The mobile and digital technology advances that forced insurance innovation in 2018 will continue and intensify in the New Year. But five distinct technology themes will shape insurance in 2019, according to Smart Harbor’s recent Insurance Trends study.
“Every insurance agency needs to focus on what makes their customer experiences and product offerings different,” Smart Harbor Managing Partner Jason Walker said in a recent press release about the survey results. “Then, integrate with tech enablers that deliver on that value proposition in a connected ecosystem.”
Walker said insurance agents will have no choice but to gravitate toward technology solutions that better serve consumers today and in the future. “To help agencies better compete, all parties in the distribution system should be looking to improve the ability to share critical data and analytics between systems,” Walker said.
Here are the top five digital trends that will impact insurance agents in 2019, according to Smart Harbor’s analysis.
No 5: New Micro-Experiences Will Become the Building Blocks for Digital Expansion
Agencies are differentiated by the niche markets they sell to and service better than their competitors. Investments in digital content campaigns and user interfaces that cater to specialized prospect and customer segments will rise in 2019.
No 4: Texting Will Increasingly Be Used by Agencies to Connect with Customers
The rise of mobile users will have an effect on how agents communicate. Texting is a critical line of communication with millennials and will be the preferred method of contact for the next generation of insurance customers.
No 3: Google Mobile First Will Make or Break Every Agent's Online Brand
Google mobile-first indexing was formally launched in March 2018 and reinforced in September, which means websites will be indexed and ranked based on the mobile version of their content.
No 2: Insurance Agent Bots Will Be Humanized to Create Authentic Interactions
Insurance agencies must adopt technology solutions that transition their client-focused insurance buying experiences to the online environment.
No 1: Voice Search Will Be a Critical Part of Every Agency's Digital Strategy
The rapid adoption of smart devices powered by manufacturers like Google and Amazon are compelling consumers to speak to robots about their needs from their homes, offices, and on the go. Insurance is no exception.