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Digital is Vital for Agents, Survey Shows

Independent insurance agents are convinced that digital technologies are vital to growing their businesses, but acting on that belief is slow, according to the Insurance Digital Transformation Survey...
August 24, 2016

Taking Survey

Independent insurance agents are convinced that digital technologies are vital to growing their businesses, but acting on that belief is slow, according to the Insurance Digital Transformation Survey. The just-released survey— designed to measure the industry’s current use of digital tools— is a project of Insurance Digital Revolution, an industry initiative organized by PIA, the ACORD User Groups Information Exchange (AUGIE) and the Agents Council for Technology (ACT) to drive adoption of digital technology.

Developing functions such as mobile apps and client portals should be a top priority for agencies, even if most say their consumers aren’t asking for them directly, said Mike Becker, executive vice president and CEO of PIA National, in an interview with PC360. “Although 91% of agents say their clients are not asking for a client portal and 92% say clients aren’t asking for a mobile app, that does not mean they don’t want them. Agents can’t assume that no news is good news. When it comes to customers’ digital requirements, that’s never true,” said Becker. The survey found that 23 percent of agents have a client portal and 21 percent have a mobile app.

Fully 60 percent of agents who responded to the Insurance Digital Transformation Survey told researchers their websites – the prime portal for consumer engagement – are “average to poor.” Only eight percent rated their sites as excellent.

The Insurance Digital Transformation Survey was conducted electronically among agents in the United States between March 8 and April 5, 2016. Overall, 4,304 agents, brokers, and Managing General Agents responded to the survey.

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