- Where Insurance & Technology Meet

Personal Lines Insurers Tech Plans and the Pandemic: Significant Reshaping and Acceleration

New SMA Blog by Mark Breading, Partner, Strategy Meets Action

The traditionally stable P&C personal lines insurance industry has been shaken up due to the pandemic. Insurers have been used to adjusting to economic swings and catastrophes that affect volumes and financials. Those kinds of adjustments are business as usual for the industry. But the dramatic changes in customer behaviors and patterns fomented by the pandemic and related lockdowns are new experiences for the industry. Driving miles, personal travel, work-from-home mandates, and online ordering and delivery of food and goods combined to create new challenges for carriers. Seismic shifts in claims volumes, support for agents and employees working remotely, and customer demands and expectations for digital interactions required companies to rethink their technology plans.

SMA has conducted a series of market pulse polls throughout the pandemic, starting in April 2020, as the initial economic lockdowns and work-from-home mandates began to take hold. Our latest survey, conducted in May of this year, is aimed at assessing how plans are changing and being reshaped as personal lines insurers move forward in the second half of 2021 and formulate strategies for early 2022. Whether we are moving toward a post-pandemic era in the US is debatable, but what seems clear from the plans of personal lines insurers is that tech-related plans are moving ahead full steam.

We have observed that after the initial tactical responses in the early stages of the pandemic, there was a great deal of rethinking, reprioritization, and new activity related to technology plans. The initial wave in the spring of 2020 focused on enabling a remote workforce and providing critical digital capabilities to agents and policyholders, not to mention the significant rebates provided to policyholders. But when the fall arrived, the technology roadmap became the subject of major review. Many carriers stayed the course – continuing some of the shifts they initiated in the second quarter. However, some also stopped or paused projects (about one in eight insurers), and some of the more innovation-related activities were pushed out to 2022. But gaps were exposed in areas like first-notice-of-loss and payments, and the need to make these areas digital pushed them to the top of the list. Personal lines companies have been busily implementing or enhancing these capabilities, as well as the general self-service capabilities.

Fast-forward to the middle of 2021. What are insurers planning for the second half and into 2022? SMA’s most recently completed Market Pulse survey shows that virtually no companies plan to retrench or pause project activity in the second half. There is a significant amount of rethinking for roadmaps and project reprioritizations, with almost 60% still saying they are reshaping or accelerating plans. The flurry of activity signals an acceleration in digital transformation. And it is also a signal that the next couple of years are likely to see a further leap forward in the industry’s overall transformation. So, fasten your seat belts and get ready for the road ahead.

For more information on commercial lines plans for technology, see our recent research report, Personal Lines Digital Plans and the Post-Pandemic World: SMA Market Pulse Insights. The report also includes a view of insurers’ expectations for the workforce come January 2022.

About The Author

Mark 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 methodologies, fresh ideas, creative conceptualizations, and ability to incorporate InsurTech and transformational tech in business strategies are unparalleled. He also leads SMA’s research program, publishing 25-30 research reports per year and conducting various custom research projects for insurer and vendor clients. His thought leadership in the areas of InsurTech, transformational technologies, customer experience, and digital strategies has earned him a ranking of one of the “Top Global Influencers in InsurTech” by InsurTech News and Onalytica and a place in the ten finalists for the “Top Global IoT in Insurance Influencer Award.”

Before joining SMA in 2009, Mark spent 25 years with IBM in roles including the Global Insurance Strategist and Director of Global Financial Services Executive Conferences in addition to leadership roles in consulting and marketing. Mark 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.

About SMA, a ReSource Pro company

Strategy Meets Action is an industry-leading strategic advisory firm delivering strategic insights, consulting services, and published research to carriers, solution providers, and InsurTech startups. The firm provides insights and guidance on business strategy, digital transformation, core systems and customer experience. Learn more about SMA at

SOURCE: Strategy Meets Action (SMA)