Insurance carriers are using mobile apps and websites to enhance user engagement by building up claims capabilities, offering virtual assistant options and integrating telematics.
Keynova Group, a financial services intelligence firm specializing in benchmark insights, released its
“Mobile delivery is continuing to become more important to insurance firms: among the 12 leading firms reviewed in the Scorecard, eight introduced a significant number of new enhancements to their mobile web and/or mobile apps between Q3 2021 and Q1 2022,” Beth Robertson, Keynova Group managing director, said in an emailed response.
The report analyzes user capabilities and customer experience to identify trends that are driving mobile and app strategy. Scoring is based on an evaluation of approximately 200 objective criteria.
“Firms are also more thoughtfully approaching how to personalize the mobile experience (identify the user on a return visit, store and promote users preferences, offer UI customization, enable photo upload, etc.); how to make tasks easier for prospects and policyholders (integrating elements like GPS, autocomplete, and scan into tasks); and how to build in capabilities that will generate return visits and recurring usage (elements like usage-based telematics, gas locators, or vehicle maintenance tools,” says Robertson.
Additional findings to note:
- Half of the carriers include gas or parking locations and vehicle maintenance tools in-app.
- A quarter of the carriers support digital payments like Zelle or PayPal for claims disbursements.
- All 12 carriers provide locator tools in mobile web and app.
- Half of the carriers use a virtual assistant chatbot in-app and 83% offer an option on their websites. About half of insurers link consumers to a live agent after two failed virtual assistant experiences.
- Liberty Mutual integrated telematics into its app with its usage-based tool Right Track. GEICO and Liberty Mutual are the only carriers to integrate telematics into their primary app.
