Online insurer triggers market shift

Insurance company

Breakthrough: In 2008, a well-known insurance company introduced one of the first online insurers in the market. This was a breakthrough because it meant that the insurance company started doing business directly with customers. Prior to that, the company only sold insurance indirectly through intermediaries. The key factors were agility and speed, enabling clear and difficult choices to be made. Speed was particularly important to be the first to introduce the market and become a leader.

Impact: The arrival of this and other online insurers significantly changed the market for property insurance. The market became more transparent, premiums decreased, but margins also decreased. The fact that the parent company was a pioneer in online insurance helped it maintain its position as a major player. The online insurer has also successfully entered the health insurance market, resulting in a more than 50% increase in the total number of health insurance policyholders for the parent company in the year of its introduction.

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