Insurance study 2021-2026
The race for the customer interface has reached a critical juncture
At a glance
- Project leader : Lukas Stricker, Silvan Stüssi, Lukas Urech
- Project team : Sebastian Barth
- Project budget : CHF 150'000
- Project status : ongoing
- Funding partner : Third party (Zühlke Technology Group AG, Synpulse Schweiz AG)
- Project partner : Zühlke Technology Group AG, Synpulse Schweiz AG
- Contact person : Lukas Stricker
Description
Digitalisation is not a new topic for insurers. First IT-system
were already introduced in the 1970’s. Subsequent digitalisation
waves included the attempt to go direct via pure digital
distribution channels in the noughties. Their limited success as a
result of the hybrid interaction patterns of insurance customers
then led to broad adoption of omni-channel strategies in the 10’s.
In parallel, many insurance companies are investing heavily in
renewing their legacy systems.
Despite the ongoing changes, one can note that no major
transformation, let alone disruption, has occurred in the insurance
industry in Switzerland. Established business models persist.
Selling traditional products through the existing distribution
channels still earns you good money.
Since a few years however, signs for an acceleration in change are
emerging. Insurtechs are booming, reaching investments of over USD
7bn in 2020. New distribution models via established non-insurance
brands, such as Postfinance, IKEA or Migros, are intensifying the
competition for the big multi-line insurers. Insurance as a
secondary product is increasingly sold as part of the primary
product, e.g., the car. Tesla for instance allows you to pick the
car insurance in their configurator. Which insurer in the
background you picked remains obscure.
Our study picks up those trends. We believe Swiss insurers are
facing a juncture in the next five years regarding the question of
who will be dominating the customer interface. Will it still be the
insurer, or will he be pushed to the background? What alternative
strategic position can they occupy? What capabilities, technical
and personal, will be key for the future? What digital strategy
will support those?
The present “Insurance Study 2021” forms the staring point of a
series of studies that aims at providing decision makers in the
Swiss insurance industry a meaningful guidance. For this first
study, we have interviewed 13 CxO’s from ten insurance life and
P&C insurers in Switzerland. In addition, we have asked 45
experts in an online questionnaire to provide in-depth insights.
With that, we were able to cover 80% of the Swiss life insurance
and 70% of the P&C insurance market.
The study was conducted by the Institute of Risk & Insurance of the
ZHAW School of Management & Law in collaboration with Zühlke Group
and Synpulse Management Consulting.