New SMA Blog by Mark Breading, Partner, Strategy Meets Action —
With the dramatic shifts in the business world due to the pandemic, it seems that every aspect of tech and insurance is being scrutinized. After speaking with dozens of tech companies over the last few weeks – including incumbents, InsurTechs, and companies of all sizes, a theme has emerged. To borrow from Charles Dickens, “It was the best of times. It was the worst of times.” And it all has to do with digital capabilities.
Insurers have adapted remarkably well to the new norm – if there is a norm. Most insurers rapidly shifted employees to work-from-home mode and continued business as usual, producing quotes, handling claims, processing renewals, and working with distributors and external parties. The volume and nature of the business have made some dramatic shifts. Fewer people and businesses are buying new vehicles or properties. Claims are way down in some sectors and up in others. But generally, the industry has adapted. At the same time, big gaps have been exposed. Much of the challenge has been related to manual, paper-based processes – inbound mail that needs to be scanned and ingested into workflows and outbound documents such as printed policies and checks, among others. Suddenly the need for a fully digital enterprise has become crystal clear.
All of this has significant implications for tech vendors. To put it simply, those that have digital solutions that address the gaps are quite busy. Those that have solutions in other areas are not. Companies that are especially agile at quickly standing up new digital capabilities have their phones ringing off the hook. (One tech company told me that an insurance CEO called them and asked if they could have their solutions operational in two weeks!)
On the other hand, there are many tech firms that have solutions of high value to insurers – but they may be in areas that enhance current capabilities and are suddenly lower in priority. They don’t necessarily provide digital self-service or digitize processes that get workers out of the office. Where existing projects are underway in these areas, insurers are moving forward so they do not lose momentum. But there is a reluctance to start brand new projects in the short-term if they don’t address the digital gaps that are most acute during this period.
This is a unique point in time. All manner of tech solutions are required for insurers to advance their digital transformation. But the phase we are in has put a spotlight on the specific capabilities that are needed now. When the current crisis has passed, the world will be forever changed. Digital expectations will be different. It is likely that the digital transformation of insurance will accelerate, and there will be new and renewed demands for tech solutions of every kind. But for now, there is one category of tech solution providers that is experiencing high demand for new solutions and another class that is finding it to be a difficult time to generate new leads and sales.
About The Author
Mark Breading, a Partner at Strategy Meets Action, is known for his insights on the future of the insurance industry and innovative uses of technology. Mark consults with insurers and technology companies on forward thinking strategies for success in the digital age. His inventive methods and his ability to incorporate InsurTech and emerging tech into business strategies are unparalleled. Mark also leads SMA’s research program, has overseen the publication of over one hundred research reports, and directed custom research projects for insurer and tech clients. His thought leadership in the areas of InsurTech, emerging technologies, customer experience, and digital strategies has earned him rankings as a “Top Global Influencers in InsurTech” by InsurTech News and Onalytica and a place in the 10 finalists for the “Top Global IoT in Insurance Influencer Award.”
Before joining SMA in 2009, Mark spent 25 years with IBM, where he co-developed IBM’s Account Based Marketing program and led the global project office to implement ABM across all industry verticals worldwide. Mark has held both technical and business roles in sales, consulting, marketing, and business strategy and has advised insurers around the world for almost 30 years.
He is a frequent speaker at industry events; an InsurTech mentor with the Global Insurance Accelerator; and a frequent contributor of articles to Insurance Thought Leadership, Insurance Networking News, LOMA Resource, and many other industry publications.
Exclusively serving the insurance industry, Strategy Meets Action (SMA) is an advisory services firm offering retainers, research, consulting, events, and innovation offerings to both insurance companies and solution providers. Learn more about SMA at www.strategymeetsaction.com.
SOURCE: Strategy Meets Action (SMA)