Insurance has spent decades digitizing experiences in pursuit of "frictionless." But most insurance journeys—getting a quote, filing a claim, comparing coverage, or contacting support—are still full of friction. That friction doesn't just slow users down: it erodes confidence, drives drop-off, and pushes customers and employees to look elsewhere.
This report explores why friction persists in insurance, how it compounds in complex ecosystems, and human-centered design solutions that can make experiences feel more coherent, supportive, and easier to use.