The Insurance Industry: Reacting to a Disrupted Market
As the insurance sector surveys the landscape for 2024 and beyond, there are a number of changes in sight. New technology, extreme events and changing cultures are all shifting the way Property and Casualty insurance needs to operate. Some of these new factors create opportunities, while others create risks; many offer both.
Responding to market disruption is nothing new for P&C insurance. While the specific factors may be unprecedented, the insurance sector has always been at the forefront of predicting and responding to new risks.
In this article we will look at some of the key elements that are changing (or are set to change) the industry within the next few years.
Artificial Intelligence
It is impossible to discuss disruptive markets without talking about AI. Artificial Intelligence has been on the scene for a few years now, but as it continues to develop, it brings about innovation and opportunity, while also creating risk, uncertainty, and potential problems. Almost all industries need to adapt to a world where AI is commonplace.
AI offers massive opportunity to the insurance industry. It can reduce risk, increase speed and refine processes across the board. AI can interact with clients in a more supportive way than ever, meeting their requirements and even anticipating their needs in a way that has not been possible before. At the same time, lots of clients struggle with the impersonal nature of AI – although this is improving all the time, as it becomes more adept at mimicking human emotional responses.
Of course, there are dangers that come with computer learned behaviours. One recognised risk is that AI is vulnerable to using data to inadvertently create an illegal or unethical bias – for example, a bias against a protected group. This could result in fines and legal sanctioning, as well as a significant loss of trust in the methods being used by the industry. As this is already a recognised risk, research is being done and there are a number of suggested ways for technology to overcome the issue by utilising “fairness criteria” in the AI model.[i] As AI continues to progress, and insurance companies are able to utilise it for good, there will need to be a lot of investment in ensuring that it stays safe and ethical.
Cyber-attacks and cyber insurance
While cyber-crime has been around for decades, technological advancement means that it is becoming more and more destructive and far reaching than the cyber-crime of the past. Investing in Insurtech is vital in protecting insurance companies against potentially devastating cyber-attacks.
With costs associated with cyber-attacks being almost infinite, it is extremely difficult for policy makers and underwriters to predict figures, which means there is the potential for policy prices to spiral. At the same time, businesses need access to affordable policies and insurance brokers are looking to provide these.
To combat the issues around the rise of cyber-crime, it seems inevitable that private insurance companies will need to work together with government bodies to develop solutions for reducing cyber risks and to provide affordable insurance.[ii]
Extreme events
As discussed in our recent blog http://www.astoncharles.co.uk/news/blog/insurance-costs-rising-with-flood-risks-how-can-brokers-help the number of extreme weather events in the UK appears to be on the rise. In January 2024 there were 200 storm warnings and flooding events.
[iii] These events often come at a devastating cost to individuals and businesses and is resulting in insurance costs continuing to rise, with payouts in the multi millions.
The next few years must see insurance companies helping to mitigate these risks, rather than just issuing payouts after the events.
An analysis by Deloitte suggests the stages needed for insurance companies to better support the communities they insure. It involves building trust by being transparent about what they are doing and who they are. Underinsurance amongst certain demographics needs a thoughtful response to ensure that no one remains underrepresented or with reduced access to cover. Insurance policies need to go hand-in-hand with actively working in communities to reduce risks. This support needs to be long term, which will in turn increase the reputation of the brand. As the number of serious events is lowered (or the impact of them is reduced) this will increase profitability for the insurance companies, while also increasing public trust and mitigating the impact of catastrophic events on policyholders. [iv]
Changing consumers
With each passing generation, the needs and attitudes of insurance consumers change. Generation Z is now purchasing insurance, with generation Alpha lined up and ready to start buying. Ways of marketing to the next generations need to move with the times, as well as looking at new types of insurance offerings. As technology advances, and people want easy, secure solutions, there are a number of up-and-coming areas of insurance. This includes embedded insurance, where a consumer can purchase an insurance product (such as travel insurance or insuring a piece of technology against damage or theft) at the point of purchase. Insurance companies need to create partnerships if they don’t want to miss out on this huge corner of the market; embedded insurance is predicted to make up 20% of property and casualty insurance worldwide by 2030. [v]
Changing workforces
The workforce is changing, but despite the increase in technology (particularly AI) the human element of insurance companies continues to be vital. It is estimated that by 2025 technology will increase productivity for workers by 37%. [vi] This is exciting, but also demands excellent training and development in order to benefit from these advancements. Deloitte recommend investment in Chief Strategy Officers. People in these roles need to work together with Human Resources and talent scouts to be strategic about skills in the workforce. Deloitte refers to “siloed architecture” in the workforce, referring to the current potential for bottlenecks creating blockages in the infrastructure of a company. It suggests an approach in which workforce ecosystems are created based on skills; rather than underwriters, investors and claims managers working independently of one another. [vii]
There also needs to be serious investment in appealing to the job market. At this time, there are many extremely technologically savvy, highly skilled individuals who may be looking to bring their expertise to new industry sectors. Insurance companies would do well to offer them attractive career, training and development propositions.
As specialist insurance recruitment agents, Aston Charles is well placed to offer advice on employing the right candidates to move insurance businesses forward. Call us to discuss your requirements.
Reacting to market disrupters
While some of these new market developments may signal unprecedented change for the insurance sector, it shouldn’t be alarming. The sector has always worked to be one step ahead. It is important that the industry reacts to all these issues in a robust way, offering solutions that are technologically sound, responsible, transparent and that create positive experiences for policy holders. In this way, trust in the industry can increase, communities can be improved, and businesses can continue to be ethical, safe and profitable.
[i] IMD (2022) How insurers can mitigate the discrimination risks posed by AI. https://www.imd.org/ibyimd/innovation/how-insurers-can-mitigate-the-discrimination-risks-posed-by-ai/ (Accessed: March 14, 2024).
[ii] Dimmling, R. and Zimmerman, M. (2024) Five Insurance Trends To Keep an Eye on in 2024. https://www.fticonsulting.com/insights/fti-journal/five-insurance-trends-keep-eye-2024 (Accessed: March 14, 2024).
[iii] Life Insurance International (2024) Extreme weather events heighten the need for innovative home insurance solutions. https://www.lifeinsuranceinternational.com/analyst-comment/extreme-weather-events-home-insurance/?cf-view (Accessed: March 14, 2024).
[iv] See Figure 1. Deloitte (2024) 2024 Global Insurance Outlook. https://www2.deloitte.com/us/en/insights/industry/financial-services/financial-services-industry-outlooks/insurance-industry-outlook.html (Accessed: March 14, 2024).
[v] Dimmling, R. and Zimmerman, M. (2024) Five Insurance Trends To Keep an Eye on in 2024. https://www.fticonsulting.com/insights/fti-journal/five-insurance-trends-keep-eye-2024 (Accessed: March 14, 2024).
[vi]Deloitte (2024) 2024 Global Insurance Outlook. https://www2.deloitte.com/us/en/insights/industry/financial-services/financial-services-industry-outlooks/insurance-industry-outlook.html (Accessed: March 14, 2024).
[vii] Deloitte (2024) 2024 Global Insurance Outlook. https://www2.deloitte.com/us/en/insights/industry/financial-services/financial-services-industry-outlooks/insurance-industry-outlook.html (Accessed: March 14, 2024).