Brian Solis, a digital analyst and anthropologist, studies the effects of disruptive technology on business and society, calling it “digital Darwinism." Solis borrowed Darwinism to describe how organizations adapt to changing customer behavior (anthropological view) and rapidly changing technology through digital transformation. As Solis says in various articles, the effect of digital Darwinism on business is real, and it’s enlivened through evolutionary changes in people in their views, expectations and decision-making. And we are seeing it rapidly unfold in the insurance industry. The pace of disruption and dramatic changes are truly evident when we look at Majesco’s first Future Trends report from February 2016 to the second one in March 2017…and now in 2018. This year’s Future Trends report takes a deeper look at the current state of insurance disruptors across people, technology and market boundaries, and how they are pressuring insurers to adapt, pushing them out of their traditional orbits and toward new models and opportunities — “digital Darwinism” — to Digital Insurance 2.0. The Insurance Darwinian Shift Majesco’s consumer and SMB surveys show that customers seek “ease in doing business” across the research, purchase and service aspects of insurance. In addition, they are rapidly adapting to the digital age, and they have a rising interest in innovative products and business models emerging in the market, posing a threat to existing insurers. See also: Digital Playbooks for Insurers (Part 1)   Startups like Lemonade, Slice, Zhong An, Haven Life, Bought by Many and Neos are embarking on Digital Insurance 2.0 business models using digital platform capabilities and ecosystems that exploit untapped markets and address under- or unmet needs that strengthen customer relationships. New business models are serving different markets, have different products and services and use different strategies. While customer demographics and expectations, emerging technologies and data, and insurtech have had a majority of the focus, one area that has been a catalyst for these companies to shift to Digital Insurance 2.0 is platform solutions. Platform solutions provide these innovative companies speed to value, unique customer engagement, a test-and-learn platform for minimal viable products and value-aligned optimized costs. Their platform solutions also catalyze digital technologies and processes, AI/cognitive, cloud computing and an ecosystem, into a powerful new force to expand capabilities and reach well beyond those of the traditional Insurance 1.0 model. They are creating new paths, energizing the market and lowering operational costs. Digital Adaptation is Just Beginning As a result, incumbent insurers must aggressively begin to define their vision and path to Digital Insurance 2.0, leveraging today’s catalytic lever, platform solutions. And Digital Insurance 2.0 is just the beginning. The catalytic effect of platform solutions in the shift to Digital Insurance 2.0 is rapidly evolving, gaining momentum and laying the groundwork for future reactions. Will the next catalyst be blockchain or some other trend that will propel us toward Insurance 3.0? See also: Digital Insurance 2.0: Benefits   Insurers’ abilities to adapt and rapidly move to Digital Insurance 2.0 will likely define their future. As such, insurance executives and leaders should ask themselves the following:

• Are we appealing to customers’ motivations, making our processes simple and creating compelling triggers to act?
• What is our business strategy, and how are we incorporating a platform and ecosystem approach?
• In which markets and with what customers will we find our future growth? What will they expect?
• What is our partnership approach today, and how will it need to change to extend to a broader ecosystem?
• Is our technology platform the foundation for our growth?

The future is still unfolding. New technologies and ecosystems will continue to emerge. And with those changes, over the next decade, we will likely see the beginnings of Digital Insurance 3.0 emerge.  Organizations will need agility to adapt and respond, a keen focus on innovation that encourages experimentation, and a priority on speed to value to succeed, or even survive.

This is the fifth part of a five-part series. The previous articles can be found here, here, here and here. If you’re just tuning in to this series, here’s a brief recap of what we’ve discussed so far: Insurance is ripe for disruption, and insurers must balance two measures to respond. They need to get the Brilliant Basics right, and they need to innovate with Cutting New Ground initiatives. Both are necessary, as Brilliant Basics enable core transformation, which in turn frees up investment capital and enables the agility needed to innovate. It’s about this point in the conversation when insurance leaders start looking uneasy. That’s when the elephant in the room starts knocking over the furniture. The elephant is legacy: legacy thinking, legacy processes and, most definitely, legacy systems. Legacy is a legitimate concern. Chronic underinvestment in IT and growth through acquisitions has left many insurers facing high technical debt—the amount of money it would take to get legacy systems to a state fit for today’s business environment. Digital decoupling for an intelligent enterprise Insurers can look to new digital architectures to help address the issues of legacy. For example, cloud services, data lakes, microservices, open APIs and robotic process automation can not only reduce dependency on—and the cost of maintaining—legacy systems but also help them execute business strategy more quickly. See also: Innovation Is Really Happening Accenture calls this digital decoupling. Digital decoupling is a way to release an organization from its dependency on legacy systems. In many cases, we can rebuild the capabilities needed for the back office in the cloud, without the convolution of the legacy system. Robots and cognitive processes can help identify where the cloud-based system needs to plug into the legacy system. Digital decoupling can deliver savings to release capital for investments. It also contributes to the stable foundation required to underpin agility and support innovation. Let’s look at a few ways that digital decoupling can help insurers. Case study 1: Buy a car…while you’re in the car One global bank was mired in legacy systems but wanted to grow its car financing market. Accenture helped it launch the capability to have customers buy a car when they’re in the car. Think of it: You’re immersed in the new-car smell, fresh off a test drive. With the push of a button and a digital signature, you can buy the car, along with the financing, insurance and extended warranty. Talk about delivering a knockout customer experience at the moment of truth. Accenture made it happen in just three quarters. We used cloud-based digital tools to rebuild the bank’s back office, enabling almost exclusively straight-through processing. Next, the cloud-based back office was integrated into essential enterprise systems, but otherwise bypassed the legacy system. The cloud-based office is 50% cheaper to run, creating an immediate cost advantage over the competition. And in this particular market, where the economy declined by 8% over the past two years, the bank’s car sales are up 30%. Case study 2: Robots enable Sunday mortgages This particular bank had a mortgage office with typical office hours: Monday through Friday, 9 am to 5 pm. But when do people buy houses—and, therefore, when do they need mortgages? The weekend. But in this region, weekend mortgages weren’t possible. Accenture worked with this banking client to develop an AI-backed mortgage capability. Robots worked beside people to learn how to make mortgage decisions. When the people go home for the day, the robots keep working. Today, if you want a mortgage on a Sunday, you can get one—and, more important, you can buy your dream home. Accenture tapped into new technologies to bypass this bank’s legacy systems to deliver the AI-backed mortgage capability in just 20 weeks. What’s notable about these digital decoupling efforts is that they tend to be self-funded, especially when data lakes are leveraged. For example, using data lakes and other technologies, Accenture was able to create an entirely new bank in about six months—and eventually, as the business shifted to the data lake from the mainframe, the project became self-funding. Using data lakes, in particular, tends to result in a new architecture that is more efficient and cheaper to run than the legacy system. See also: Linking Innovation With Strategy   With digital decoupling, insurers can innovate without being shackled by their legacy systems. Think of it as two-speed IT. You can move fast with innovation by decoupling the back end. Meanwhile, you have time to move slowly later as you start shutting down parts of the legacy system—a process that releases even more trapped value.

This is the fourth in a four-part series. The first three are: Investment in Insurtech Continues to Surge, Insurtech Presents Major Opportunities and Key Insurtech Trends to Watch. In this series, I’ve been discussing the continued global rise in insurtech investment and innovation and the potential benefits to both traditional insurers and insurtech startups. I’ve highlighted some significant emerging players in this exciting new space. Insurers understand that now is the time to innovate. On the whole, successful companies have evolved into thriving ecosystems, offering digital platforms that bring together diverse products and services into a community. Think of Amazon and Uber as examples of these leaders. Insurance also needs to move to this model to thrive in the new economy. Insurtech can help you connect with your customers Understanding where the gaps are, both in the current insurance market and in the customer experience, will be key. Fortunately, technologies are emerging that can help insurers understand their customers’ needs, and, in turn, customers are increasingly open to purchasing insurance in non-traditional settings, especially via smartphone platforms. Insurtechs can offer tools to help incumbents become digital insurers, but they are not a solution in and of themselves. Conventional enterprises must innovate across the organization, from the C-suite to the front line, to derive maximum benefit from a collaborative partnership with insurtech. The technologies in question—whether they use artificial intelligence (AI), the Internet of Things (IoT) interfaces or big data and analytics—can’t be quick fixes. See also: Insurtech: An Adventure or a Quest?   Successful insurers will learn quickly from the insurtech trend and will do more than just experiment with new technologies. They will need to embrace innovation at all levels, company-wide, across their everyday business. Those insurers with a strategic innovation agenda and a clear plan for where insurtech fits into that agenda, will be in a better position to lead in the new environment. Read our full report: The Rise of Insurtech: How young startups and a mature industry can bring out the best in one another.

Even Popeye needs some help from spinach. In this post, I look at the importance of the insurance agent and some insurtech startups providing tech spinach to the Popeye agent. I started out my career in this industry as a financial adviser. Being a financial adviser was always my fallback plan if my entrepreneurial ventures did not work out (which, in my late teens/early twenties, they didn’t). My father has been a financial adviser since I was about two years old. I have always been around the business, from interning for him, meeting various clients of his and even getting to attend some top producer trips. So, maybe I am biased about how I see the future of the agent, which in my definition is an agent, financial adviser, broker or any other intermediary selling insurance face-to-face. But, as the headline indicates, I do feel that insurtech is going to make agents stronger, rather than displace them. Winnie the Pooh needs to weigh in I got some food for thought at a recent Plug and Play event focused on digital solutions that can help to strengthen the broker and agent proposition. The panel comprised Jason Storah, executive VP of Aviva Canada; Chip Bacciocco, CEO of TrustedChoice.com; Kim Opheim, president of Opheim Consulting; and Aaron Schiff, founder & CEO of Matic Insurance. The panel was moderated by Richard Cagney, managing director of KBW. It was a diverse panel with varying views, which led to a exuberant discussion. See also: Insurtech: An Adventure or a Quest?   In terms of the Winnie-the-Pooh analogy I've used, none of the panelists fully fit into the Tigger, Eeyore or Pooh buckets, as, at times, they each shared views that could be categorized into different ones. I label the three characters this way:

• Tigger is the excitable cat, full of enthusiasm for every new technology, which will surely change the world for the better and do it right now. Tigger could be a direct-to-consumer digital insurance carrier.
• Eeyore is the old grey donkey who thinks it is all rubbish, that all this change will only end badly or won’t happen at all. Eeyore could be an insurance carrier with an established agency force and no D2C capabilities.
• Winnie-the-Pooh is a humble “bear of little brain” who somehow gets to the right answer by asking good questions. We all want to be that insightful bear, but in the tech world the market is the only judge of what works or does not work. Winnie-the-Pooh is asking – what is the right thing for the industry and customer?

A quick personal story My first role overseas was working on a project team where we set up an insurance carrier in Poland. My role was to set up the target operating model of the agency force for our Polish business, which included everything from recruitment of agents to the sales process with customers. I was nervous because, up until that time, I had only been a financial adviser and wholesaler and was not sure if I could deliver. I had the following conversation with my former boss a few weeks after joining the project (he was running the project and is a qualified actuary by trade): Me: "I know nothing about back-office operations, actuarial/product pricing, how to set up a branch. How am I supposed to define the requirements of what the agents need when I have never actually worked in these areas?" Boss (with a smile): "You have quoted and sold policies to customers, right? You’ve spoken to them about how the underwriting works and then worked with operations people to make sure the policy issued correctly, correct? You’ve walked a customer through a policy document, helped with a claim, dealt with multiple servicing issues and back office people on their behalf, right?" Me: "Yes." Boss: "Then you know a lot more than most of the people you are going to be working with on this project…as a lot of them have only seen one area of the business, whereas sales people have to interact with all areas of the business. I will always say, the sales person is one of the smartest people in the whole company and typically will make more money than most of the CEOs, too!" In our next meeting, in which every workstream lead was present (product, operations, actuarial, etc), my boss stood up in front of everyone and said, "This business will only succeed if the agent is successful. The agent is the heart of this business and will drive our growth. As such, we need to put all of our efforts in place to support the agent in our business model, which also means giving Stephen the support he needs to be able to build the best operating model he can for our success in Poland." (Thanks, ML, for giving me the confidence in those days. FJ, you, too.) Some start-ups enabling rather than replacing the agent There were many startups that presented at the Plug and Play event, some of which focused on enabling the agent/broker, including: Wellthie – Wellthie is an insurance marketplace and sales optimization platform for brokers and carriers to help with the end-to-end sales process to small businesses. The platform offers live quoting from top medical and ancillary carriers nationwide, contribution modeling, customized proposals, an integrated CRM and more. Hello ZUM - Hello ZUM is a startup out of Latin America that aims to "organize the world’s insurance information in one click." The management team is made up of veteran insurance industry professionals. Their solution is a SaaS platform that was born out of looking at two areas: 1) the different roles in the insurance industry and how they will evolve in a new digital environment and 2) how they interact with each other and exchange information. Hello ZUM helps to provide all the different stakeholders within the insurance ecosystem with consistent information, which helps make operations and distributors more efficient and ultimately provide a better customer experience, while generating significant cost reduction. Client Desk – Client Desk is a Canada-based software startup focused on giving tools to brokers and carriers, focusing on engagement, self-servicing and claims management. They provide a white-labeled policyholder web portal and mobile app, as well as a management dashboard used internally by brokers and agents. HazardHub – HazardHub has two goals: (1) to create the best geographic hazard data available and (2) make it free for every person in the U.S. to see the risks around their property. This can help individuals and their brokers to identify the specific risks that may be around their property. You can try it for free here and sign up for the API here, which will give you as many as 10 inquiries a day for free! For carriers and brokers that want to incorporate HazardHub data into their quoting and rating routines, HazardHub offers a novel pay-on-the-bind approach to pricing. acuteIQ – acuteIQ is an AI platform that helps brokers and agents with customer acquisition and prospecting by searching a database of 21 million small/medium-sized businesses. Summary A few weeks ago, I wrote about my experience of buying health insurance this year. After doing all my research online, I also spent time talking to two different agents. I was amazed at the information that they shared with me that I couldn’t find online; which included information on the evolution of ACA and how it’s affected their business and their clients' experience with different carriers, as well as many other general tips on what I should be looking at for my own insurance needs as a repatriated entrepreneur. I was reminded about how the role of the agent is much more than only selling and servicing, but about knowing continuing trends, regulations and being able to ask the right questions to individuals to determine what the most appropriate route is to go with the advice they want to provide. Can AI and a chatbot provide for this? Possibly. But for people like me (and I know I’m not the only one), I prefer talking to a real, live person, who is paid for knowing all the complexities of the market and industry to guide me. As I used to say in my financial planning days to prospective clients, "Just because you can use WebMD to diagnose your problems doesn’t mean you will perform the surgery on yourself, right?" See also: How to Augment Agent Channels   That’s not to say that agents don’t face a risk. Some of the simpler personal and commercial lines may be able to be sold direct (though, in my opinion, there will almost always need to be a live person to be a backup to answer questions for a customer who purchases online). The more complex lines and individual circumstances, specifically when it comes to estate/legacy planning, tax sheltering and comprehensive solutions for businesses (both small and large), will need to be assisted by agents. Further, I can’t see super-high-net-worth customers using digital only as their means for buying insurance. Agents need to start eating their spinach. They need to invest in educating themselves as well as in digital tools that can enhance the customer experience. In the digital age, customer experience is going to the key differentiator. I personally use an agent because I want to have the expertise of a live person to bounce ideas off. But, if the agent I am working with as well as the carrier he is representing both have tools to make my experience with them more engaging (and back office systems that also run smoothly), then I will be a happy policyholder. In posts here and in conversations I have daily, I keep saying that insurtech startups need to have an insurance person on their team (either as an adviser or part of their management team). I’m going to take that a step further; they need someone who has done insurance sales. If they really want to learn the business, this is going to be the best way for them to do so. You can find the original article published here.

This is the fourth part of a five-part series. The first three are: here, here and here.   It’s time to take a long, hard look at the insurance industry. Customers see insurance as a grudge purchase, not as something they buy eagerly to gain peace of mind so they can live boldly. Customers don’t think about insurance in between transactions and have no qualms about switching providers. But there is the flip side. Insurers haven’t done a good job at communicating insurance’s true value proposition, nor have they cultivated effective customer relationships that reward loyalty. By and large, the insurance customer experience is lacking, particularly given that customer expectations aren’t informed by their interactions with insurers—they’re comparing insurers against Amazon, Apple, Netflix and other customer-centric organizations. See also: Digital Insurance 2.0: Benefits  Here are some of the basic capabilities that customers expect from their insurers—and where insurers generally fall flat.

• Answer the phone. Insurance is generally ranked as one of the worst industries for its customer experience. Just 20% respond to questions via Twitter and email, and only 30% answer questions satisfactorily.
• One-size-fits-none. In designing and selling products, insurers focus on risk, rating and products rather than customers. Customers expect tailored service—and most are not getting it.
• Multichannel is hardly a reality. Customers expect to be able to have a seamless experience across all channels. Having to repeat information with a representative who has no record of previous interactions is frustrating, to say the least.
• Get a single customer view. Customers have a single view of their providers, but few providers have a single view of their customers. It’s difficult for customers to understand why they have both auto and home insurance with the same provider, but that information isn’t shared between them.
• Online self-service is limited service. In principle, online self-service can be a way to empower customers and reduce loads on call centers. In practice, a customer may have to log in through multiple portals. Or, insurers may have limited capabilities through online self-service, requiring customers to contact the call center anyway (and, even more galling, incur administration fees).
• The claims process is flawed. Claims payments are often drawn out and require multiple follow-ups. Though insurers regard this as the “moment of truth,” many do not provide satisfactory or transparent service at this crucial point in the customer relationship.
• Customized policies are difficult to obtain. Many customers cobble together multiple policies to amass the coverage that they need. A better option would be for a single provider to tailor one insurance policy—and that provider would also obtain better insights into that customer’s needs, and be able to offer living services to strengthen the customer relationship beyond the transaction. 

The list above isn’t exhaustive, but it’s a good place to start. Yes, it’s long. Yes, it shines a light on some of the flaws that insurers have ignored for decades. Yes, fixing them will take work. But, rather than view it as a list of challenges, you should see it as a to-do list of digital opportunities—it’s a way to begin your core transformation efforts to deliver more value to your customers. It’s easy to get distracted by shiny innovations when we talk about digital transformation. But as I’ve been emphasizing throughout this blog series, it’s irresponsible to look at how artificial intelligence (AI) or blockchain fits into the enterprise if your customers can’t easily see the status of their claims. What’s more, successful core transformation supports a strong foundation and releases investment capital—which, in turn, funds innovation and fosters the agility needed to effectively pilot and scale new projects. See also: Global Trend Map No. 6: Digital Innovation   

Loyal customers are becoming harder to find for auto insurers. As many drivers compare policies based on price, insurers have a difficult time differentiating themselves in an increasingly commoditized marketplace. And, once they buy, customers aren’t afraid to churn based on a single subpar experience or a lower price elsewhere. At the same time, heavy losses and tepid new customer acquisition growth are putting financial pressure on insurers. Combined ratios for private auto insurance spiked to 105.9 in 2017, according to S&P Global, driven in part by a string of claims from recent natural disasters. New driver behaviors and the use of mobile technology (both ride-sharing and distracted driving) are also causing uncertainty for auto insurers. In the face of this uncertainty, maintaining customer satisfaction and increasing customer lifetime value are key factors for strong long-term financial performance. Satisfied policyholders stay with their insurers longer, reducing churn and the costs associated with finding new customers. In addition, happy customers tend to buy more products and spread the word to their own network, building brand equity and referral traffic. See also: The Evolution in Self-Driving Vehicles To drive this level of loyalty, insurers first need to determine how to be more relevant to their customers throughout the auto-ownership lifecycle. Just half of customers have been in touch with their P&C insurer in the last year, according to a Bain survey of 172,000 policyholders worldwide. The same survey found that policyholders who had spoken with their insurer in the last year reported a Net Promoter Score (NPS) 15 points higher than those who hadn’t. Enter the ‘Ecosystem’ To forge closer customer relationships, insurers are beginning to look beyond their underwritten suite of products. By creating an “ecosystem” of related services that meet customer wants and needs, carriers can become more relevant to their customers and tap into new ways to boost satisfaction and loyalty. When customers receive these types of ecosystem services, Bain found, their satisfaction levels spike. Auto insurers that offered three or more so-called ecosystem services received an average NPS a full 40 points higher than those with no ancillary offerings. These services can include everything from vehicle sensors that provide maintenance alerts to financing advice. For auto policyholders, breakdown services top the wish list. While the market is still nascent, interest in the ecosystem model is growing. Fewer than 10% of insurers currently offer three or more ecosystem services, but more than 80% of insurers in major markets say they’re interested in adding these services. To differentiate themselves and their offerings, forward-thinking carriers need to move quickly. Driving loyalty with breakdown services As the top pick for policyholders when it comes to ecosystem services, vehicle repair plans help drivers manage the hassles of breakdowns. Drivers typically pay a monthly cost for the plan, which pays for covered repairs and simplifies the entire repair experience – finding a trustworthy mechanic, arranging a tow truck, providing a loaner of your choice and sending periodic notifications of the status of the repair. For auto insurers looking to expand their ecosystems, the benefits are clear. Vehicle repair plans meet a stated customer demand for breakdown services, helping to boost loyalty and differentiate from the competitive peer group. Choosing a vehicle service plan partner As auto insurers consider bringing vehicle repair plans into their product ecosystem, many are facing the “build-or-buy” question. For insurers eager to gain first-mover advantage under this model, partnering with a solution provider can help them get to market quickly without investing significant time or resources. To ensure a flawless customer experience, however, insurers must choose wisely. Delivering on the promise of the ecosystem means making sure that each component added will delight customers. Here are four key considerations for insurers as they review potential partners: A digital experience. More than half of insurance customers now research pricing or connect with providers online, reflecting a growing desire to interact through these channels. A digital vehicle repair plan solution can help insurers meet customer expectations for a convenient, personalized shopping experience. Online shopping allows policyholders to browse for coverage anytime, while emerging features like real-time pricing based on individual vehicle data connect customers with the best coverage and value instantly. See also: 8 Things to Know About Insurance   Transparent, high-quality coverage. Insurers should consider the types of plans available through providers, from bumper-to-bumper to basic powertrain, and if they can customize coverage levels and pricing based on customer driving habits and budget. In addition, partners should make it simple for buyers to understand exactly what’s covered and how much it will cost. A detailed, part-by-part overview helps drivers shop with confidence, enhancing customer satisfaction and avoiding any surprises when claims happen. All-in-one solutions. As insurers juggle countless tech priorities, many don’t have the time to pull all the components together for a vehicle service plan product offering. A partner that offers the full stack, from plan options and financing to a shopping portal and customer service agents, can help speed time to market and reduce disruptions along the way. Robust reporting. The more insurers learn about their policyholders, the better they can serve them, supporting continuing relationships and retention. By offering features like a customer portal that shows buyer activity and purchase trends, insurers can make data-driven decisions about pricing, product offerings and marketing activities. In a time of industry transition, insurers that prioritize customer experience will lead the way into the future. By expanding their reach to include new services that matter most to their customers, insurers can protect policyholders in more aspects of their lives while strengthening their customer economics.

In our last two blogs, we discussed why consumer playbooks and SMB playbooks have such an effective application for business. Insurers, especially, can use the idea of a playbook to put together a package of viable “plays” that will help them on their shift from Insurance 1.0 into Digital Insurance 2.0 — the second wave of technological and business model advancement within insurance. In our pregame analysis, we looked at Majesco’s research into consumer and SMB behaviors and expectations. In this blog, we’re going to look specifically at the kinds of offerings that may be ideal for consumers. Of course, we won’t be developing low-level product detail, like an insurer would. Instead, we’ll connect high-level consumer indicators to the types of product and service attributes that could yield insurer differentiation and advantage. New Consumer Behaviors and Expectations Across all businesses, including insurance, disruption and change is driven by people. At its simplest, an offering can be created in two ways. First, we might observe changing behaviors and unserved or underserved needs that people have in today’s digital world to come up with an innovative idea that improves outcomes. Second, we might develop a new idea through some other inspiration or observation that meets a need or expectation — one that people didn’t even realize they had until the new idea came along — like Steve Jobs famously did at Apple. With either of these, we can create a value proposition that supports a new Ideal Offering. See also: Digital Insurance 2.0: Benefits   In 2017, Majesco set out to confirm consumer trends, across generational segments, looking at the attributes of new products and new business models in the marketplace. Using data from our 2016 research, we gauged increased use of new, digital activities that are influencing expectations and behaviors, highlighting year-over-year growth in today’s consumer practices. The results can be found in our thought-leadership report, The New Insurance Customer — Digging Deeper: New Expectations, Innovations and Competition; a synopsis of areas of digital impact would include: Sharing Economy: Ride-sharing, home-sharing and room-sharing are on the rise. Connected Devices: Fitness trackers are gaining incredible traction across all generations. Telematics, though maturing, are still increasing in growth, especially among Boomers. Payment Methods: Both use of company app payments (Amazon, Starbucks, etc.) and ApplePay and SamsungPay saw strong year-on-year growth among Gen Z and millennials. Channels: Across all generations, 22% to 38% of individuals purchased insurance from a website. Products: Between 25% and 30% of individuals had purchased on-demand insurance in 2017. Other Emerging Technologies: Items such as drones and 3D printers are growing in use. If we were in front of a whiteboard, we might use a word cloud to place some of these capabilities side by side and in groupings. For the purposes of the blog, we’ve created a list with many of the relevant concepts an organization will find, that will touch or likely touch Digital Insurance 2.0 offerings. This is the type of exercise that insurers may want to use during product brainstorming sessions. Included in the list are both the technologies themselves and the contexts that will drive the use of these technologies. In creating an Ideal Offering, insurers will want to take many of these capabilities and context drivers into account.

• On-demand
• Sharing
• Telematics
• Fitness tracking
• Property monitoring
• Pay-as-you-go
• Mobile account management
• Digital security
• Digital assistant
• Bundled insurance
• Data-driven pricing
• Gig employment
• Peer-to-peer insurance
• Artificial intelligence
• Preventive services
• Mobile messenger app-based communications and transactions

Given the pronounced generational patterns identified in Majesco’s research, it becomes clear that Ideal Offerings must take into account that different market and product strategies are necessary for each generation. To facilitate this thinking, we developed generational playbooks that summarize the attributes (the “ingredients”) that constitute the ideal insurance offerings (“the innovations”) for each segment (the “recipe model”). We also identified behavioral targeting opportunities for specific product, service and process offerings for sub-segments within the generations, based on experiences with certain technologies and trends. Here are just a few of our findings: Gen Z Offerings Gen Z tops the list for groups that are ready to purchase Digital Insurance 2.0 offerings. These offerings would use highly ranked attributes such as preventive services, rewards-based products, messenger apps, mobile quoting, charitable sharing, on-demand products, bundled products and usage-based products. They are also a prime market for targeting products based on usage of new technologies. For example, those Gen Z members who use fitness trackers (41%), are more interested in having health and life insurance premiums that are partially based on their tracking data. They are also willing to join an affinity group that shares their interests, especially if it helps them reduce the cost of insurance. So, an insurer trying to identify an Ideal Offering for Gen Z should consider that real-time, personal data tracking tied to fluctuating usage and variable-premium products (premiums based on behavior/activity levels) may be highly attractive to this group. And on-demand products fit their lifestyle needs. They are the industry’s newest buyer that aligns with the new products and models, reflecting the opportunity to capture and engage them today as they emerge as a dominant buyer. Millennial Offerings Millennials are likewise open to having personal data drive usage-based insurance. They are mobile users who will be happy transacting via messenger apps. They like the idea of telematics-based auto insurance. They like on-demand offerings and any service that can prevent or minimize accidents and claims. They are willing to share their data if it improves pricing and service. If they have ever used a device that monitors driving, they are highly likely to consider on-demand, device-tracked insurance for other areas of insurance. Because millennials are also experience-seeking consumers, an insurer looking to capture millennials may want to create products that match up with experiences and trackability. Marine insurance, motorcycle and ATV insurance and any products that can employ both telematics and a mobile-based on/off switch will be highly valued. Because personal watercraft and ATVs are often rented and borrowed instead of owned, on-demand personal liability insurance could be an excellent product, sold both D2C and through rental companies. In general, all generations, including pre-retirement Boomers, are showing signs that using insurance to cover an event with a specific duration will be a desired capability. See also: Global Trend Map No. 6: Digital Innovation  Gen X Offerings There is really very little difference between Gen X consumer desires and those of millennials, reflecting the rapid adaptation to digital by this generation. However, there is greater growth in the Gen X segment regarding mobile payments. Year over year, more of the Gen X cohort paid for transportation through a ride-sharing service like Uber or Lyft, and more of them began using ApplePay and SamsungPay. Though some of this is driven by work/life maturity and lifestyle, it shows a general acceptance regarding mobile transactions and a desire to make transactions as simple as possible. Ideal Offerings for Gen X will concentrate highly on ease of use and seamless functionality between quotes, admin, payments and claims. Much of this, clearly, is less product-based and more service-based, but when it comes to Digital Insurance 2.0, the two should never be separate considerations, rather should be an integrated offering. Back-end capabilities, front-end digital capabilities and lifestyle-relevant products are all part of the same agile environment. Pre-Retirement Boomers It was once thought that pre-retirement Boomers would simply be happy with traditional insurance products serviced in traditional ways. Once again, active lifestyles and our research are proving this to be false. The greatest jump in online insurance purchases falls within the pre-retirement Boomer segment. Because they tend to drive fewer miles, they have also latched onto the idea of usage-based auto insurance, leading the wave of growth in this area as well. Year over year, they are using substantially more fitness trackers, 3D printers and drones — and they are much more likely to have worked as an independent contractor or freelancer. This is not your previous generation of retirees! Because they tend to travel more, they are excellent candidates for property-monitoring devices as well as on-demand insurance. They want to protect their earnings, so they are price-conscious. When we tested business models against generational segments, pre-retirement Boomers were highly receptive to online life insurance products that included quick quoting and simplified issue. “DIY” Ideal Offerings for Insurers Ideas are business tools. They are just as important as systems and processes. Ideas, however, rely on capabilities. Insurance offerings are obviously constrained or enabled by the digital readiness of an insurance company. In other words, to make the playbook work, there must be a foundation in place. For insurers, that foundation is Digital Insurance 2.0. Digital readiness opens insurer doors to rapid testing of ideas and rollout. It allows a greater amount of freedom in product development, easier business configurability and exponentially better data gathering and digital service. Digital efforts provide speed to value, converting ideas to offerings while opportunities are fresh. In our next blog in this series, we’ll look at Ideal Offerings within the SMB market.

It's official! The ability to innovate will play a key role in determining the future success, even viability, of insurers. 

Why is it official? Because A.M. Best, the rating agency that is the industry's gold standard, says that "companies need to innovate to protect their ability to generate profitable business, and improve operational efficiencies and customer service" and that it "will be reviewing its Best’s Credit Rating Methodology to consider the inclusion of innovation in the assessment of a company’s business profile."

We know it's official because we have entered into an exclusive, multi-year arrangement with A.M. Best so it can draw on our Innovator's Edge platform to track the tens of thousands of insurtechs and other companies that will drive innovation in our industry. The need to innovate isn't exactly a surprise to anyone who has followed the insurtech explosion of the past two-plus years, but it's exciting that we're going to get to work with A.M. Best to help identify and measure the best of insurance-specific innovation practices for the benefit of established insurers, and to help A.M. Best to refine its projections.

Even though we live in turbulent times, we think that the insurance industry has unprecedented resources to draw on as it transforms. At ITL, we already have, in the aggregate, decades of experience setting up innovation programs, and that's just the start. The Innovator's Edge platform delivers the world of innovations and innovators relevant to the insurance industry in an online virtual community. The result is we all make each other smarter and can draw on the collective wisdom that the tens of thousands of innovators generate. 

To codify that knowledge and to make it as widely available as possible, we've been working with our friends at The Institutes to develop curricula that will help insurers leverage approaches and programs that will deliver measurable growth through innovation. More on those as they become available. Stay tuned.

Have a great week.

Paul Carroll
Editor in Chief

Personal observations have demonstrated that some insurance companies have some very serious misunderstandings about the attorneys they hire. I. The company's defense attorney is not its adjuster. Let's say the first notice of a claim was via a lawsuit against an insurance company and that the insurance company immediately hires a defense attorney to respond to the suit — but the insurance company does nothing thereafter to investigate the claim because it thinks that, somehow, its attorney will investigate the claim and then tell it what to do. This type of thinking may ultimately provide a great reason for the lawsuit to be amended to include the company’s bad faith.

1. Hiring an attorney to handle the claim does not shield the claim file (based on attorney-client privilege) from discovery.
2. The insurance company is, in this case, the attorney’s client, and the attorney does not owe the insurance company’s policyholder the duty of good faith and fair dealing in handling the claim.
3. The insurance company owes its policyholder the duty of good faith and fair dealing, and the duty can't be delegated.
4. Every state has rules set up regarding who can be licensed as an adjuster, and, invariably, attorneys are exempt for limited purposes — it is not a blanket exemption for attorneys. For example, in Oklahoma, persons not deemed adjusters or required to obtain license include: “a licensed attorney in Oklahoma who adjusts insurance losses from time to time, incidental to the practice of law, and who does not advertise or represent that he or she is an adjuster" and "a person employed solely for the purpose of furnishing technical assistance to a licensed adjuster, including but not limited to photographers, appraisers, estimators, private detectives, engineers, handwriting experts, and attorneys-at-law.”

See also: A Key Point on Limiting Attorneys’ Fees II. The defense attorney the insurer hires for the liability lawsuit against its policyholder is not “your” (the company's) attorney, even though “you” (the company) pay his bill. The attorney the insurer hires generally has fiduciary duties to the policyholder, not the insurer, even though the insurer is footing the bill. I have heard managers say, “Well, why did our attorney not tell us that the policyholder was not really covered?” I'd say, “Because he or she is not our attorney. Telling you that his client, our policyholder, was not covered would violate attorney-client privilege.” While the insurer can get raw information from the attorney, do not expect him to point out coverage weaknesses that may allow the insurer to withdraw from paying for the policyholder’s defense costs. Even if the insurance manager would really like to know this information, don’t expect a competent attorney to set himself up for a legitimate complaint to the bar and to subject himself to sanctions for his ethical violations to his client, your policyholder. III. The coverage attorney should not be the insurance company's defense attorney. Perhaps the coverage opinion given by a defense firm may be based on developing its defense business. Lawyers are human, so, to avoid any appearance of conflict, use different sources for coverage opinions and defense. Getting a coverage opinion from the same group that will be defending the suit based on the denial (which was based on the coverage opinion) is not only a poor claim practice, it is a good way to increase the company’s defense costs. Lawyers who defend insurance lawsuits are no more experts in insurance than lawyers who defend doctors are medical experts. Hire your defense lawyer to perform in what should be his area of expertise: court. See also: Top Reasons Why Injured Workers Seek Attorneys   IV. Insurance company corporate counsel is not its defense. Corporate counsel is generally an employee of the insurance company, and he or she holds the law license; the insurance company does not.

1. Insurance companies are not authorized to practice law, not even pro se.
2. The corporate counsel is not very likely to be on the “panel counsel” list of the insurer’s E&O carrier.
3. The insurance company is not protected by any legal malpractice coverage under the insurance company’s E&O policy.
4. Such coverage is likely prohibited by the language in the insurance company’s E&O policy, and it is the E&O carrier that will choose the insurance company’s defense counsel.
5. Corporate counsel did not attend law school and obtain a law license so the insurance company may get a cut-rate deal on its legal defense fees.
6. Defense fees are a part of defense costs, while salaries are generally not. Corporate counsel is generally paid a salary as an exempt employee and not an hourly defense fee.
7. Corporate counsel may be called as a witness or representative for the insurance company.
8. Good defense attorneys (trial lawyers) are a specialty, different from corporate counsel. Treating them as the same would be like hiring an ENT physician for a kidney infection — yes,  he or she is licensed to practice medicine, but that is not his or her most competent area of practice.

Corporate counsel is not the proper attorney for an insurance company's proper attorney to respond to a suit against the insurance company.

As web-first rapidly becomes the norm for today’s businesses, a new bogeyman is lurking: cybersecurity. With IT systems no longer an adjunct but the central pillar of most organizations, cyberattacks have come to represent an existential threat. No less serious is the risk to the vast repositories of customer data that today’s businesses sit on top of, which have grown far faster than security architectures can keep pace with.

According to PwC’s 19th annual CEO survey, 61% of CEOs are concerned about cybersecurity, with everything from phishing to denial- of- service attacks on the rise.

For the insurance industry, cybersecurity represents both an opportunity and a threat: an opportunity in that enterprises are crying out for coverage against the cyber risks they face, a threat because carriers, of course, hold large amounts of customer data and are hence targets for cyber-attacks and hacks themselves. A theme across this content series, and one we explored specifically in our feature on marketing and customer-centricity, has been the imperative for insurers to better engage with customers’ needs – before customers start taking those needs elsewhere. On the commercial side, cyber risk is therefore an enticing opportunity for insurers, as their clients’ businesses are only going to get more online, not less, and security risks abound (especially with anything IoT-related). However, cyber events are particularly challenging to insure against due firstly to their manifold knock-on effects, which range from barely quantifiable reputational damage to share-price collapse, and secondly to the lack of historical data. Substantial focus will therefore be required for insurers to fully realize the cyber-coverage opportunity.

"Insurers just don’t have the capability or the skillset to produce things that customers want to buy, particularly with so-called cyber products that mostly don’t cover the specific risks that the clients are concerned about. There’s a total disconnect there between the reality of business for all the Fortune 500 companies in the world and what insurers think they’re going to provide them by way of services and products." — Steve Tunstall, CEO and co-founder at Inzsure.com

Cybersecurity is a sprawling area, so this part of our series is primarily aimed at cybersecurity as threat, as opposed to cybersecurity as opportunity: What are carriers doing to protect their customers’ data and to mitigate against the threat of data breaches? We start with a look at carriers' attitudes to cyber threats like data breach, followed by a look at how – and how confidently – they are addressing these. To finish off, we cast an eye over the longer-term evolution of cybersecurity as carriers pressing forward with digital transformation seek, at the same time, to future-proof their systems. The following stats and perspectives are drawn from our Global Trend Map; a breakdown of all respondents, and details of our methodology, are included in the full report, which you can download for free at any time. 1) Assessing the Scale of the Cyber Threat 69% of carriers are "very concerned" about information security breaches.

#databreach is the Achilles Heel of the #BigData economy, and insurance is no exception. More in the #InsuranceMap! https://t.co/QH8z3aYH7y pic.twitter.com/Ac9fbLOPaK

— Insurance Nexus (@InsuranceNexus) July 26, 2017

While (re)insurers are open to the same sorts of attack as other large enterprises, the event we choose to focus on here is data breach. There is nothing that strikes so much at the core of the insurance business, which has been a data business since the very beginning; at the same time, (re)insurers – as professional data stewards – ought to be relatively well-placed to defend themselves. The harm that could come from a cyber breach at a carrier is multifaceted: Stolen data could cause customers direct commercial damage, whereas tampered-with data could render carriers’ risk models worthless, affecting both them and their customers further down the line. It is no surprise then to see the overwhelming majority of (re)insurers registering concern with information security breaches (94%). Cyber-attacks affect other players in the insurance ecosystem, too, and there are plenty of weak points in the "water cycle" of customer and company data; so we also encounter a majority concern among the other ecosystem players that contributed to our survey. See also: 2018 Predictions on Cybersecurity   Our broader research suggests that data breaches are particularly high up the agenda in Asia-Pacific. We reached out to David Piesse, chairman of IIS Ambassadors and ambassador Asia Pacific at the International Insurance Society (IIS), based in Hong Kong, to understand more about what is happening in the region: "Digitization is leapfrogging in Asia, and so are industrial parks with smart devices and machine learning running the processing. Because of global supply-chain issues, this makes the need to mitigate and protect data integrity an urgency even without regulation where best-practice risk management must be implemented." Piesse continues: "Asia Pacific is only starting to look at regulations for data breach as opposed to data privacy laws, which have been around for some time. This leads us into the debate of the difference between privacy (encryption) and data integrity, which are two different arms of the cybersecurity triangle that must be embedded in all cyber risk management approaches. "The time from compromise to discovery in Asia is now on average 580 days, according to statistics. Therefore, we must assume compromise of data across time, as there have been no notification laws and hence no catalyst to mitigate. This is why there is concern in Asia Pacific. The take-up of cyber insurance in Asia is fairly low as compared with the U.S. and U.K. for this reason." 2) Filling the Breach

3/4 of insurers are confident about customer #datasecurity & #privacy. More on #cybersecurity in the #InsuranceMap! https://t.co/QH8z3aYH7y pic.twitter.com/81JPs7Qch1

— Insurance Nexus (@InsuranceNexus) July 26, 2017

Our respondents’ data-breach concerns are matched by high confidence that data security is adequate, and this probably has a lot to do with mitigation planning across their organizations. As we see from our graphic, three-quarters of carriers are confident in their security, and we find a similar level of confidence among respondents from the broader ecosystem. While these figures are encouraging, a quarter of respondents lacking confidence on this important measure is still cause for concern when we consider the number of customers that any one company can have. Even just a few percentage points of the ecosystem still represents rich pickings for online criminals and massive disruption for thousands, and potentially millions, of customers.

"Insurers have been very early adapters of computer technology. Given this maturity, one might think they should be able to control technology security on all layers, but the opposite is usually the case." — Oliver Lauer, head of architecture/head of IT innovation at Zurich

When we turn to look at concrete mitigation plans, we observe that these are relatively commonplace.

According to the #InsuranceMap, 11% of carriers lack plans for #databreach. Get the latest on #cybersecurity here: https://t.co/QH8z3aYH7y pic.twitter.com/oHVspQ7rb6

— Insurance Nexus (@InsuranceNexus) July 26, 2017

However, 11% of carriers having no plan is concerning, given the absolute amount of business interruption this potentially represents (6% answered "don’t know"). Another factor to bear in mind is the potential fallibility of mitigation plans, so the proportion of carriers that are actually safe from security breaches will certainly be less than the 83% quoted above. We should also remember that data breach is just one type of cyber-attack and consequently just one aspect of (re)insurers’ overall cybersecurity strategy, which needs to be comprehensive.

"Insurers are very late in the game of opening their systems for the digital age, and most of their software systems are 25 years old and older, and are "secure by nature" due to their legacy walled garden architectures. And now they are modernizing their systems at the speed of light, and their security architectures and capabilities can hardly follow." — Oliver Lauer

We expect carriers – and all businesses for that matter – to continue ramping up their cyber defenses over the coming months and years, especially given recent high-profile incidents like the Wanna Decryptor attack in May 2017, which hit nearly 100 countries around the world. When assessing the full spectrum of cybersecurity risks, it can be difficult to know where to start and what to prioritize, so we asked financial services influencer Michael Quindazzi, business development leader and management consultant at PwC, for five key questions every insurer should be asking itself, from the board down:

— Who are our adversaries, what are their targets and what would be the impact of an attack? — What are the most important assets we need to protect? — How effective are our processes, assignment of responsibilities and systems safeguards? — Are we integrating threat intelligence and assessments into cyber-defense programs? — Are we assessing vulnerabilities against emerging threat vectors?

As with building on unstable foundations, the risks from getting one’s approach to security wrong at the outset only get bigger the further down the road you go. We spoke to Oliver Lauer, head of architecture/head of IT innovation at Zurich, who frames the security conundrum in the following terms: "Insurers are implementing digital cores with full connectivity to everything, omni- and multi-channel and open API architectures, and usually they have no real idea what these new implementations mean for their security systems – they are still handling security like they did in the past with their ‘closed shop’ approaches. "This will lead – in my eyes – to very dangerous threats in the future. And even if they have recognized these risks and have the money to invest, it’s very difficult to hire the necessary resources. Everybody is looking for security experts at the moment.…" What is clear is that today’s digital platforms introduce a fundamentally new security dynamic requiring a different way of thinking from security professionals at carriers. 3) Longer-Term Evolution 58% of carriers have updated their security strategies to reflect the rise of new digital platforms. As we can see from the chart below, the majority of insurers and reinsurers have made adjustments to their security strategy to reflect the rise of digital platforms, and we get a similar figure when we consider our other ecosystem players.

Most (re)insurers have updated their #cybersecurity strategies for new digital platforms! More in the #InsuranceMap: https://t.co/QH8z3aYH7y pic.twitter.com/b3ro6W1tV7

— Insurance Nexus (@InsuranceNexus) July 26, 2017

For now, though, this is a small majority (58%), less than the 83% who had mitigation plans for data breaches. As the industry gets savvier about cybersecurity as a whole, we expect this figure to rise sharply. "With customer data-protection and privacy rules becoming more scrutinized across Europe and the globe, it is not a surprise that the chief information security officer is taking such a prevalent position within enterprises. The role will need to ensure appropriate usage of customer data and overcome digital privacy and security issues." — Sabine VanderLinden, managing director at Startupbootcamp