Insurance innovation: an oxymoron stuck in 3rd!
Saturday, 14 May, 2011 2 Comments
The transition from 1 to 3 was relatively straightforward because greater operational efficiencies and product commoditisation enabled insurers – and brokers whose aspirations matched theirs – to sell more by reducing pricing and increasing commissions.
But a “high growth” strategy is an all-or-nothing commitment that, eventually, has to take its toll upon the products and services provided. When GWP and ROI become the focus they do so, inevitably, at the expense of customer:
peace of mind; service; satisfaction; trust and (with them) reputational damage for the industry
So, as retention rates declined, an industry that, since its earliest days, thrived upon trust, loyalty and stability chose to spend increasing amounts on marketing and sales that promote – even reward – disloyalty and volatility!
Thankfully not all insurers are the same but, isn’t it ironic and worrying that, an industry whose historic profitability has been reliant upon the mitigation of insured risk, is now a major potential source of systemic financial risk.
Insurers and much of the broker channel have become dependent upon the revenue from selling protection when they SHOULD be promoting loss prevention and rewarding profitability.
The following extract is from my recent article: Feed the beast but ignore the elephant
Never waste a good crisis…it may be the ideal “smokescreen” for change!
It may appear to be something akin to a Turkey looking forward to Christmas but many UK insurers, major brokers and their investors NEED another major catastrophe to help them secure the pay-off from the high leverage (debt-driven), high growth (premium over underwriting profit) strategies that they have pursued in recent years…
GIVE A MAN A FISH - SELLING RISK PROTECTION: According to their, surprisingly naive, view of probability they determined that, with improved efficiency and product commoditisation, came greater spread/diversification of risk and the ability to market based upon reduced pricing. But it is a transactional and short-sighted, approach that has turned insurance from a grudge purchase into a wholly unsatisfactory experience from start to finish.
Overcharge the customer to overpay the salesmen for volume business.
TEACH A MAN HOW TO FISH - PROMOTING RESILIENCE THROUGH RISK PREVENTION: IF insurance is about achieving a profit from underwriting business with the best risk profile, surely a “strategy” would focus upon educating and rewarding those businesses that demonstrated a proactive approach to risk management, an improving risk profile and fewer claims?
The UK insurance industry has been criticised by Regulators, customers, industry and on behalf of institutional investors but, whilst all the rhetoric has been about change and professionalism, there isn’t much evidence of any meaningful improvement…here’s why:
Financial Services Growth Model: Goal – Secure market-share so as to (1) benefit in a rising market (2) “close out” smaller competitors in flat/stable market: Overpay brokers to accelerate delivery and so they focus on sales at the expense of service (leads to customer dissatisfaction and churning); sell on price leads to downward spiral, de-skilling of staff; little scope for underwriting profit without compromising cover, service, training, investment, reputation (increase customer/staff dissatisfaction) – pacify shareholders with short term results); more protracted, disputed,repudiated claims (more dissatisfaction); less time and staff to deal with claims, requires outsourcing or similar means to curtail costs secure referral fees to “massage” spiralling claims costs as a result of failure to engage independent loss adjusters preferring “approved repairer” network approach – determined by lowest hourly rate (failure to manage claim process leads to spiralling claims costs and dissatisfaction) ALL “BAD” EXCEPT THAT IT CREATES AN UPWARD PREMIUM SPIRAL [see (1) above] AND FURTILE ENVIRONMENT TO PERPETUATE WHAT EXEC’S ARE FAMILIAR WITH…BECAUSE IT IS THEIR MASTERY OF WHAT HAS BEEN CREATED THAT GIVES THEM THEIR POSITION AND WEALTH!