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Innovation in Insurance - US - April 2014

“Innovation isn’t just about products and their benefits to the consumer, it is about the total customer experience, whether they are buying insurance online or face to face. In order to achieve that, insurers need to look at things in a different way than they traditionally have, perhaps looking outside the industry for inspiration.”

– Susan Menke, Senior Financial Services Analyst

Some questions answered in this report include:

  • Is the industry ripe for disruption?
  • What will be the impact of the ACA?
  • Why is interest in UBI low?
  • How can companies improve the take rate for mobile apps?
  • How can employers increase participation in wellness programs?
This report focuses on recent innovative developments across the insurance industry, as well as those likely to occur in the near future. For instance, in auto insurance, telematics and other types of devices are gaining somewhat wider acceptance with consumers. Wellness programs are another focus, as the implementation of the ACA (Affordable Care Act) will encourage continuing innovation in this area as well as across the entire spectrum of medical care and health insurance. As a majority of Americans now own smartphones and/or tablets, the market for insurance apps continues to build.
 
They can now be used not only for quick quotes but also as tools to learn more about product offerings, to make the auto insurance claims process more efficient, or to determine what the most healthful foods are when grocery shopping. In summary, the insurance business is evolving into a place that is becoming more engaged with consumers and looking for ways to best meet their needs. They are doing this by showcasing new products and features to keep the brands fresh, relevant and meaningful for consumers’ lives. A number of new and innovative marketing channels are also being employed to get these messages out.
 
Questions addressed in the report include:
  • What are some of the primary focuses for innovation in the insurance industry? 
  • How are companies conveying information about innovations in their messaging? 
  • What do consumers think about some of the various devices and programs that are available to them?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Consumer survey data
            • Direct marketing creative
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                    • Companies mentioned in this report:
                    • Executive Summary

                        • The market
                          • Figure 1: Top insurers for P&C, life/supplemental, health and annuities, 2013
                        • Innovation in the marketplace
                          • Health insurance
                            • Life insurance
                              • P&C insurance
                                • The consumer
                                  • Insurance mobile app downloads are increasing but numbers are still low
                                    • Figure 2: Insurance mobile app downloads, by type of insurance carried, February 2014 and June 2012 
                                    • Figure 3: Demographic groups with highest incidence of auto insurance mobile app downloads, February 2014
                                    • Figure 4: Demographic groups with highest incidence of health insurance mobile app downloads, February 2014 
                                  • Telematics and automobile safety devices
                                    • Figure 5: Telematics and safety devices – currently have, June 2012 and February 2014 
                                    • Figure 6: Telematics and safety devices – don’t currently have, but interested in having, February 2014 
                                  • Willingness to purchase insurance from alternative channels and current provider
                                    • Figure 7: Attitudes toward buying insurance from existing carrier or alternative type of vendor, by gender and age, February 2014
                                  • Wellness programs
                                    • Figure 8: Participation in employer wellness programs, overall, February 2014
                                    • Figure 9: Participation in employer wellness programs, by gender, February 2014
                                  • What we think
                                  • Issues and Insights

                                      • Is the industry ripe for disruption?
                                        • Issues
                                          • Implications
                                            • What will be the impact of the ACA?
                                              • Issues
                                                • Implications
                                                  • Why is interest in UBI low?
                                                    • Issues
                                                      • Implications
                                                        • How can companies improve the take rate for mobile apps?
                                                          • Issues
                                                            • Implications
                                                              • How can employers increase participation in wellness programs?
                                                                • Issues
                                                                  • Implications
                                                                  • Trend Applications

                                                                      • Trend: Switch Off
                                                                        • Trend: Man in the Mirror
                                                                          • Futures trend: Access Anything Anywhere
                                                                          • Market Size

                                                                            • Key points
                                                                              • Net written premium now exceeds pre-recession levels
                                                                                • Figure 10: Net written premium, property & casualty and life/health insurance, 2001-12
                                                                            • Leading Companies

                                                                              • Key points
                                                                                • Property & casualty insurance
                                                                                    • Figure 11: Leading property & casualty insurance companies, by revenues and profits, 2011 and 2012
                                                                                  • Life insurance
                                                                                      • Figure 12: Leading life insurance companies, by revenues, 2011 and 2012
                                                                                    • Health insurers
                                                                                        • Figure 13: Top 20 US health insurers, by market share, 2013
                                                                                        • Figure 14: Leading publicly traded health care insurance companies, by revenues, 2011 and 2012
                                                                                        • Figure 15: Top 20 leading annuity providers, 2013
                                                                                        • Figure 16: Share of consumers using each major insurance provider, by insurance type, February 2014
                                                                                        • Figure 17: Share of consumers using each major insurance provider, by insurance type, February 2014 (continued)
                                                                                    • Competitive Context – Alternative Providers and Regulation

                                                                                      • Key points
                                                                                        • Competitive innovators
                                                                                          • Non-traditional players are entering insurance and related markets
                                                                                            • Oscar
                                                                                              • Google Advisor
                                                                                                • Coverpath
                                                                                                  • Coles Supermarket
                                                                                                    • Innovative healthcare models that could impact health insurers
                                                                                                      • Atlas MD
                                                                                                        • Sherpaa
                                                                                                          • Start-ups in academic medical institutions
                                                                                                            • Changes in the regulatory environment
                                                                                                            • Innovations and the ACA

                                                                                                              • Key points
                                                                                                                • Overview of the ACA
                                                                                                                  • ACA driven opportunities for innovation
                                                                                                                    • Accountable care organizations (ACOs)
                                                                                                                      • Value based insurance
                                                                                                                        • Online insurance marketplaces
                                                                                                                          • Wellness programs
                                                                                                                            • Guaranteed issue
                                                                                                                              • Essential health benefits
                                                                                                                                • Strategic health information technology
                                                                                                                                  • Employer education
                                                                                                                                    • Medicaid expansion
                                                                                                                                      • Patient Centered Outcomes Research Institute
                                                                                                                                      • Innovation and Innovators – Other Health & Wellness Initiatives

                                                                                                                                        • Key points
                                                                                                                                          • Major innovation trends
                                                                                                                                            • Partnerships and mergers
                                                                                                                                              • Digital health
                                                                                                                                                • Telehealth
                                                                                                                                                  • Wellness programs
                                                                                                                                                    • Financial wellness
                                                                                                                                                      • Wellness travel
                                                                                                                                                      • Innovation and Innovators – Analytics

                                                                                                                                                        • Key points
                                                                                                                                                          • Insurers easily adopting data analytics
                                                                                                                                                            • Predictive analytics – industry leaders
                                                                                                                                                              • The future of analytics
                                                                                                                                                              • Innovation and Innovators – Technology

                                                                                                                                                                • Key points
                                                                                                                                                                  • Telematics
                                                                                                                                                                      • Figure 18: PAYD and PHYD product offerings, November 2013
                                                                                                                                                                    • Applications of smart mapping and drone technology
                                                                                                                                                                      • Sensors and wearable technology
                                                                                                                                                                        •  Mobile apps and mobile technology
                                                                                                                                                                        • Innovation and Innovators – Life Insurance and Annuity Products

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Innovations in customer experience
                                                                                                                                                                              • New product trends
                                                                                                                                                                              • Innovation and Innovators – Mobile Apps

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Select insurance Apps
                                                                                                                                                                                    • Liberty Mutual Home Gallery app
                                                                                                                                                                                      • GEICO app
                                                                                                                                                                                        • Progressive’s art collection app
                                                                                                                                                                                          • MetLife Infinity App
                                                                                                                                                                                            • State Farm MoveTools
                                                                                                                                                                                              • Allstate GoodRide and Digital Locker
                                                                                                                                                                                                • Allstate Mobile and QuickFoto Claim
                                                                                                                                                                                                  • AIG’s CyberEdge Mobile App
                                                                                                                                                                                                    • USAA
                                                                                                                                                                                                      • Snapsheet
                                                                                                                                                                                                        • IENetwork
                                                                                                                                                                                                          • Insurance Forums
                                                                                                                                                                                                            • Defend Your Income
                                                                                                                                                                                                              • UnitedHealthcare Latino Health Solutions
                                                                                                                                                                                                              • Marketing Strategies

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • ACA – related advertising
                                                                                                                                                                                                                    • Figure 19: Percentage of ACA – related mailings to Nielsen segmentation groups, by insurer, 2013
                                                                                                                                                                                                                  • ACA – primary mailers
                                                                                                                                                                                                                    • Figure 20: Anthem Blue Cross Blue Shield direct mail ad, October 2013
                                                                                                                                                                                                                    • Figure 21: Blue Cross Blue Shield of Louisiana direct mail ad, October 2013
                                                                                                                                                                                                                    • Figure 22: BCBS of North Carolina direct mail ad, November 2013
                                                                                                                                                                                                                    • Figure 23: Cigna email ad, December 2013
                                                                                                                                                                                                                    • Figure 24: AARP mobile ad and landing page, July 2013
                                                                                                                                                                                                                  • Life insurance
                                                                                                                                                                                                                    • Figure 25: Prudential PruLife Universal producer print ad, September 2013
                                                                                                                                                                                                                  • Property and casualty insurance
                                                                                                                                                                                                                    • Figure 26: State Farm renters insurance ad, January 2014
                                                                                                                                                                                                                    • Figure 27: State farm auto insurance direct mail ad, October 2013
                                                                                                                                                                                                                    • Figure 28: USAA Homecircle email ad, January 2014
                                                                                                                                                                                                                    • Figure 29: Progressive email ad, December 2013
                                                                                                                                                                                                                    • Figure 30: Nationwide auto insurance email ad, August 2013
                                                                                                                                                                                                                    • Figure 31: Travelers auto insurance online ad, June 2013
                                                                                                                                                                                                                  • Roadside assistance
                                                                                                                                                                                                                    • Figure 32: Allstate Good Hands Roadside Assistance direct mail ad, December 2013
                                                                                                                                                                                                                    • Figure 33: Allstate Good Hands roadside assistance statement insert, march 2013
                                                                                                                                                                                                                    • Figure 34: Allstate Good Hands roadside mobile app email ad, July 2013
                                                                                                                                                                                                                  • P&C – Social media
                                                                                                                                                                                                                    • Figure 35: Total mentions at top social media sites for select property and casualty insurance brands, January 2013
                                                                                                                                                                                                                  • QR codes
                                                                                                                                                                                                                      • Figure 36: Chase branded QR code, September 2012
                                                                                                                                                                                                                      • Figure 37: Allstate direct mail ad with QR code and landing page, September 2012
                                                                                                                                                                                                                      • Figure 38: Anthem direct mail ad with QR code on envelope, June 2012
                                                                                                                                                                                                                      • Figure 39: UnitedHealth Group recruitment ad with QR code, February 2013
                                                                                                                                                                                                                    • Teen safe driving programs
                                                                                                                                                                                                                      • Figure 40: Allstate teenSMART program direct mail ad, March 2014
                                                                                                                                                                                                                      • Figure 41: Esurance DriveSafe email ad, January 2014
                                                                                                                                                                                                                      • Figure 42: American Family Teen Safe Driver Program direct mail ad, January 2014
                                                                                                                                                                                                                      • Figure 43: State Farm Discount Double Check direct mail ad, February 2014
                                                                                                                                                                                                                      • Figure 44: USAA Safe Driver Contract direct mail ad, November 2013
                                                                                                                                                                                                                  • Consumers and Mobile App Downloads

                                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                                      • App ownership is increasing
                                                                                                                                                                                                                          • Figure 45: Insurance mobile app downloads, all respondents by type of insurance carried, February 2014 and June 2012
                                                                                                                                                                                                                          • Figure 46: Insurance mobile app downloads, by gender, February 2014
                                                                                                                                                                                                                          • Figure 47: Insurance mobile app downloads, by age, February 2014
                                                                                                                                                                                                                          • Figure 48: Insurance mobile app downloads, by gender and age, February 2014
                                                                                                                                                                                                                          • Figure 49: Insurance mobile app downloads, by household income, February 2014
                                                                                                                                                                                                                          • Figure 50: Insurance mobile app downloads, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                          • Figure 51: Insurance mobile app downloads, by Hispanic origin and household income, February 2014
                                                                                                                                                                                                                          • Figure 52: Insurance mobile app downloads, by Hispanic origin and age, February 2014
                                                                                                                                                                                                                          • Figure 53: Insurance mobile app downloads, by presence of children in household, February 2014
                                                                                                                                                                                                                          • Figure 54: Insurance mobile app downloads, by area, February 2014
                                                                                                                                                                                                                        • Online activity and downloads
                                                                                                                                                                                                                          • Figure 55: Insurance mobile app downloads, by device ownership, February 2014
                                                                                                                                                                                                                          • Figure 56: Insurance mobile app downloads, by visits websites at least once per week, February 2014
                                                                                                                                                                                                                          • Figure 57: Insurance mobile app downloads, by visits websites at least once per week, February 2014 (continued)
                                                                                                                                                                                                                          • Figure 58: Insurance mobile app downloads, by visits websites at least once per week, February 2014 (continued)
                                                                                                                                                                                                                          • Figure 59: Insurance mobile app downloads, by visits social media websites at least once per week, February 2014
                                                                                                                                                                                                                          • Figure 60: Insurance mobile app downloads, by visits social media websites at least once per week, February 2014 (continued)
                                                                                                                                                                                                                        • Summary – groups with highest incidence of app downloads for auto and health insurance
                                                                                                                                                                                                                          • Auto insurance
                                                                                                                                                                                                                            • Figure 61: Incidence of auto insurance mobile app downloads, by key demographics and other types of online activity, February 2014
                                                                                                                                                                                                                          • Health insurance
                                                                                                                                                                                                                            • Figure 62: Incidence of health insurance mobile app downloads, by key demographics and other types of online activity, February 2014
                                                                                                                                                                                                                          • Auto insurance app downloads by insurance provider
                                                                                                                                                                                                                            • Figure 63: Insurance mobile app downloads, by insurance provider – auto insurance, February 2014
                                                                                                                                                                                                                        • Safety and Telematics Devices for Automobiles

                                                                                                                                                                                                                          • Key points
                                                                                                                                                                                                                            • Increasing usage of automobile safety devices
                                                                                                                                                                                                                              • Figure 64: Ownership of safety devices for cars, June 2012 and February 2014
                                                                                                                                                                                                                              • Figure 65: Ownership or interest in safety devices for cars, overall, February 2014
                                                                                                                                                                                                                            • Current ownership of select car based safety and telematics devices
                                                                                                                                                                                                                              • Figure 66: Telematics and safety devices – currently have, by gender and age, February 2014
                                                                                                                                                                                                                              • Figure 67: Telematics and safety devices – currently have, by household income, February 2014
                                                                                                                                                                                                                              • Figure 68: Telematics and safety devices – currently have, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                              • Figure 69: Telematics and safety devices – currently have, by Hispanic origin and household income, February 2014
                                                                                                                                                                                                                              • Figure 70: Telematics and safety devices – currently have, by Hispanic origin and age, February 2014
                                                                                                                                                                                                                              • Figure 71: Telematics and safety devices – currently have, by presence of children in household, February 2014
                                                                                                                                                                                                                              • Figure 72: Telematics and safety devices – currently have, by visits to key social media websites at least once per week, February 2014
                                                                                                                                                                                                                              • Figure 73: Telematics and safety devices – currently have, by smartphone and tablet ownership, February 2014
                                                                                                                                                                                                                            • Interest in safety and telematics devices
                                                                                                                                                                                                                              • Figure 74: Telematics and safety devices – don’t currently have, but interested in having, by gender and age, February 2014
                                                                                                                                                                                                                              • Figure 75: Telematics and safety devices and safety devices – don’t currently have, but interested in having, by household income, February 2014
                                                                                                                                                                                                                              • Figure 76: Telematics and safety devices – don’t currently have, but interested in having, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                              • Figure 77: Telematics and safety devices – don’t currently have, but interested in having, by Hispanic origin and age, February 2014
                                                                                                                                                                                                                              • Figure 78: Telematics and safety devices – don’t currently have, but interested in having, by visits to key social media websites at least once per week, February 2014
                                                                                                                                                                                                                              • Figure 79: Telematics and safety devices – don’t currently have, but interested in having, by presence of children in household, February 2014
                                                                                                                                                                                                                              • Figure 80: Telematics and safety devices – don’t currently have, but interested in having, by smartphone and tablet ownership, February 2014
                                                                                                                                                                                                                          • Wellness Program Participation

                                                                                                                                                                                                                            • Key points
                                                                                                                                                                                                                              • Access to and participation in wellness programs
                                                                                                                                                                                                                                • Figure 81: Access to and participation in employer wellness programs, overall, February 2014
                                                                                                                                                                                                                                • Figure 82: Participation rate – employer wellness programs, by type of program, February 2014
                                                                                                                                                                                                                                • Figure 83: Participation in employer wellness programs, by type of program, by gender, February 2014
                                                                                                                                                                                                                                • Figure 84: Participation in employer wellness programs, by type of program, by age, February 2014
                                                                                                                                                                                                                                • Figure 85: Participation in employer wellness programs, by type of program, by gender and age, February 2014
                                                                                                                                                                                                                                • Figure 86: Participation in employer wellness programs, by type of program, by household income, February 2014
                                                                                                                                                                                                                                • Figure 87: Participation in employer wellness programs, by type of program, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                • Figure 88: Participation in employer wellness programs, by type of program, by marital/relationship status, February 2014
                                                                                                                                                                                                                                • Figure 89: Participation in employer wellness programs, by type of program, by employment, February 2014
                                                                                                                                                                                                                                • Figure 90: Participation in employer wellness programs, by visits social media websites at least once per week, February 2014
                                                                                                                                                                                                                            • Alternative Providers, Communications, and Discounts

                                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                                • One in five would buy life insurance from a bank or retailer
                                                                                                                                                                                                                                  • Figure 91: Attitudes toward insurance and carrier communications, by gender, February 2014
                                                                                                                                                                                                                                  • Figure 92: Attitudes toward insurance and carrier communications, by age, February 2014
                                                                                                                                                                                                                                  • Figure 93: Attitudes toward insurance and carrier communications, by gender and age, February 2014
                                                                                                                                                                                                                                  • Figure 94: Attitudes toward insurance and carrier communications, by household income, February 2014
                                                                                                                                                                                                                                  • Figure 95: Attitudes toward insurance and carrier communications, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                              • The Purchase Process and Claims Service

                                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                                  • Excellent claims service is important
                                                                                                                                                                                                                                    • Figure 96: Attitudes toward purchasing insurance, February 2014
                                                                                                                                                                                                                                    • Figure 97: Attitudes toward purchasing insurance, by age, February 2014
                                                                                                                                                                                                                                    • Figure 98: Attitudes toward purchasing insurance, by household income, February 2014
                                                                                                                                                                                                                                • Attitudes toward Payment Channels

                                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                                    • Paperless billing and automatic payments
                                                                                                                                                                                                                                      • Figure 99: Attitudes toward insurance payment methods, by gender, February 2014
                                                                                                                                                                                                                                      • Figure 100: Attitudes toward insurance payment methods, by age, February 2014
                                                                                                                                                                                                                                      • Figure 101: Attitudes toward insurance payment methods, by household income, February 2014
                                                                                                                                                                                                                                  • Other Useful Consumer Tables – Wellness Program – Did Not Participate

                                                                                                                                                                                                                                      • Figure 102: Participation in employer wellness programs, by type of program – offered by employer, but did not participate in the last year, by gender, February 2014
                                                                                                                                                                                                                                      • Figure 103: Participation in employer wellness programs, by type of program – offered by employer, but did not participate in the last year, by age, February 2014
                                                                                                                                                                                                                                      • Figure 104: Participation in employer wellness programs, by type of program Access to and participation in employer wellness programs – offered by employer, but did not participate in the last year, by gender and age, February 2014
                                                                                                                                                                                                                                      • Figure 105: Participation in employer wellness programs, by type of program Access to and participation in employer wellness programs – offered by employer, but did not participate in the last year, by household income, February 2014
                                                                                                                                                                                                                                      • Figure 106: Participation in employer wellness programs, by type of program Access to and participation in employer wellness programs – offered by employer, but did not participate in the last year, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                      • Figure 107: Participation in employer wellness programs, by type of program – offered by employer, but did not participate in the last year, by visits to key social media websites at least once per week, February 2014
                                                                                                                                                                                                                                      • Figure 108: Participation in employer wellness programs, by type of program – offered by employer, but did not participate in the last year, by geographic area, February 2014
                                                                                                                                                                                                                                      • Figure 109: Participation in employer wellness programs, by type of program Access to and participation in employer wellness programs – offered by employer, but did not participate in the last year, by Hispanic origin and age, February 2014
                                                                                                                                                                                                                                  • Other Useful Consumer Tables – Alternative Providers, Communications and Discounts

                                                                                                                                                                                                                                      • Figure 110: Attitudes toward insurance and carrier communications, by generations, February 2014
                                                                                                                                                                                                                                      • Figure 111: Attitudes toward insurance and carrier communications, by visits to key social media websites at least once per week, February 2014
                                                                                                                                                                                                                                      • Figure 112: Attitudes toward insurance and carrier communications, by smartphone or tablet ownership, February 2014
                                                                                                                                                                                                                                      • Figure 113: Attitudes toward insurance and carrier communications, by types of insurance, February 2014
                                                                                                                                                                                                                                  • Other Useful Consumer Tables – The Purchase Process and Claims Service

                                                                                                                                                                                                                                      • Figure 114: Attitudes toward purchasing insurance, by gender and age, February 2014
                                                                                                                                                                                                                                      • Figure 115: Attitudes toward purchasing insurance, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                      • Figure 116: Attitudes toward purchasing insurance, by generations, February 2014
                                                                                                                                                                                                                                      • Figure 117: Attitudes toward purchasing insurance, by visits social media websites at least once per week, February 2014
                                                                                                                                                                                                                                      • Figure 118: Attitudes toward purchasing insurance, by visits social media websites at least once per week, February 2014 (continued)
                                                                                                                                                                                                                                      • Figure 119: Attitudes toward purchasing insurance, by types of insurance owned, February 2014
                                                                                                                                                                                                                                      • Figure 120: Attitudes toward purchasing insurance, by attitudes toward alternative providers and communications, February 2014
                                                                                                                                                                                                                                  • Other Useful Consumer Tables – Attitudes toward Insurance Payment Methods

                                                                                                                                                                                                                                      • Figure 121: Attitudes toward insurance payment methods, by race/Hispanic origin, February 2014
                                                                                                                                                                                                                                      • Figure 122: Attitudes toward insurance payment methods, by presence of children in household, February 2014
                                                                                                                                                                                                                                      • Figure 123: Attitudes toward insurance payment methods, by region, February 2014
                                                                                                                                                                                                                                      • Figure 124: Attitudes toward insurance payment methods, by visits social media websites at least once per week, February 2014
                                                                                                                                                                                                                                      • Figure 125: Attitudes toward insurance payment methods, by visits social media websites at least once per week, February 2014 (continued)
                                                                                                                                                                                                                                      • Figure 126: Attitudes toward insurance payment methods, by smartphone and tablet ownership, February 2014
                                                                                                                                                                                                                                  • Appendix – Trade Associations

                                                                                                                                                                                                                                    Companies Covered

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                                                                                                                                                                                                                                    Innovation in Insurance - US - April 2014

                                                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)