Embedded insurance provides customers with affordable, relevant, and customised insurance when they need it the most.
People understand the importance of insurance, but it has traditionally been viewed as a burdensome afterthought or a legal requirement that can be overwhelming and confusing.
However, as the customer experience becomes more critical and more purchases are made digitally, the insurance industry is shifting from selling insurance to assisting consumers in purchasing the most appropriate insurance for them.
You’ve probably already heard the buzzword “embedded insurance” and read reports of how embedded insurance is expected to grow more than six times to $722BN in GWP by 2030 (InsTech London). However, you may still be wondering what exactly embedded insurance is.
The "real-time" bundling and sale of insurance coverage or protection while a consumer is purchasing a product or service, bringing the coverage directly to the consumer at the point of sale, is known as embedded insurance.
As a result, the customer does not have to go looking for coverage – and they may not even realise they require it until they are given the opportunity.
While the concept of embedded insurance is not new, historically, embedded insurance relied heavily on analogue sales processes in which distribution partners and insurance companies exchanged leads. Then, these leads were contacted via telephone or other analogue means. Due to digital customer behaviour, however, embedded insurance has undergone rapid evolution.
Most businesses that sell products or services to consumers today do so through digital sales channels. Therefore, embedded insurance must be digitised, which includes providing insurance as part of online purchase flows, via e-commerce platforms, embedded into apps, and on standalone websites.
Read on to learn more about embedded insurance, how it is changing the industry, and how insurance companies can benefit from it.
Every year, the protection gap – the difference between insured and uninsured losses – widens. By making it simple for customers to purchase coverage, offering coverage at the point of sale can help close the gap.
An open application programme interface allows an embedded insurance solution to be integrated into an existing system (API). APIs can assist insurers in analysing data and offering the appropriate policy at the point of sale. APIs also allow them to meet customers on their preferred channel, whether that is a computer, laptop, mobile device, or call centre.
Online shopping generates a wealth of data, such as transaction and browsing history, as well as expenditures. Using this data to create a customised insurance policy ensures that risk information is current and accurate.
An API connects two separate systems to create a single shopping experience for the customer. An insurer can directly offer policies and services to prospective customers using pre-built, production-ready mobile and web apps.
Embedded insurance has the potential to transform the insurance industry by assisting insurers in reaching the right customers at the right time with the right coverage.
Digitally embedded insurance represents a never-before-seen opportunity for insurance companies that currently distribute insurance using a lead or direct distribution model.
Consider the following scenario: a customer conducts online product research, compares prices, and then makes a purchase. Customers are offered coverage for their new product at the point of sale.
It's an option they can obtain with just a few clicks on their mobile device, so they opt for the protection. It is unnecessary to search elsewhere and make a separate purchase. They obtain immediate peace of mind.
Embedded insurance provides the adaptable, quick, and convenient customer experience that modern consumers expect.
For insurers, embedded insurance provides new avenues for reaching customers online.
Customer experience can make or break an insurance company's reputation. For insurers, embedded insurance offers new online customer engagement opportunities, making it easier than ever for insurers to sell insurance and for clients to buy insurance.
At Cardinal, we have an intimate understanding of the importance of embedded insurance to future-proof your insurance business. As such, we’ve created innovative InsurTech solutions to distribute insurance services and deliver greater value to the market for the benefit of all its stakeholders.
By abstracting insurance functionality into technology, Cardinal’s embedded insurance enables any third-party provider or developer to integrate innovative insurance products into their customers' purchase journeys seamlessly, rapidly, and cost-effectively. The result is a more compelling value proposition for customers, fostering brand preference and customer loyalty.
Please contact us if you want more information about Cardinal, our products, services, and solutions.
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