The advances in digital technology in the last decade gave insurers the means to create products that continuously connect and engage with customers. The adoption of technology such as telematics, mobile apps, wearables and IoT devices enables insurers to improve risk ratings, personalize premiums and adjust policy conditions on an ongoing basis.
The traditional approach of a single point in time questionnaire and standardized health offering is increasingly replaced by dynamic assessments, proactive coaching and value-added services personalized to the specific risk of the customer.
As the insurer will be covering the whole consumer journey the offering becomes more like a lifestyle product, part of the customer’s daily routine. This makes it a lot harder to churn.