For decades, carriers have invested heavily in pricing models, distribution channels, and risk analytics. But today, those factors—while still critical—are no longer enough to differentiate. In a marketplace increasingly shaped by digital expectations, customer experience has emerged as the defining metric of success.
Customer experience has become the cornerstone of strategic growth in the insurance sector. According to Deloitte, 87% of insurance CEOs now cite improving customer experience as a top priority for driving business growth.1 This emphasis is not misplaced: McKinsey research shows that insurers who enhance customer interactions across channels can boost profitability by 20% to 30% through higher retention and more effective cross-selling.2 These figures reflect a broader realization across the industry—meeting rising customer expectations is necessary for survival.
Executives who embrace this shift position their organizations for lasting relevance and growth.
Despite billions spent on modernization, many carriers still operate on a patchwork of legacy systems built for a different era. These platforms were never designed to support real-time updates, omnichannel engagement, or personalized digital journeys. As a result, even simple customer interactions, such as updating a policy or tracking a claim, can become complex, frustrating experiences.
This technological debt directly impacts performance:
Customer experience is not just a marketing concern, but a strategic lever for growth. When done right, it creates measurable value across multiple dimensions:
Seamless, proactive service builds trust and encourages loyalty. Customers who feel seen and supported are more likely to renew and buy additional products.
Empowering policyholders through self-service tools and clear digital pathways reduces the load on service teams, allowing resources to focus on higher-value activities.
Experience-led platforms shorten development cycles, enabling carriers to test, learn, and deploy new offerings with agility. They can do this without being slowed down by older technology systems.
In a commoditized industry, experience becomes a key differentiator. Carriers that deliver intuitive, transparent, and responsive journeys will stand out and win.
The elephant in the room is clear: legacy infrastructure is deeply entrenched and difficult to replace. Full core system overhauls (which involve replacing a carrier’s main operational technology) are costly, time-consuming, and often disruptive. Yet, doing nothing is no longer a viable option.
Forward-thinking carriers are taking a more agile approach. They’re layering modern, customer-facing platforms on top of existing back-end systems. This strategy preserves past investments while unlocking the digital agility needed to compete today.
This is where ManageMy plays a pivotal role, providing a configurable solution that doesn’t replace core systems but integrates with them.
ManageMy’s cloud-native, no-code platform is purpose-built to help carriers overcome legacy limitations. Through easy integrations, the platform surfaces only the data that’s needed for each workflow. By separating the customer experience front end from core systems, it enables carriers to quickly deploy tailored, digital-first journeys. These journeys can include onboarding, claims, and renewals, without writing a single line of code.
More than just a tech solution, carriers have adopted ManageMy to design experiences that meet evolving customer expectations and business goals alike.
While products are easily replicated, distinctive customer experiences build lasting loyalty. Customer experience is essential, not just important. The carriers who succeed in the next decade will treat it not as a department, but as a discipline.
1 Deloitte. 2023 Insurance Outlook: Driving transformation through customer experience.
2 McKinsey & Company. Insurance Insights, 2022: The value of customer experience in insurance.
Contact us to learn how ManageMy can help you move forward today.
Stuart Johnston, Chief Revenue Officer – stuart.johnston@managemy.com