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Envisioning the customer journey – from early days to retirement(s)
As ever, customers dictate the future of the industry. Their needs, objectives and even aspirations should inform and inspire the growth strategies and innovation agenda for all industry stakeholders. Advisors and regulators are stakeholders so important that it’s useful – even desirable – to view them as customers, too.
Enabling technology and strong partnerships will allow insurers to execute on holistic value propositions via deeper and more meaningful engagement with more types of customers, including women, who are currently underserved and will control a greater proportion of wealth in the future.
Ecosystems will soon become the most effective models because insurers simply cannot go it alone in meeting consumers’ evolving needs across critical life stages. The group insurance and employer benefits market is already showing the upside of ecosystems. Insurers around the world have orchestrated ecosystems to expand their offerings and meet diversifying needs, particularly in the realm of mental health and holistic wellbeing.
The focus should be on solutions that combine protection, savings and investments and are designed to flex as customer needs expand and evolve across five critical life stages.
1. Getting started on financial wellness
Insurers, annuity providers and other firms have long recognized the need to engage younger consumers but have largely struggled to make the connection. The first step is to demonstrate the value of insurance relative to financial goals besides retirement savings. Meeting the rising post-COVID demand for protections against short-term economic shocks (e.g., the loss of income or unexpected hospitalization) is one opportunity.
Portable micro-policies and lifestyle insurance that evolve over time would suit many young people just starting their working lives. To gain traction, insurers must ensure they offer individuals full digital experiences through their mobile phones and that brokers and advisors are motivated to build and grow relationships with individuals with few assets to invest.