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 the Global Digital Small Business Insurance Survey, which surveyed over 2,100 small businesses (with up to 50 employees) across 14 countries. The goal was to understand the current and future digital insurance needs of small businesses and how insurers can better meet these demands.

The report highlights that small businesses are a critical part of the economy, representing 99% of all firms in OECD nations, and they are increasingly seeking digital insurance solutions. However, the insurance industry is not yet fully meeting this demand, creating both an opportunity and a challenge for insurers.

Main Findings

• Unmet demand for digital insurance services: Only 24% of small businesses purchased their most recent business insurance online, indicating a significant gap between current offerings and consumer expectations.

• Future digital preference: Among small businesses likely to switch providers in the next five years, 48% prefer to buy insurance online, and 65% are quite or very likely to do so in the future.

• Personal insurance behavior influences business insurance decisions: Personal insurance purchasing behavior is the strongest predictor of business insurance preferences. 70% of those who bought personal insurance online said they would prefer to buy business insurance online in the future.

• New businesses are more digital-savvy: The age of the business is a more important factor than the number of employees in determining the likelihood of online insurance purchase. Newer businesses are more likely to adopt digital channels and seek recommendations online.

• Small businesses want a fully digital experience: Small businesses desire a consistent and connected digital offering throughout the insurance lifecycle, from purchasing to claims management and policy amendments.

• Expert advice remains important: Despite a growing preference for digital, small businesses still value expert advice and support. They expect this to be available alongside digital tools, especially during the claims process.

• Interest in broader services: 53% of small businesses are interested in a 'one-stop digital shop' that includes services like accounting, legal, and banking, suggesting an opportunity for insurers to expand their offerings beyond traditional insurance.

• Need for tailored products: There is a perception that digital insurance offers generic products, and small businesses want more personalized solutions.

Key Business Implications

• Develop a clear digital strategy: Insurers must design a comprehensive digital offering that supports the entire customer journey, from research to claims and renewal.

• Enhance customer understanding: Insurers should invest in customer research, segmentation, and personas to better understand the needs and preferences of small businesses.

• Balance digital and human interaction: While digital channels are growing in importance, the presence of human advisors is still crucial for providing expert advice and support.

• Create a digital operating model: To deliver a fully digital experience, insurers need to develop end-to-end digital processes and a genuine digital operating model.

• Expand beyond insurance: Insurers have an opportunity to offer additional services such as legal cover, risk advice, and cyber protection, which can increase customer engagement and satisfaction.

• Adopt a test and learn approach: Rapid prototyping and customer testing are essential for developing and refining digital solutions that meet the needs of small businesses.

• Invest in technology and capabilities: Insurers should invest in enabling technologies and develop new underwriting and customer management capabilities to support digital transformation.

• Leverage Insurtech: Collaborating with Insurtech startups can provide new ideas and approaches to engage customers in the digital space.

Summary of Survey Insights

Conclusion

The insurance industry must adapt to the evolving expectations of small businesses. With the rise of digital channels and the increasing demand for personalized, connected services, insurers need to rethink their strategies, customer segmentation, and operating models. The future of small business insurance lies in a blend of digital innovation and expert support, and those who embrace this transformation will be best positioned to succeed.

Authors

• Pauline Adam-Kalfon – Director, PwC France
• Gero Matouschek – Partner, PwC Strategy& Germany
• Steven Gough – Director, PwC UK
• Emma Astley – Senior Manager, PwC UK
• Johanna Barth – Manager, PwC Strategy& Germany
• Victoria Newton – Senior Associate, PwC UK

Case Study: Direct Line for Business

Direct Line for Business (DL4B) aimed to become the first-choice direct insurer for micro SMEs. To achieve this, they focused on creating a customer-centric digital experience, offering tailored products and a seamless purchasing journey. DL4B successfully designed a platform that allowed SME owners to buy the right insurance quickly and efficiently, while still providing human support at key decision points.

Endnotes

• Data is based on primary research conducted by PwC Strategy&.
• The report highlights the importance of understanding the evolving needs of small businesses and adapting accordingly.