In the insurance sector, more and more data are available. This poses new questions for insurance companies and their business models. Leveraging data enables insurers to improve risk management, customize products and services, and explore new forms of relationships with their policyholders. On the other hand, organizations from outside the industry, with better and direct access to relevant data, seek opportunities to enter the market. This study focuses on this dynamic and explores the underlying question of the overall direction of data-driven services in the Swiss insurance market. Our study was conducted in three steps. First, we interviewed a small group of experts to identify and discuss relevant issues. Second, we surveyed a broader set of industry experts to provide insights into the industry perspective. Third, we surveyed some 1,400 policyholders in Switzerland to understand the perspective of individual customers. As our results show, industry experts are aligned with customers’ long-term priorities on convenience and risk management. Nevertheless, insurance companies currently mainly focus on short-term cost-cutting measures and process improvements. Customers in Switzerland view insurance providers quite favorably. This perception opens a window of opportunity to develop additional services in spite of customers’ reluctance to share personal information in general. This window may not remain open indefinitely, as customers tend to be open to sourcing, especially in terms of the more important services from non-insurance providers.

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