Almost all insurance carriers support an online experience for digital purchasing and binding, according to an analysis by Keynova Group. The Q2 2025 Online Insurance Scorecard evaluates the 12 largest auto and property insurance carriers' websites.
Beth Robertson, managing director at Keynova Group, shared written responses with Digital Insurance. End-to-end requires embedded information to ensure legal requirements are met for coverage and requires risk models to accommodate the evaluation of various factors, she said.
"It requires a focus on streamlining the entry of information, as well as what details are required, to limit user fatigue and entry errors," Robertson shared. "When carriers do not offer full end-to-end capabilities, they usually support some part of the process, or some other actions, digitally. Effective tactics employed in these other areas can be ported to new actions and tasks to enable end-to-end capabilities. Examining how competitors implement end-to-end actions can also highlight important areas on which to focus for new development initiatives."
Carriers have made improvements to the online claims experience over the past six months, according to the report.
Robertson said: "Digital claims are evolving in a variety of ways. One focus is to make digital claims accessible for a broadened array of policy types, another is the expansion of remote assessment and estimate tools – often using mobile devices and incorporating telematic options such as accident detection, and there is also the growing utilization of AI to evaluate damage, reimbursement, and event data."
AI adoption continues to increase among insurance industry professionals, with more than half expecting their organizations to execute at least a small-scale implementation within the next 12 to 18 months,
