for a bank agency, I once asked the bank’s independent auditor, “What is an audit?” His response: “It is an objective snapshot of your financials/operations at a specific point in time.” I then asked him to describe his CPA firm. He said, “We are very conservative.” My response was, “The minute you put VERY in front of conservative, your statement IS NO LONGER OBJECTIVE.” 

I continued, “Your audit results will be a benchmark for our next year. If you are too conservative, your report will result in us beginning the next 12 months a few steps behind our competitors.” I suggested that he take responsibility for his “objective snapshot” of our starting point. If the future proved that his audit had forced us into too conservative a position, his CPA firm would pay damages. When I left the conversation, he was still stuttering.  

Our yesterday was a marketplace working through incremental change (baby steps). Risks were comfortable for us. Tomorrow is about the unknown unknowns. It will require transformational change (giant steps). There are risks and damages that exceed our ability to understand. We as agents, consultants, experts and risk managers are very smart about yesterday, but for tomorrow and the transformational risk – MAYBE WE’RE NOT SO SMART. 

Before you get all upset with me, answer this one question: Before 2020, did you ever mention a pandemic risk to any regulator, carrier, prospect or client?

In closing, consider the following: 

Is it time to audit the audit function? Not make it any easier on financial statements but make the audit function include our/your:  

  • Marketplace (is it in ascendancy or decline?) – Are you in Austin or “Podunk” America? 
  • Client relationships (if your audience is Laotian millennial business owners and your agency is exclusively old white guys (I am one), the match does not make you a sure winner).
  • How stable are the market niches you serve? The oil and gas industry made a lot of agencies rich. Unfortunately, that was yesterday – not tomorrow!
  • Regulation and legislation – the government is always ready to extend its reach. Over the long term, government intervention will not make your life/agency better.
  • Staffing/technology balance – (Warren Bennis, a very smart man, wrote in 1994 in "New Work Habits for a Radically Changing World": “The factory of the future will have only two employees, a man and a dog. The man will be there to feed the dog. The dog will be there to keep the man from touching the equipment.” I believe this will prove right in our future.)
  • Product offerings – will tomorrow demand what you are selling like yesterday did?  
  • Are Amazon, WalMart or GM becoming your direct competitors? Are you sure?

Choose your chest pain du jour and add what else keeps you up at night.

Douglas Adams offers the following wisdom: “Anything that is in the world when you’re born is normal and ordinary and is just a natural part of the way the world works. Anything that is invented between when you’re 15 and 35 is new and exciting and revolutionary, and you can probably get a career in it. Anything invented after you’re 35 is against the natural order of things.”  

As Joe Gray tells me, “Squint your ears.” Be less sure of yourself and more inquisitive about what you don’t know, not braggadocious about what you do. Coronavirus created for each of us and all of us a NEW REALITY. The industry tomorrow will be more for Tesla’s and less for your “daddy’s Oldsmobile.”  


 


Mike Manes

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Mike Manes

Mike Manes was branded by Jack Burke as a “Cajun Philosopher.” He self-defines as a storyteller – “a guy with some brain tissue and much more scar tissue.” His organizational and life mantra is Carpe Mañana.

A Study on Expanded Use of 'Presumption'

A shift on the presumption of coverage for COVID-19 under workers' comp risks undermining the Grand Bargain.

The COVID-19 pandemic has effected fundamental changes on society, business and our very existence. It perhaps cannot yet be characterized as the equivalent of the plague, cholera, smallpox or even some historically significant influenza strains. As of May 2020, COVID-19 is not yet even the most significant viral threat of our lifetime, that being human immunodeficiency virus (HIV), which currently infects about 40 million worldwide and killed an estimated 770,000 in 2018. However, COVID-19 impacts are widespread, broad, personal, economic and societal. 

Government responses have included testing, treatment, recommendations for social interaction, forced isolation through stay-at-home orders and diminished commerce through business closure orders. Some states have further reacted to the threat with executive and legislative alteration of workers’ compensation, specifically regarding presumptions of compensability. These presumptions are widely discriminatory, treating various workers differently than others. 

This paper begins with a brief history of American workers’ compensation, and the path from agrarian families through industrialization to the modern information age. The existence and function of vocations has evolved, and that continues today with new employment challenges from artificial intelligence, robotics, generational distinctions and a self-employed “gig” economy. COVID-19 brings attention to workers’ compensation from the perspective of its relationship with work generally, the public health more broadly and the overall employee/employer relationship. It has highlighted and seemingly accelerated the progressive application of the “presumption of compensability” as legislators, politicians and regulators look for ways to assist those affected by the virus. We examine and consider the long-term implications of its expanded use in workers compensation.

Brief Historical Perspective

Workers' compensation in America today is no more like what it was at birth (1911) than any of us are as individuals. We, and it, began in embryonic form, learned and adapted, grew and matured and became what we are through evolutionary growth and development processes. To understand where workers’ compensation stands today, a brief review of its origin and course is helpful.

The American colonies began as agrarian societies. Initially, dependence for manufactured goods was near absolute, but local manufacturing businesses soon developed. However, well into the mid-19th century, the majority of Americans still earned their living on family farms. As the economy evolved toward the 20th century, the onset of the industrial revolution changed that complexion, with increasing populations migrating to towns and with the growth of industry, manufacturing and employment outside the family home and beyond the farm. This was a paradigm shift of two significant points. First, the labor was less socialized. A family on a farm would strive communally to support an injured family member, while other work environments would lack that familial loyalty. Second, work with machines presented a significant increase in potential for trauma and injury. 

It was the industrial revolution, the expansion of manufacturing and the industry ancillary to it, such as transportation, that drove the volume of non-familial injuries (most farms and businesses had previously been family-run). The 1860s brought America’s first attempt at tort reform, (effectively employer protection), which precluded lawsuits by injured employees. The reforms contained no substitute compensation system for the injured

From German roots, through English adoption, came a movement of American workers’ compensation in the earliest 20th-century. The initial efforts (1902) were deemed unconstitutional, largely because of the prohibitions on “taking” found in the 5th and 14th amendments to the U.S. Constitution. In our current era, when constitutionality has been a critical issue in workers’ compensation legislation and regulation, it is important to remember that early constitutional challenges were successful for employers, underpinned by the strict liability (aka exclusive remedy) element of workers’ compensation.

The foundational element of workers’ compensation was the occurrence of an accident, usually focused upon an “unexpected event happening suddenly.“ It was such a structure, based on “accident, “ that was challenged regarding New York’s 1910 workers’ compensation statute. Its constitutionality was upheld in New York Central R. Co. v. White, 243 U.S. 188 (1917).

White is a critical juncture in the history of American workers’ compensation. It is a critical consideration that all American law must fit within the powers that “we the people” have conveyed to government through our republican form of government and constitutional empowerment. That equation may, of course, be different in other countries that lack this constitutional structure and approach. Similarly, state in the U.S. has its own constitution, which may constrain state law. Thus, workers’ compensation will potentially vary from country to country and from state to state. 

From the system’s conception, birth, evolution and development forward, it has evolved from its foundation of sudden accidental injury. Concepts not endemic in its origin, such as psychiatric injury, repetitive trauma and occupational disease, were periodically added to the various state laws that define workers’ compensation. Notably, American workers’ compensation is a conglomeration of at least 55 different jurisdictional systems, rather than a singular comprehensive federal law.

The system’s evolutionary nature and state-driven diversity are critical elements that underpin the emphasis on constitutionality. The early years of the 21st century saw significant volumes of constitutional challenge to American workers’ compensation systems. These were predominantly, if not exclusively, challenges by injured workers contesting the sufficiency of benefits or process in these various state systems, each of which was unique due to its underlying statute. 

The decision in White found constitutional sufficiency in the perception of a “grand bargain,” since popularized and quoted as “The Grand Bargain.” The court conceived that there was excuse for the taking of property (no-fault liability) in the concurrent and coexistent loss of tort remedy to the employee. The underlying justification for the impairment of both employer and employee rights is the corresponding enjoyment of various benefits by each. 

The foundation of the 21st-century constitutionality challenges has primarily been injured workers asserting that cumulative changes in the “basket“ of benefits undermined the perceived balance of those corresponding advantages and disadvantages. Workers essentially argue that the decrease of, or constraints upon, benefit volume render the bargain less “grand.” Employee advocates see diminution of benefits without perceiving corresponding (“bargain”) enhancements. There is argument on this point. Others point to increased liability for employers in the first century of American workers’ compensation (disease, mental injury, repetitive trauma), similarly without perceived corresponding employer benefit.

There is also some disagreement as to whether systems should be considered in a macro or micro perspective. That is, should constitutionality be a determination of whether a system’s basket of benefits is sufficient generally for employees generally. Or, should the analysis be whether the basket available to a particular employee in specific circumstances is sufficient to justify the Grand Bargain consideration of the employer. This macro/micro discussion occurs both academically and in discrete cases of constitutionality argument. 

It is important to remember that workers’ compensation systems are drawn by legislative bodies through a process that is collaborative, adversarial and necessarily compromising. It is therefore generally accepted that workers’ compensation systems are imperfect. There are demonstrable instances in which employers are liable for injuries that are in no way their fault. Similarly, there are demonstrable instances in which injured workers receive no benefits for injuries that are as demonstrably certainly either the employer’s fault or at least inextricably caused by the work. The systems operate on a macro analysis of compromise. As a result, there are individual outlier examples in which the results are perhaps less than ideal. The systems are imperfect, drawn by people who are imperfect, and therefore necessarily imperfect results will ensue.

Occupational disease

The introduction of occupational disease came to workers’ compensation largely through diseases of and peculiar to workplace environments. The best examples are pneumoconiosis and other dust exposure diseases such as silicosis, asbestos and black lung disease. There is an inherent, internal logic to the compensability argument of such exposures. There are likely no occasions for exposure to these diseases in modern American non-work environments. One would be hard-pressed to note the last time they were exposed to such disease-causing dust in their daily, non-occupational lives.

While there is protection from such substances in our modern safety cultures, it is not necessarily true historically. In recent decades, school children were exposed to asbestos that had been used in school buildings and included in clothing as fire retardant. There was a time when children were exposed to Rockwool insulation in the streets and childhood playgrounds. Inhabitants of coal-mining towns were undoubtedly exposed to coal dust from clothing and vehicles in their everyday lives. Thus, the general public was certainly exposed to dusts even when on-the-job exposure was deemed compensable as occupational diseases. 

Despite the potential for other exposure, the link between pneumoconiosis and employment was deemed significant and persuasive. Workers’ compensation systems evolved to include a compensability of such occupational diseases that were not “ordinary diseases of life,“ or “to which the public was not ordinarily exposed.” Those who would lament the addition of such occupational disease to workers’ compensation systems and who view it as an inequitable additional liability should remember that the employers enjoyed a corresponding immunity from civil liability based on the ostensible unavoidable presence of these substances in their workplaces.

Similarly, the concept of repetitive minor trauma has become integrated in workers’ compensation, by legislative intent or judicial interpretation. These trauma situations were seen as akin to occupational disease, an “exposure” to trauma in the same sense as an exposure to dust or other disease-causing agent. Some states have created such liability through court interpretations by stretching the word “accident” into more than a discrete event happening unexpectedly. Some states responded through statutory inclusion of repetitive minor trauma while others proceeded merely under judicial interpretations of inclusion, and a few continue to this day to decline benefits for such “trivial trauma” injuries.

As to the addition of these and other liabilities to the states’ workers’ compensation systems, the authors take no position regarding whether the quid equal the quo in this regard. However, for the sake of discussion, the existence of different perspectives on this and other expansions of the application of workers’ compensation is positive in the consideration of workers’ compensation generally in the 21st century.

Challenges of proof

In all workers’ compensation cases, allegations of accident, injury, causation and benefit entitlement are subject to a party proving them. This burden is now often on the injured worker. A persistent problem with disease is epidemiology. Americans are persistently faced with a plethora of maladies for which causation remains an elusive pursuit. We are beset with cancers, heart disease, diabetes and more. These diseases perennially top the list of American cause of death. Billions of dollars are expended annually researching the causes, treatment and potential cures for these maladies and conditions. Though there is periodic progress and specific successes, in large part science remains unable to identify specific causative factors, despite the cataloging of various identifiable risk factors or predispositions with varying degrees of controllability.

A similar challenge is encountered in regard to mental illness. Unlike a broken bone that can be both physically perceived and diagnostically demonstrated by X-ray and other devices, emotional distress and damage are less objective. The existence, and resulting disability or impairment, is inherently more subjective. Through correlative analysis and application of academic training, some objectivity can be brought to bear. However, causation remains a challenge to prove. Equally troublesome is a general societal perception of bias against those who suffer emotional conditions, addictions and similar maladies. It is practical to consider societal bias against these people and conditions that may influence the compromise or bargain that is the statutory trade-off of workers’ compensation.

Presumptions

Workers’ compensation systems began with an inclination to providing injured workers with a benefit of the doubt. This was essentially a presumption in favor of the injured worker. In the late 20th century, statutory amendments were adopted in various states to remove such judicial interpretations. These were referred to as “leveling the playing field,” and essentially resulted in the injured worker having the burden of proof as regards accident, injury and benefit entitlement. However, in a similar timeframe, legislatures were beginning to adopt presumptions of compensability in favor of certain workers for certain conditions. 

The concept of a workers’ compensation presumption of compensability began with “first responders” and focused on a general skepticism as to the compensability of cardiovascular disease and events such as high blood pressure, heart attack and stroke. This skepticism evolved into adoption of presumptions for cancer and post-traumatic stress disorder. (Various such presumptions may not be found in a jurisdiction’s workers’ compensation statute, but in other statutes that impose different compensability, presumption or proof burdens in workers’ compensation proceedings.)  

Most Americans are familiar with the concept of a presumption in terms of our criminal law. We have heard on television shows that one is presumed innocent until proven guilty. This example illustrates the purpose and point of a presumption, which is merely that something is true under the law until proven otherwise. Presumptions generally fall within two categories, “conclusive” and “rebuttable.” A conclusive presumption makes the decision and its results impervious to challenge. A conclusive presumption of compensability in workers’ compensation would mean the alleged injury is compensable, despite any proof to the contrary that might be presented. A rebuttable presumption is the opposite, as it is true only until proven otherwise. 

See also: Workers’ Comp: Cost of Doing Business

In a general sense, both in tort and more recently workers’ compensation, the person seeking recompense (benefits) is presumed not to be entitled to them. That person, the injured worker, is presumed to not be entitled until she/he proves otherwise. Therefore, that person must come to the court and bear the burden of proving entitlement to what is sought. In general, that is showing that an accident and resultant injury occurred in the course and scope of the employment.

A compensability presumption generally establishes that premise. Thus, the “first responder” presumptions simply establish that benefits are due unless another party (the employer) proves that they are not. Generally, the presumption shifts the “burden of proof,” without significantly changing the underlying law of the jurisdiction regarding compensability generally. As these laws provide favorable treatment to select specified occupations or workers, there is an imposition of disparate treatment by government. Some workers are thus treated better than others, with the implication that thus society values them or their service more than others.  

These presumptions have become a trend in American workers’ compensation largely through the efforts of collective bargaining units (unions) representing the interests of firefighters and police officers, who have come to be collectively referred to as “first responders.” There are other occupations that have successfully sought inclusion in the “first responder” group, including correctional officers, paramedics and forest rangers. These definitions and thus the inclusion and resulting exclusion differ from jurisdiction to jurisdiction. 

Presumptions in the “first responder” realm have become commonplace as to cardiovascular conditions, cancers and emotional claims. Generally speaking, as noted above, these have changed only the evidentiary process of claims. Thus, any employee could prove the compensability of a heart attack or other cardiovascular event in workers’ compensation, but a “first responder” with a presumption may have such an event or condition presumed compensable without proof. A non-first responder would have to prove her/his case, while the firefighter would prevail unless the employer disproved the causation and compensability. 

The impact has been different with presumptions regarding first responders and post-traumatic stress disorder (PTSD), a reasonably new (1980) label for a long-documented psychological condition. This presumption has effected substantive change in jurisdictional workers’ compensation law by rendering mental injury claims compensable in one class of employee (first responders) to the exclusion of other classes. This is thus beyond the scope of previously enacted presumptions of a more procedural character. 

However, some states have legislated compensability of mental claims in workers’ compensation without necessity of any physical harm or injury. Those states, and this paradigm, are referred to as “mental/mental.” In other jurisdictions, mental sequalae is compensable only if that follows some physical injury otherwise compensable in workers’ compensation. This is consistent with the rule oft-applied in tort cases called the “impact rule,” “pure emotional damage negligently inflicted without physical injury was not compensable.” These jurisdictions and this paradigm in workers’ compensation are referred to as “physical/mental.” 

As an example, Florida is a physical/mental jurisdiction; mental claims are compensable only if related to and associated with a physical injury. However, the 2018 creation of a PTSD presumption in Florida expanded the scope of Florida workers’ compensation, rendering mental/mental claims compensable for those who qualify as “first responders” under the Florida presumption law. 

Various jurisdictions have established these presumptions for select occupations and conditions. The table was thus set across the country for a variety of reactions to the presentation of an unexpected and somewhat unprecedented contagion, COVID-19, being presumed compensable. 

Virus Claims

In February 2020, we began to hear about COVID-19. Within weeks, whole populations were in quarantine, subject to stay-at-home orders and even community lockdowns. The potential of a contagion was not a complete surprise. Hollywood has repeatedly focused upon this potential. However, COVID-19 has largely startled the world. That is, from its novelty (it is often referred to as the “novel coronavirus”), its spread (apparently often transmitted by asymptomatic carriers), its scope (worldwide) and its speed (from first diagnosis to World Health Organization designation as a pandemic in less than four months) make it unlike prior viruses, even those of pandemic magnitude

This contagion has produced once-in-a-lifetime job loss. There is already evidence of permanent changes in the way we dine, work, travel and relax. And through legislative action there will be potentially long-lasting changes to workers’ compensation systems. State executive action has been more prolific thus far, and of broader scope; the duration of those changes, however, is likely less significant as they seemingly remain dependent on the temporary emergency powers of the various governors. 

The selected tool for response to COVID-19 has generally been a presumption of compensability in workers’ compensation. This has ranged from the now traditional treatment of “first responders” to the entire non-work-at-home workforce. Some jurisdictions whose executive actions have been targeted between these two inclusion levels have more broadly defined a group as “essential”; others have instead specifically included other employee groups in the presumption.

Those states effecting change through legislative action are more likely making prospective change, though some have specifically included retroactive effect dating to the early diagnoses in March 2020. These actions are statutory amendments, which will remain unless repealed by future legislative action, but which may be rendered moot by medical developments. The states acting through executive action are similarly changing their workers’ compensation laws, but under the auspices of emergency powers of that branch delegated to enhance responsive speed in such events. The executive declarations are therefore temporary, yet could certainly be rendered more permanent through efforts of those states’ legislative branch. 

Regardless of whether executive or legislative action was taken, those who pay workers’ compensation benefits will likely be driven to adjust in the face of this unexpected expense. Insurance companies will seek increases in rates; employers that self-insure will either adjust prices or elect methods to otherwise absorb costs. The impacts will be potentially significant, depending on: market, the overall recovery of the economy, the volume of individuals that qualify for COVID-19 workers’ compensation coverage, and the benefits awarded in those reacting states. That these various uncertainties remain may render the adjustment efforts regarding cost-absorption challenging. 

Not all states have reacted with COVID-19 presumptions. Florida, for example, reacted with an executive decision directing acceptance of some COVID-19 claims by the state itself. Arizona issued a May 15, 2020, Substantive Policy Statement that directed payer scrutiny of denial decisions. This was not a directive of payment, but a veiled reminder of the potential for other remedies such as “bad faith,” if claims were denied without investigation and decisions taken “not well grounded in fact.” In early June, New York posted an undated memorandum that likewise was not a presumption but suggested some proclivity for the acceptance of COVID-19 claims.

Micro-economic impacts

In economics, the study of financial impact and cause-and-effect analyses are often divided into “micro” (small sample) and “macro” (economy-wide or perhaps industry-wide) categories. The impact of COVID-19 is appropriately examined in these two perspectives: the economic impact on a worker or employer, and more broadly on workers’ compensation systems. Analysis of impact on the nation collectively is perhaps impractical because of the federalist process and resulting diffuse and diverse state subsystems that collectively make up American workers’ compensation. 

The immediate financial effects are obvious. Essentially, those who have taken on risk in exchange for payment (insurance carriers) will have their exposure increased without corresponding premium collected or invested. Insurance companies essentially have those two methods for making money: premiums and investment. There is value in markets being predictable and transparent. The predictability of losses allows actuaries to forecast losses, affording a carrier opportunity to charge an appropriate premium, invest it to produce earnings and secure coverage for those who suffer an injury. 

Executive action regarding occupational disease like COVID-19 increases risk. Those actions are applicable retroactively, requiring coverage this year without any premium collected therefore this year. Statutory changes that similarly operate retroactively also produce that risk. There are valid questions as to the extent of that risk, and some expense associated with COVID-19 is not covered even in the most liberal extension of compensability (i.e., California). These financial risks can be divided for discussion into three categories: “immediate,” “intermediate” and “long-term.”

The immediate costs are associated with the quarantine requirement that follows the incubation period of this novel virus. When one learns that a co-worker or close family member is infected, the Centers for Disease Control and Prevention (CDC) recommends a self-isolation or quarantine of 14 days. This will produce either a depletion of paid sick leave or an immediate cessation of income. While it is possible that an employer might graciously provide paid leave in such a setting, to avoid infection of other workers by encouraging the self-quarantine, not all employers are likely to do so outside of the new federal mandate. None of the executive actions thus far have required such employer response. Furthermore, each suspected exposure will likely necessitate testing and, perhaps, a physician visit. Successive exposures might lead to repeated need for both medical attention and quarantine, though the federal mandate does not require provision of paid leave beyond 10 days (at five of seven days in a traditional workweek, effectively one, two-week quarantine). 

Even in California, the presumption of work-relatedness requires a positive diagnosis. Thus, if the employee quarantines for 14 days as instructed, and learns that the test results are negative, the employee is not entitled to workers’ compensation. Further, the testing involved, and any medications prescribed during that period, would likewise not be an employer’s workers’ compensation burden, though an employee might find those were paid by workers’ compensation as part of the obligatory investigation. And, the financial burden may nonetheless fall to the employer in a variety of situations under the recent risk-socialization amendments to the Family Medical Leave Act (“FMLA”). The same outcome of this federal mandate would thus likely result in employer cost in all states. 

The “intermediate” costs would begin with a positive diagnosis in those presumption states. These are foreseen as potentially nominal. A fair number of patients with such a diagnosis will self-isolate and recover in a home setting. One would hope that such isolation and recovery might be limited to 14 days. However, there are anecdotal news reports of individuals suffering serial positive tests and recovery periods of eight weeks. There will potentially be resulting indemnity benefits and nominal medical treatments or medication. There is significant anecdotal evidence that a significant volume of the infection cases falls into this home-recovery paradigm. 

The “long-term” costs would begin when hospitalization is deemed appropriate. Such care is expensive, with daily costs often exceeding $10,000. Treatment in an intensive care unit, or including surgeries, respirators and more would be significantly more expensive. Reports estimate that average COVID-19 hospitalizations are eight days, suggesting a reasonable probability of close to $100,000 exposure per case for those incurring “long-term” costs. There is anecdotal evidence of far more significant costs. A 62-day hospital stay in a non-work-associated situation yielded recent headlines of a $1.1 million hospital bill for a 70-year-old survivor of COVID-19. The disease has been present and studied for less than a year. Whether there are recurrent costs or significant risks of future complications and expense for patients remains unknown. 

Furthermore, “long-term” costs may also include the permanent death benefits and funeral expenses for the small percentage of patients who succumb to the disease and its sequalae or complications. Those complications may lead to litigation where an employer might contest that COVID-19 caused death, as opposed to a patient’s various potential pre-existing or co-morbid conditions such as heart disease, diabetes, asthma or otherwise, that could have been the real cause of death.

See also: Optimizing Care with AI in Workers Comp Claims

The foregoing is complicated by the potential that testing presents the potential of false results, positive and negative. A false test could affect the employee and employer as to the “immediate” costs, such as quarantine absence. As the compensability of COVID-19 depends on a positive diagnosis, a mistaken test could lead to over- or under-inclusive characterization of those and other expenses. Furthermore, a false negative test might mistakenly re-introduce an infected worker to the employer’s premises just as a false positive might artificially and unnecessarily extend the period of disability in the “intermediate costs” period. The lack of certainty or perceived dependability may increase costs, dictate additional testing, increase uncertainty and anxiety and degrade public confidence and cooperation. All these factors and more complicate the estimation of cost impacts from these scenarios. Regardless, even the lower-range estimates are significant.

Macro-economic impacts

There have been significant financial impacts predicted worldwide, with figures discussed in the billions and trillions of dollars. Early in the pandemic, some estimated that presumptions or other efforts to bring COVID-19 infection within workers’ compensation might increase costs to more than $50 billion. Actuaries quickly revised those estimates to $10 billion. In California, the Worker’s Compensation Insurance Rating Bureau estimates a range of cost impacts for the deployment of the presumption on COVID-19  from $2.2 billion up to $33.6 billion, with a mid-range estimate of $11.2 billion, which is 61% of annual workers’ compensation costs in that state alone. The Florida Division of Workers’ Compensation reported in June 2020 that approximately $3.5 million has been paid there for COVID-19 claims (notably a state without a COVID-19 presumption). Predicting the ultimate costs may be an elusive endeavor. 

These estimates and expenditures are perhaps not shocking in the context of news stories about trillion-dollar expenditures. However, the impact on workers’ compensation systems and premium should be viewed relative to system impact. Those costs will be borne across employment in those jurisdictions adopting such presumption. This shifting of viral disease into workers’ compensation represents a potential significant cost and may lead to significant implications for workers’ compensation systems as a material departure from their previously intended construction and application. Critical to the sound management of risk is the balance of loss payment with premium collection and investment. Potentially, a carrier or carriers might sustain a cost increase short-term, without serious effect. However, it is unlikely that such capacity is limitless as regards the nature of risk added or the duration or risk thus undertaken.

The immediate implication may be litigation. Illinois was among the first to adopt a COVID-19 presumption to broaden the scope of workers’ compensation. The Illinois Commission acted on April 13, 2020, near the outset of national reaction to COVID-19. The intent was to “hold employers responsible for COVID-19 diagnoses.“ There were legal challenges almost immediately, and in less than a month a judge had entered a preliminary ruling and the commission had withdrawn its rule. That preliminary ruling was a restraining order in a lawsuit brought by the Illinois Manufacturers’ Association and the Illinois Retail Merchants Association that had the support of more than two dozen business groups. It is groups like these that represent the employers that would see economic impact to their businesses from an increase in workers’ compensation premiums to finance such benefits outside the more historically normative and anticipated application of the statutes.

Workers’ compensation premiums are like any other cost of doing business. In setting a price for goods or services, businesses take into consideration the underlying costs such as raw materials, overhead (rent, utilities, taxes, fuel etc.) and labor. Part of that labor cost is the expense from workers’ compensation premiums. As premiums increase, businesses face economic choices, which may or may not be in the best interest of society but, at least in a public company setting, are in the best interest of its owners. 

Interstate competition

Faced with an increase in labor cost, business will either absorb that cost or increase the price of its products or services. To some degree, that decision will be internally driven, but it may also be influenced by competitive forces in the business’ market. If the good or service is confined to a geographic area, such as a hotel, the decision is more likely to be influenced by outside factors such as the price that competitors charge locally. If a hotel in Illinois sees increased workers’ compensation premium cost as a result of COVID-19, then it is likely that hotels around it will set the same or similar increases, and all such businesses will increase prices accordingly. Thus, an impact focused primarily on consumers.

If the business is one that faces cross-border competition, such as a hotel in Calumet City, Illinois, that is mere blocks from competing hotels in Indiana, then the reaction to a premium increase may instead be to absorb all or part of such increase to retain a competitive marketplace price. As the Indiana competition need not increase its price for such presumption, the Calumet City business may thus be unable or unwilling to do so. This may be a similar inclination in any business that is non-localized (mobile tradespeople, Internet-based sales, state border locations, etc.). History supports that businesses with a non-localized focus may even relocate facilities based on perceptions of state or local governance possibly affecting the economic health or profitability of the company. The business is inclined, even obligated, to minimize expense and maximize profit where possible.

This inclination to minimize cost has been historically viewed in terms of workers’ compensation premium costs as a jurisdictional “race to the bottom.” Some perceive that states vie for business enterprises by constricting the benefit levels in workers’ compensation and by otherwise “discouraging injured workers from applying for benefits." The perception has been expressed that limited workers’ compensation entitlement leads to minimized insurance premiums, and thus a competitive cost advantage for business in that jurisdiction. The theory holds that businesses will strive when practical to locate in jurisdictions with perceived favorable workers’ compensation systems. That is, of course, not always possible, as with a hotel in Columbus, Ohio (which is a long distance from any state border and thus any competing jurisdictional price advantage). The theory may be evidenced by some but not all states where the other various factors that influence where companies locate and conduct their business are accounted for.

The perception that business may make cost-based location decisions is reinforced by recent construction of multiple massive automobile manufacturing facilities far from the Motor City. In 2018, Axios noted that “auto manufacturing in Southern states has flourished,” while the effect has been the opposite in previous manufacturing strongholds. The attributed reason is the lower cost of labor in the South, a product primarily of the unionized workforce in Michigan. Workers’ compensation costs are a factor in overall labor costs and can add significantly to expense. Premium cost can contribute to comparative advantage and competition for employment opportunities. 

The Chicago Tribune compared Illinois with Indiana. The analysis specifically attributed company departures to taxes, regulation, and “the Illinois workers’ compensation program.” Thus, as states strive to shift the societal cost of COVID-19 onto employers in their states, those costs will either decrease profitability (if the business’ competitive posture will not allow price increase), which may spur departures, or those costs will be passed on to consumers in price increases where possible. Even if the premiums increase significantly, that will not necessarily mean a commensurate or similar level of product price increase. However, increasing the cost of workers’ compensation insurance may have a significant impact on the price of any business’ products or services.

In non-localized endeavors, the cost of (or even existence of) workers’ compensation and similar regulatory programs may render competition with offshore enterprises increasingly difficult. While there is a significant focus in the U.S. on employee safety and welfare, that sentiment may not be shared in off-shore jurisdictions. There, the cost of labor may therefore be less than can be achieved here. The shifting of COVID-19 costs to business could exacerbate that effect. 

In each instance, the impact on the worker is important. Whether through collective bargaining or not, the employee seeks to earn a competitive wage in the overall economic exchange. The workers’ compensation system offers workers a critical benefit, a safety net. However, many employees will work an entire career without need for workers’ compensation; they will evade accidental injury and occupational disease. 

Similarly, a great many workers will toil year after year without significant need for the benefits of health insurance or short-term disability either (each is also a cost of labor for the employer, or a benefit purchased by the employee). Employees, for the protection of self and family, are interested in the existence of such coverages but are perhaps less interested in costs, unless they themselves purchase the coverages. At the same time, how or if presumption, its use, expansion and application affects businesses, their decisions and bottom line are similarly beyond the interest of most workers. It is, by default, of greater interest to companies and their interests in both efficiency and a quality to maintain a well-functioning system for work-related injury and disease. As the entity bearing the cost, a business focuses more on the implications of shifting COVID-19 into the workers’ compensation Grand Bargain.

The employee is benefited by the maximization of remuneration, in a relationship that must remain symbiotic. Employers cannot produce and profit without employees, though robotics and artificial intelligence imply some 21st century shifts in that relationship. Though the employee seeks to maximize return, an agreement for a wage rate is not worthwhile if the employer becomes bankrupt. The employee should want the employer to succeed and prosper, and the employer should have similar wishes for the labor engaged. In recognition of this symbiosis, the employer should likewise facilitate success for the employee. Those aspirations are unfortunately not uniformly seen in practice, but in ideal. 

Conclusion

The stage is set for workers’ compensation in some jurisdictions to face costs associated with COVID-19. Whether those costs are immediate through retroactive executive liability expansion or in the future through legislative expansion with commensurate rate changes, workers’ compensation insurance carriers will eventually be forced to increase premiums to cover this risk where deemed compensable. As states expand both their workers’ compensation coverage and premiums, there will be potential incentive for business to minimize presence in those jurisdictions, as practical, and thereby enhance profit. The implications for both intrastate and international competition are potentially significant. 

There may be those who characterize this expansion, contrary to recent system criticisms, as a “race to the top.” Critics may allege that merely describes the workers’ compensation cost of doing business. As COVID-19 plays itself out over time, the extent and frequency of using the presumption will influence how it and similar presumptions are used for distribution of risk in the future, not yet on the radar. Stakeholders in the workers' compensation systems would be wise to carefully consider the full ramifications of the continued expansion of the presumption tool before capitulating to its use without a clear, supportable basis for doing so. The Grand Bargain was designed to offer balance in industrial injury rights between employers and employees. Overuse, and under-debate, of the presumption risks is tipping the balance away from the original intent and increasingly toward inequity between these stakeholders.


Christopher Mandel

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Christopher Mandel

Christopher E. Mandel is senior vice president of strategic solutions for Sedgwick and director of the Sedgwick Institute. He pioneered the development of integrated risk management at USAA.

Selling Where Life Happens

What if life insurers reinvented themselves to be like retailers, obsessed with the point of purchase – digitally and in-person?

Every moment of every day, retail operations are under scrutiny. Executives and management teams for grocery stores, gas stations, big box home goods, home repair and department stores are obsessed with merchandising. Product placement is always in flux. Endcaps are changed for a season or a weekend. Special displays are constructed as demand is anticipated.

And now executives are equally obsessed with their digital storefronts – the digital version of the physical store – highlighting new products and sales and suggesting items to customers based on their behaviors and engagement. 

A great deal of thought goes into both the digital and in-store experience – the same questions, just addressed differently. What is the flow like? Can we drive the flow of our store offerings to add more impulse purchases? How can we construct our checkout process to make it quick and easy? Can we accommodate for visual space for products at the point of purchase? May we suggest something else that may go with the purchases? In some cases, this results in a mini-maze just prior to checkout, where by chance some last glimpse of something will trigger an additional sale at the point of purchase. Do I add a warranty? Should I get a Starbucks gift card for my neighbor who took care of watering my plants? At the point of sale – whether in person or digitally - the retailer buys the space that’s in our heads. We advertise to ourselves. We make the decision.

And the process works and creates growth opportunities for retailers that are rapidly moving to offer both in-person and digital, like Walmart, to meet customer needs and expectations. When Walmart recently announced second-quarter results – crushing the numbers! – it said e-commerce sales in the U.S. shot up by 97% and same-store sales grew by 9.3% as customers had packages shipped to their homes and used curbside pickup. This was the biggest earnings surprise in 31 years for Walmart! A company that disrupted retail decades ago and was in the crosshairs of disruption by Amazon is reinventing itself once again.

Walmart is leveraging its massive store base – which is accessible by nearly every person in the U.S. – with investments in its e-commerce platform to expand reach, engage customers and grow the business. If you go on the platform, you will see brands that you don’t see in the store --- partners selling through Walmart. And with this platform Walmart is now looking to expand by adding a membership service. This traditional retailer has reinvented itself to meet the expectations and needs of customers and create an experience – like Amazon – that creates loyalty and deepens the relationship with the customer as the place to buy and manage different aspects of their life. 

Which makes us wonder, what if life insurers reinvented themselves to be obsessed with the point of purchase – digitally and in-person?

In 2020, life insurers, annuity providers and voluntary benefits providers should remind themselves that, when it comes to point of purchase, this new retail mindset can be a game-changer. This is the very first step in establishing the need for a flexible, ecosystem approach that will fit as comfortably at any digital checkout queue as it will at the adviser’s office. If we can establish the points of life where purchase can be seamless, easy and almost frictionless, then we’ll drive growth – something that has been elusive the last few decades.

The Point of Purchase

In Majesco’s latest thought-leadership report, Rethinking Life Insurance: From a Transaction to a Life, Health, Wealth and Wellness Customer Experience, we take a closer look at what is driving buyers of life insurance and other related products to cross the line and make the purchase. In our analysis, we identified some indicators regarding product location and the easiest ways to construct simplified purchase experiences. Digging deeper, we looked at how we can help customers sell to themselves through new digitally enabled opportunities, which may still be connected to in-person engagement.

To better understand just how people’s life experiences relate to their potential life insurance transactions, we surveyed consumers, asking them a range of questions related to health, wealth, wellness, life insurance and purchasing habits. The details of the survey results highlight a rapid shift, particularly by millennials and Gen Z, to wanting a lifestyle experience rather than just a transaction.

This blending of the purchase experience into the life experience is the key to unlocking the point of purchase in insurance.

See also: Reigniting Growth in U.S. Life Insurance

Trends in Life Insurance Ownership

Ownership of life insurance has seen significant declines over the last 50 years. In our survey, the older generation segment, Gen X and Boomers, has overall lower ownership than the younger generations, Gen Z and nillennials, as shown in Figure 1. Across the three categories of traditional, universal life (UL)/variable life (VL) and annuity, the younger generation’s total ownership level is 35% more than the older generation, reflecting a potential upswing in the life insurance market as the younger generation matures and expands their need for insurance. Most interesting is that both generations clearly gravitate to traditional insurance – term and whole life – as opposed to investment-backed products such as UL, VL and annuities by a factor of three to nine times, depending on the product. 

Interestingly, this strong interest in traditional products aligns with the growth of non-traditional, fluidless, rapid-issue life insurance from companies like Haven Life, Ladder Life and other insurers. The two are increasingly compatible.

Figure 1: Types of life insurance owned

Even more interesting and encouraging is that the younger generation believes more strongly than the older generation in the importance of life insurance, at 79% versus 69% (Figure 2). The key will be to meet their expectations in the risk product, customer experience and value-added services areas. 

Figure 2: Importance of life insurance

Interestingly, 70% of the younger generation who do not have life insurance still believe it is important – indicating a strong market opportunity for insurers who can meet their needs, demands and expectations. In contrast, only half (49%) of the older generation who do not have life insurance believe it is important.

With the value and importance of life insurance established, what will prompt each of the generations to purchase life insurance? Our research has shown that the younger segment has more life event needs on the horizon that would motivate them toward a life insurance purchase. They are interested. They find it to be important. So…

Why aren’t many of them acting on their need at common moments of impulse? 

Something is standing in the way of the insurance purchase. There is an understood need. There are relevant life events. So, something within current product offerings or the sales and engagement process does not align with their expectations. A hint emerges when you compare preferences for coverage periods.

For typical term insurance, everyone still favors monthly payments. However, coverage for a specific event or short period – on-demand insurance – is of higher interest to the younger generation and on par with the other payment options.

What this indicates is the need for different options to meet different needs at any point for life insurance, whether planning for a long-term coverage for death, or meeting the need for short-term insurance for an activity like a vacation. It is all about need and placement. The younger generation is poised to purchase at the point of need – and likely digitally.

Validating these assertions, we found that the younger generation is significantly more engaged in activities that would cause them to buy insurance. Nearly a third of the younger generation participated in a sport or activity that could result in injury or death as compared with 8% of the older generationMillennial and Gen Z generations participate more in extreme sports, they travel more, they do more shopping online. They are the generations that value experiences over ownership, which makes them highly likely to want to protect themselves and their experiences. This sheds new light on ways to capture and grow new customer relationships. 

With the Gen Z/millennials valuing and showing interest in buying life insurance, where and how will they buy?

Unsurprisingly, members of the younger generations are open to buying life insurance from a wide array of options, as highlighted in Figure 3. Agents and insurer websites are at the top, but, of the 16 options we included in our survey, seven of them exceed the 50% level of interest (a rating of three on the five-point scale), with the balance of them within just a few tenths of a point of this level – and a majority of these are digital, focused on the point of sale. In contrast, the older generation has only three of the 16 options at 50% interest or greater. 

The acceptance of a wider range of purchase options highlights the need for insurers to consider how and where they interact with the younger generation, and to be there with timely purchase prompts. This is where having partnerships and an ecosystem becomes very strategic in helping insurers expand their reach and presence to where their customers will be.

Figure 3: Preferences for different life insurance purchase sources

The Case for Point-of-Purchase Preparedness

If customers are interested and willing to purchase insurance from so many different sources and in so many different ways, then we can begin to innovate around what it will take for insurers to place their products in any place at any time – including their own digital platform. Walmart and Amazon are proving that product sales are most effective when they are multi-channel, multi-delivery-type and easily accessible. They are placing related products, such as warranties and accessories in front of buyers at precisely the right times. Each of them is successful because they understand their market’s purchase patterns and customer behaviors and they customize the purchase process to fit – with a digital platform that also uses sophisticated data and analytics.

See also: Fundamental Shift in Life Insurance?

When the process conforms to the person, retailers and insurers alike will be able to relax and know that they are not just capturing the up-and-coming generations, but, like Walmart and Amazon, they are giving the best service possible to every generation.

Innovate for the Future

Will your products one day sell on auto screens? Will they sell through smart homes? Will they be as easy as a tap on an Apple Watch? Will they be part of another purchase – like buying a home and getting a mortgage?

Your best life ideas will come from watching lives and lifestyles and thinking, “We could place ourselves right there.” It all begins with insights and the initiative to transform the insurance model from a transaction to an experience.


Denise Garth

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Denise Garth

Denise Garth is senior vice president, strategic marketing, responsible for leading marketing, industry relations and innovation in support of Majesco's client-centric strategy.