B2B2C is exploding as a pivotal channel in the insurance market, reshaping how products are distributed and experienced. This surge is driven by a unique convergence of factors: advancing technology, evolving customer expectations, and an increasing number of partners eager to embed insurance into their ecosystems.
By leveraging distribution partners’ networks and offering tailored solutions, insurers can achieve deeper engagement, collecting customer data through various touchpoints and enhancing personalization.
What was once seen as a rising opportunity has now become a major growth disruption for all players: traditional insurers seeking new distribution models, Insurtechs aiming to scale through embedded offerings, and distribution partners looking to diversify revenue streams and strengthen customer loyalty.
Governance, service model, technology, and people are essential to ensure fast integration, agility, and personalization—meeting the evolving needs of both distribution partners and end customers.
The purpose of the article is to define how insurance companies can embrace this transformation and succeed in the B2B2C market. By focusing on these critical areas, insurers can effectively navigate the changing landscape and capitalize on the opportunities presented by the B2B2C channel.
As insurance becomes seamlessly integrated into non-insurance platforms, it opens access to new customer pools with lower acquisition costs.
Winning this space requires adopting the right set-up, while activating key enablers across governance, service model, technology and people.
