Insurance Is Changing—Here's What Consumers Now Expect

Jan de Vries · 2026-09-18

Insurance has always been about being there when things go wrong. You pay your premium, something happens, you file a claim, and if it meets the criteria, you get a payout. It's a straightforward deal. But it's also completely reactive. And honestly? That model is starting to feel outdated. Technology has changed what we expect from every service we use. We want things fast, simple, and tailored to us. Insurance is no exception. The industry is waking up to a new reality: customers don't just want coverage—they want help avoiding the very incidents they're insured against. ### From Payouts to Prevention For decades, insurers had little incentive to stop bad things from happening. Why would they? Their business was built on compensating you after the fact. But that's shifting. With behavioural data, AI, and smartphones in everyone's pocket, insurers can now engage with customers long before a claim ever happens. Think about pet insurance. Instead of generic emails, your insurer could send you preventative-care tips based on your dog's breed or age. Or remind you when it's time for a routine check-up. That's not just nice—it's valuable. And it keeps you engaged with your policy, not just when you need to file a claim. > "The fundamental shift is towards an insurance experience that offers value beyond the moment a customer needs to make a claim." This isn't about insurers becoming healthcare providers or safety experts. It's about using existing technology to make insurance more useful throughout the life of a policy. The tools are already here. The question is whether the industry will actually use them. ### Why Consumers Are Raising the Bar We don't compare our insurance experience just to other insurers. We compare it to everything. Streaming services, online banking, ride-hailing—they've all set a new standard for speed, simplicity, and personalisation. When you can order a ride in seconds or transfer money with a tap, waiting days for a claim response feels ancient. According to Deloitte's 2026 global insurance outlook, customer expectations are evolving faster than ever, redefining what value, convenience, and trust mean in insurance. Digital convenience alone isn't enough. People want services that understand their circumstances and communicate proactively. They want to feel like their insurer is on their side, not just waiting for something to go wrong. - Instant responses and straightforward processes - Proactive communication and personalised advice - Incentives for lower-risk behaviours - Empathy and education, not just compensation ### The Opportunity for Insurers This shift isn't just good for customers—it's good for insurers too. By helping people avoid costly or distressing events, insurers can reduce avoidable claims and better understand the risks they're covering. It's a win-win. But it requires a change in mindset. Insurers need to see themselves as partners in risk management, not just payers of claims. That means investing in technology, yes, but also in empathy. It means using data to educate, not just to assess. And it means engaging with customers continuously, not just when they file a claim. The technology exists. The demand is there. The only question left is: will the insurance industry embrace this new role? The ones that do will likely find themselves with more loyal customers, fewer claims, and a stronger bottom line. The ones that don't might find themselves left behind. Insurance is evolving. And for the first time in a long time, that's something to get excited about.