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Everyone loves to get two for the price of one. It’s the beauty of doubling your money and getting more done in half the time: a win-win for all. The digitization of insurance has made that “two for one” thrill possible with insurance marketing tools that double as customer service tools, too. And it all begins with data.

The COVID-19 pandemic accelerated digitation across industries, and insurance was no exception. Part of the acceleration included a rise in direct-to-consumer (DTC) purchases. More people started buying goods and services online, cutting out in-person or phone interactions. That rise in DTC increased access to customer data.

The COVID-19 pandemic forced us to change many elements of our lives. For businesses, it created a quickening effect on plans to increase tech use and move to digital. With those changes, many agencies turned to their insurance websites as hubs for their business, whether or not their site was optimized to take on that level of responsibility.

As your agency evaluates how to shift to the “new normal,” consider these insurance website statistics and what they mean for your agency.

When it comes to your insurance prospects and customers, there are three main areas to focus on:

1. Improving ease and speed of service
2. Personalizing prospect and customer experience
3. Gaining data for expert advice

Each of these areas answers the question, “what do insurance customers want?”. Are you leveraging the right insurance sales software and processes to respond to these needs?

It may not be what it’s always been – and it may surprise you how preferences have changed. Advancements in insurance tech and changes in purchasing patterns mean your current and prospective customers may be looking for something more. Though you’ll have variation among different generations, there are commonalities within what your customers are looking for to get excellent service.

Have you properly equipped your insurance website for sales? Almost three-quarters of insurance shoppers go online to do research and obtain quotes, so you need a quality website to attract those sales.

This shift to online prompted our Partner Platform team to think more about agency websites and how to optimize them for sales and service. We now work with agencies to help them create a custom site to grow their business after seeing several common mistakes. Here are some of the ways we saw agency websites missing the mark – and how we helped them correct their missteps.

As we recently heard from one of our Partner Allies, one of the most significant challenges facing independent insurance in the next ten years is how to keep up with the progress of digital insurance technology while maintaining a personal connection with customers.

Studies show customers want agencies to use more tech and increase service personalization. A recent PWC survey found 41% of insurance customers said they’d switch to a new provider if that provider were more digitized than their current one. And the recent COVID-19 pandemic shutdown exposed more people to digital service speed, causing a lasting shift in expectations.

How can your agency harness digital insurance tech’s speed and efficiency without losing your signature personal touch?