How embedded insurance can help insurance penetration into the smaller Indian markets
Embedded insurance offers a convenient solution by bundling insurance products or services in real-time when consumers purchase a product. The demand for this offering is steadily increasing due to the ease and convenience it provides. On-the-spot insurance eliminates the hassle of researching and selecting the most suitable insurance company for the consumer, offering instant policy issuance. These factors combined are driving the rapid growth of embedded insurance in today's market. Estimates suggest that the convenience and personalization provided by insurance will drive India's embedded finance industry to grow by nearly 50% over the next decade.
Today, embedded insurance is integrated into various segments such as motor insurance, jewellery insurance, travel, healthcare, and other delivery-based apps, benefiting both insurance companies and consumers. For consumers, this type of insurance offers affordable solutions, with policies available at comparatively lower costs. For insurance companies, it provides a means to differentiate and attract new users. By collecting consumer data at the point of purchase, companies can later target customers with tailored insurance policies, which suit their specific needs and requirements. Embedded insurance also enhances consumer outreach, reduces acquisition costs, and improves customer retention, making it a valuable strategy for insurance providers.
Embedded Insurance will help in insurance penetration in the smaller pockets
This kind of insurance can be a great way to help increase insurance penetration in the smaller towns and cities, where there is a huge insurance gap. People in the smaller cities' own cars and two wheelers. Around 12% of people in Meghalaya, around 8% people in Assam, close to 5% people in Madhya Pradesh own a car; if insurance companies can tap this percentage of consumers with embedded car insurance policies, the same segment of consumers can be further tapped for health insurance, life insurance, property insurance and more. This increases the chances for insurance companies to reach out to consumers, who are usually lesser aware about insurance, compared to the consumers in the top tier cities. Customers are more comfortable purchasing insurance through a familiar brand or service provider. As a result, even without a prior relationship with the insurer, they tend to show greater loyalty and stickiness.
When optimally utilized, embedded insurance can provide insurers with valuable data on consumer behavior and preferences. By leveraging analytics, AI, and other technologies, insurers can customize their offerings to meet the specific needs and behaviors of various consumer segments, including entrepreneurs, gig workers, government employees, private sector employees, and farmers. This tailored approach enables insurers to better assess risks and provide more relevant and effective insurance solutions.
How insurers can increase consumer base
Insurers need a robust policy administration system to swiftly create and launch new products. Current systems may lack the flexibility to incorporate product changes dynamically. However, partnering with IT vendors can help customize these systems, enabling a faster time to market. Embedded insurance requires simplified policies with fewer terms and conditions. A rating engine supported by minimal business rules can facilitate quick policy issuance. Utilizing a tech architecture with micro services-based APIs allows insurers to seamlessly integrate with partners' systems, ensuring efficient policy issuance and streamlined policy-related communication.
Most importantly, claims systems should be revamped to effectively manage embedded insurance claims. The adjudication process should be streamlined, minimizing complexities and approval requirements. Automating claims processing is beneficial for low-value embedded insurance claims. Lightweight platforms can handle claims intake, given that these claims generally demand minimal documentation. Furthermore, insurers may need to facilitate claims pay-outs in various currencies. Predictive analytics can help insurers make accurate claims forecasts and allocate the necessary reserves.
Future of embedded insurance
Embedded insurance is expected to play a significant role in changing the insurance penetration in India. With all the factors highlighted above, embedded insurance has immense potential to help increase consumer base, across the country. Companies need to devise innovative strategies to integrate this kind of insurance and use it to its full potential to safeguard consumers, as well as help them with more required insurance policies. It can play a vital role in helping India achieve its ‘Insurance for all by 2047’.
.jpg "Manish Kotian, President, Business Development (Affinity Business), Elephant.in")
Today, embedded insurance is integrated into various segments such as motor insurance, jewellery insurance, travel, healthcare, and other delivery-based apps, benefiting both insurance companies and consumers. For consumers, this type of insurance offers affordable solutions, with policies available at comparatively lower costs. For insurance companies, it provides a means to differentiate and attract new users. By collecting consumer data at the point of purchase, companies can later target customers with tailored insurance policies, which suit their specific needs and requirements. Embedded insurance also enhances consumer outreach, reduces acquisition costs, and improves customer retention, making it a valuable strategy for insurance providers.
Embedded Insurance will help in insurance penetration in the smaller pockets
This kind of insurance can be a great way to help increase insurance penetration in the smaller towns and cities, where there is a huge insurance gap. People in the smaller cities' own cars and two wheelers. Around 12% of people in Meghalaya, around 8% people in Assam, close to 5% people in Madhya Pradesh own a car; if insurance companies can tap this percentage of consumers with embedded car insurance policies, the same segment of consumers can be further tapped for health insurance, life insurance, property insurance and more. This increases the chances for insurance companies to reach out to consumers, who are usually lesser aware about insurance, compared to the consumers in the top tier cities. Customers are more comfortable purchasing insurance through a familiar brand or service provider. As a result, even without a prior relationship with the insurer, they tend to show greater loyalty and stickiness.
When optimally utilized, embedded insurance can provide insurers with valuable data on consumer behavior and preferences. By leveraging analytics, AI, and other technologies, insurers can customize their offerings to meet the specific needs and behaviors of various consumer segments, including entrepreneurs, gig workers, government employees, private sector employees, and farmers. This tailored approach enables insurers to better assess risks and provide more relevant and effective insurance solutions.
How insurers can increase consumer base
Insurers need a robust policy administration system to swiftly create and launch new products. Current systems may lack the flexibility to incorporate product changes dynamically. However, partnering with IT vendors can help customize these systems, enabling a faster time to market. Embedded insurance requires simplified policies with fewer terms and conditions. A rating engine supported by minimal business rules can facilitate quick policy issuance. Utilizing a tech architecture with micro services-based APIs allows insurers to seamlessly integrate with partners' systems, ensuring efficient policy issuance and streamlined policy-related communication.
Most importantly, claims systems should be revamped to effectively manage embedded insurance claims. The adjudication process should be streamlined, minimizing complexities and approval requirements. Automating claims processing is beneficial for low-value embedded insurance claims. Lightweight platforms can handle claims intake, given that these claims generally demand minimal documentation. Furthermore, insurers may need to facilitate claims pay-outs in various currencies. Predictive analytics can help insurers make accurate claims forecasts and allocate the necessary reserves.
Future of embedded insurance
Embedded insurance is expected to play a significant role in changing the insurance penetration in India. With all the factors highlighted above, embedded insurance has immense potential to help increase consumer base, across the country. Companies need to devise innovative strategies to integrate this kind of insurance and use it to its full potential to safeguard consumers, as well as help them with more required insurance policies. It can play a vital role in helping India achieve its ‘Insurance for all by 2047’.
