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Financial services

WORLD LIFE AND HEALTH INSURANCE REPORT 2022

La revolución del bienestar: cómo las aseguradoras están impulsando esu crecimiento con el bienestar del cliente

Las estrategias centradas en el bienestar pueden fortalecer las relaciones con los clientes y generar un nuevo crecimiento para las aseguradoras de seguros de vida y salud. Pero para aprovechar las oportunidades más rentables, las aseguradoras deben invertir, elaborar estrategias, prepararse e implementar cambios complejos, al mismo tiempo que compiten con una amplia gama de actores en el mercado.

La investigación de Capgemini muestra que solo el 8 % de las aseguradoras han establecido propuestas de valor centradas en el bienestar y han desarrollado las capacidades necesarias: este informe ofrece una hoja de ruta para brindar el bienestar como servicio en líneas personales y grupales.

El bienestar físico y financiero están interconectados, y los clientes consideran a las aseguradoras como proveedores preferidos de asesoramiento y servicios de bienestar tanto físico como financiero.

Un marco de bienestar como servicio puede ayudar a las aseguradoras a convertir las transacciones en relaciones centrándose en experiencias hiperpersonalizadas, mejores viajes digitales del cliente y soluciones de ecosistemas conectados.

Wellness-as-a-Service requerirá que las aseguradoras prioricen la transformación basada en tecnología y construyan arquitecturas tecnológicas modulares, basadas en datos y centradas en plataformas, mientras gestionan de manera proactiva los desafíos regulatorios y de privacidad.

Conclusiones clave

Highlight 1

Consumers consider insurers a viable option for promoting wellness

A majority of the 7,500 respondents to our Voice of the Customer Survey want to improve their physical (69%) and financial (67%) wellness. Consumers are ready to turn to insurers for their wellness needs, especially those with innovative value propositions that enrich customer relationships. Consumers rated insurers number one and two most preferred partners for physical and financial wellness, respectively.

By better understanding key customer segments, Insurers can deliver more relevant wellness initiatives

As part of our survey, we identified Fast Mover and Slow Starter personas based on consumers’ willingness to share data, participation in activities for physical health and financial wellness, and use of tracking devices and tools. Fast Movers are now the majority (59%), and they expect hyper-personalized wellness services (73%). Insurers should take notice and evolve their value propositions appropriately.

Wellness frontrunners are considerably ahead of the industry

Through our analysis, only 8% of insurers have established compelling Wellness-as-a-Service propositions and built the necessary capabilities: we call this small group Frontrunners. 29% of insurers are in the Advanced category, and 63% fall in the Mainstream category. Frontrunners’ industry-leading capabilities illustrate why partnerships with InsurTechs, AI and ML use, personalized nudges, and data integration are worthy targets.

The transformational journey to Wellness-as-a-Service will involve strategic, cultural, and technological change

Insurers seeking to bolster policyholder engagement and deliver growth need to rethink what they should offer, where they should invest, and how they should monetize their propositions. For individual lines, the focus will be on deeper customer engagement, customized nudges, continuous underwriting, and on promoting the tangible benefits of wellness over and above the peace of mind provided by core protections. For group lines, redesigning benefit packages and building the capabilities for easy group-to-individual hand-offs will be critical.

Related research and insights

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Executive roundtable participants

AMERICAS

Venkatesh Iyer
Chief Technology Officer
Aflac Insurance

Milos Vranesevic
Global Chief Marketing Officer
Sun Life

Naveen Agarwal
Chief Marketing Development Officer Global Head of Innovation Labs and Fintechs
Prudential Financial

Bernardo Castello
Chief Product Officer
Bradesco Seguros

Alan Katzman
Insurance Industry Principal
Pegasystems

EUROPE

Xavier Lestrade
Chief Executive Officer
AXA Global

Giulio Slavich
Global Head of Center of Competence Life and Health
Allianz

Heidi Delobelle
Chief Executive Officer
AG Insurance

Franck Desauty
Deputy Head of Digital Transformation
Crédit Agricole Assurances

Jules Constantinou
Life/Health Regional Manager
Gen Re UK/Ireland

Roberto Bergami
Head of Protection Marketing
BNP Paribas Cardiff

Peter Ohnemus
President and Chief Executive Officer
Dacadoo

APAC

Stephen Newton
Chief Information Officer
HSBC Insurance

Andrew YK Wong
Chief Health Officer
Prudential Corporation Asia

Emmanuel Mendoza
Chief Technology Officer
AIA Philippines

Mayank Bathwal
Chief Executive Officer
Aditya Birla Health Insurance

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