CX trends set to transform the insurance industry in 2024 and 2025

In the past, insurance companies used to focus on products instead of customers. Getting insurance or making a claim was a long and impersonal process, where customers often felt like just another number.

Then, things started to change with the internet and smartphones. Insurance companies began to see the importance of focusing on customer needs and service experience. This was because technology started to give customers more options and control, and they started to expect better and faster service.

Slowly, insurance companies have learned to become creative with technology to improve customer service. This has led to easier ways to get insurance quotes and make claims, like using websites, apps, and chatbots. The aim was to make the whole process quick and more personal.

The shift from a products-biased approach to a customer-biased approach shows how much the insurance industry has changed and continues to evolve. Now, with the rise of big data and AI, insurance companies are able to create even more personalised experiences. A recent survey revealed that 70% of insurance consumers expect more seamless digital experiences across platforms. Clunky websites and apps will no longer suffice!

In 2024, the insurance industry faces a dual challenge: meeting the digital-first demands of modern consumers while overcoming challenges from an increasingly regulated and competitive market. Despite these hurdles, there are huge opportunities for insurers willing to adapt to the change and leverage technology to improve CX.

Let’s look at current challenges and opportunities for insurers to improve customer experiences.

Trend 1: Hyper-Personalisation

Nearly 89% of companies see an increase in profit when offering personalised services. Hyper-personalisation is a marketing strategy that leverages artificial intelligence (AI) and real-time data to tailor products, services, or content to each customer’s unique preferences and needs, offering unprecedented detail and customisation. Insurance companies are using this approach to meet evolving trends, for example, insurance tailored to the gig economy or bespoke car insurance policies based on your typical journey. This is leading to improved customer satisfaction and retention.

Trend 2: Digital Transformation and Automation

The integration of AI, machine learning, and automation is modernising customer interactions in insurance. From chatbots that provide instant customer support to automated claims processing systems that streamline operations, technology is at the forefront of transforming CX. These innovations offer significant benefits, including enhanced efficiency, reduced costs, and a more personalised customer experience.

AND UK harnessed Cirrus’ contact centre platform to automate what once was manual with Conversational Artificial Intelligence (CAI), saving costs equivalent to 5-6 full-time agents, reducing customer wait times from 5-10 minutes to under 2 minutes, and lowering call handling times by ten minutes while boosting overall efficiency.

Trend 3: Omni-channel Customer Support

The adoption of omni-channel strategies has become critical in delivering a seamless customer experience. Insurers are integrating various communication platforms, such as traditional call centres, social media, and mobile apps, to provide consistent and convenient support. When implemented successfully, omni-channel support helps companies achieve high customer engagement and satisfaction.

Jason Roos, CEO & Founder of the contact centre as a service provider, Cirrus, highlights the significance of omni-channel strategies:

“With digital proliferation, customers expect to interact with insurers across multiple platforms without friction. 247 omni-channel support is not just a trend but necessary for building lasting customer relationships. With omnipresent AI, businesses can reach new heights in managing customer interactions, ensuring swift and personalised communication.”

Trend 4: Data Security and Privacy in CX

As digital interactions increase, so does the importance of data security and privacy. Customers expect their personal and financial information to be protected. This makes data security a critical component of CX. New regulations are prompting insurers to adopt more robust data protection measures to balance the need for personalised services with privacy concerns.

Trend 5: Sustainable and Ethical Practices

Consumer demand for sustainability and ethical responsibility is influencing every industry, including insurance. Customers are increasingly loyal to brands that demonstrate a commitment to environmental and social issues. Naturesave put 10% of the premium you pay going towards environmental projects and discounts for energy efficiency. Insurance companies adopting sustainable and ethical practices are not only contributing to a better world but are also seeing a positive impact on customer loyalty and brand perception.

Trend 6: Enhanced Mobile Experience

The role of mobile platforms in customer engagement continues to grow, with innovations in mobile apps and services catering specifically to the insurance sector. These advancements are improving accessibility and convenience for customers, allowing them to manage policies, file claims, and access support directly from their mobile devices.

Challenges and Considerations

While the trends highlighted offer great potential for transforming CX in the insurance industry, there are also present challenges. Issues such as data privacy, the digital divide, and the need for significant investment in technology and training can hinder progress. However, by adopting a strategic approach and focusing on long-term customer relationships, insurers will find a way to overcome these challenges, which can only be a positive for consumers.


There are a number of trends set to transform the insurance industry in 2024. This reflects a broader shift towards a more personalised, efficient, and customer-centric approach. Insurers need to be open to digital transformation and prioritise data security while committing to sustainable practices to meet the dynamic expectations of their customers and secure a competitive edge in the market. The future of the insurance industry definitely looks promising when focused on innovation and growth through the lens of rich customer experiences.

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