全球小型企业保险数位化调查_网络投保时代即将来临（英文版）_20页_2mb

Global Digital Small Business Insurance Survey Summary

Core Content

This report presents the findings of a global survey conducted by PwC Strategy& and PwC UK, involving over 2,100 small businesses (with up to 50 employees) across 14 countries. The survey explores the current and future preferences of small businesses regarding digital insurance services and how insurers can adapt to meet these evolving demands.

Main Findings

1. Unmet Demand for Digital Insurance Services

• Only 24% of small businesses purchased their most recent business insurance online.
• 48% of small businesses that expect to switch providers in the next five years prefer to buy online.
• 65% of small businesses say they are quite or very likely to buy business insurance online in the future.

2. Business Implications

• Insurers must develop a clear digital strategy to meet the growing demand for online insurance.
• Reducing the cost of acquisition and service for SMEs is an opportunity.
• Insurers should focus on understanding the individual buyer, not just segmenting by sector or size.

3. Personal Insurance Influences Business Insurance Choices

• Personal insurance purchasing behavior is the biggest predictor of future business insurance preferences.
• 70% of small business owners who bought personal insurance online said they would prefer to buy business insurance online in the future.
• This indicates a need for insurers to rethink customer segmentation models and align them with digital behaviors.

4. New Businesses Are Digital Natives

• The age of the business is a stronger indicator of digital preference than the number of employees or sector affiliation.
• Businesses less than a year old are 20% more likely to purchase insurance online than established ones.
• Newer businesses are more accustomed to seeking advice and recommendations online.

5. Small Businesses Want a Fully Digitized Experience

• Small businesses expect a connected digital offering across the entire customer journey.
• 36% want to purchase policies online, 36% to make claims, 55% to track claims, and 38% to amend policies online.
• A fully digitized service is necessary, requiring end-to-end digital processes and a genuine digital operating model.

6. Expert Advice Still Matters

• Despite the push for digital, expert advice remains a critical factor in the decision to buy insurance online.
• Next to price, expert advice is the second most important factor.
• Insurers should ensure that digital services do not compromise the availability of human support and expert guidance.

7. Small Businesses Are Seeking More Than Insurance

• 53% of small businesses prefer a "one-stop digital shop" for outsourced services such as accounting, legal, and banking.
• 45% would be willing to purchase legal cover, 26% would buy risk advice, and 47% would use sensors to reduce premiums.
• This suggests an opportunity for insurers to expand their offerings beyond traditional insurance products.

8. Case Study: Direct Line for Business

• DL4B aimed to be a direct insurer for micro SMEs but faced challenges such as product complexity and reliance on brokers.
• They launched a customer-focused digital experience within 11 months, enabling SMEs to purchase tailored products efficiently.
• The platform provided human contact where needed, supporting the decision-making process.

Key Recommendations for Insurers

• Know Your Customers: Use customer research, segmentation, and personas to understand needs and preferences.
• Define a Digital Strategy: Ensure the right skills and capabilities for digital channels, including online claim tracking and customer support.
• Adopt a Test and Learn Approach: Involve customer testing groups and build prototypes for new solutions.
• Evolve Existing Businesses: Adapt to the changing landscape by enabling digital capabilities and developing new underwriting approaches.
• Invest in Operating Models and Technology: Redefine the entire value chain to support digital transformation.
• Embrace Online Marketing and Advertising: Leverage digital platforms to reach customers effectively.
• Enhance Cyber Risk Offerings: Provide cyber insurance and prevention tools to meet the growing need for digital security.
• Partner with the Broader Ecosystem: Collaborate with online service providers to offer a comprehensive digital platform for small businesses.

Conclusion

The insurance industry must prepare for a new age of digitally enabled small businesses. As SMEs become more tech-savvy and demand seamless, connected digital services, insurers must adapt their strategies, operations, and customer engagement models accordingly. This shift presents both challenges and opportunities, especially for those willing to innovate and invest in digital transformation.

Key Contacts

About the Authors

• Dr. Gero Matouschek – Partner, PwC Strategy& Germany, leads digital strategies in Financial Services across EMEA.
• Steven Gough – Director, PwC UK, works on customer and digital transformation for insurance clients.
• Emma Astley – Senior Manager, PwC UK, focuses on customer and digital strategies for Financial Services.
• Johanna Barth – Manager, PwC Strategy& Germany, specialises in digital strategy and transformation.
• Victoria Newton – Senior Associate, PwC UK, advises on new insurance propositions and works with InsurTech accelerators.

Further Reading

For more free reports, visit 研报客 (Yanbaoke): www.yanbaoke.com