How personalization at scale can invigorate Asian insurers

Compared with industries such as consumer packaged goods, retail, media, and entertainment, insurance companies worldwide have relatively limited direct contact and engagement with their customers. Paying premiums and submitting claims is still the extent of most customers' interactions with companies after they purchase a policy. Insurers have improved and broadened their digital capabilities in engagement platforms, marketing programs, advisory tools for agents, and more. Our analysis of Asian insurers' current digital capabilities finds that most have moved past initial investments that enabled them to execute mass campaigns online. The majority have created large grouping segments or customer profiles based on demographics, life stages, or measures of customer value.