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Insurers Struggle To Convert Online Visits Into Bound Policies Insurers are doing more with digital than ever before. By Stephanie Griese, Dirk Schmidt-Gallas and Nick Frank In a study last year, German-based insurer Signal Iduna Group found 80% of its customers had at least one digital interaction, including a visit to the insurer s website or online product page as part of their supplemental health insurance purchasing process. However, only 12% of the 1,500 customers surveyed completed a policy purchase entirely on digital channels, even though it was possible to do so. Like Signal Iduna, many insurance companies are struggling to convert online visits into bound policies. Despite consumers widespread adoption of digital channels to engage with insurers, most insurance sales still finalize offline or in-person.

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