The document discusses the need for insurance companies to evolve their digital strategies in response to changes in consumers and distribution. It notes that consumers are increasingly doing their own online research rather than relying on agents, and that 74% would purchase life insurance online if available. It also discusses establishing a digital strategy that focuses on audiences, content, user experience, and technology to improve the customer and agent experience through online services and mobile apps. The final section outlines a process for developing a digital strategy, including assessing the current state, defining a future state, and creating a multi-phased roadmap.

2. Agenda
• Disruption
• Evolution of Consumer
• Distribution Evolution
• Need for Advice / Comparative rating
• New Face of Insurance
• Digital Strategy
• What is it?
• How do we get there?
2

3. Evolution: Digital Darwinism
If time has taught us anything, it is that we must adapt and change to survive

4. Evolution of the Consumer
Myth: My consumer is not ready for the digital world
The Grandmother Paradigm
Silver surfers have embraced technology and
social media as family’s spread the globe
Christmas shopping across the world drives
online acceptance and usage
How Insurance Carriers facilitate their consumer
integration and interaction

5. Distribution Evolution
A once dominated Captive distribution is now led by
Independent producers – they own 50% of all sales50%
The number of individuals that are inclined to do their own
research online, rather than through an agent74%
Individuals that would purchase their life insurance online
Today, if available25%
P&C Direct Written business in terms of net premium
(personal lines)71%
Source: Limra 2014

6. The Digital Revolution
Digitally enabled companies entering your industry
from another industry – Beagle Street58%
The amount of business revenue attributed as digital revenue
by 2020 (compared to 18% in 2015)43%
Believe Digital Business best describes their organization need32%
Believe a Major or Widespread Transformation is required
In order to adapt to the evolving market61%
Source: Gartner 2015

7. Insurance Communication and Collaboration
Landscape
Lead Generation

8. Evolution: Advice

9. Evolution: Education and Planning

10. The New Face of Insurance
Simple, Friendly, Informative, Collaborative………Fun

11. Simple, Friendly……..

12. 12

16. Digital Strategy
Rethinking you Digital Footprint, not your Website

17. Evolve: Rethinking your Organization
• Digital Strategy
– Not a Website redesign
– Education is key
• Consumers search to be educated not to find an Insurer
• Provide key Insurance 101 education and “What do I need?” calculators – assist
your consumers
– Embrace multi-channel distribution models
• Ease of doing business
– Go where your consumers and agents are, provide integration through engagement
• Integrate options to be called, txt, online chat, connect to an agent, buy direct – let
the consumer decide on the path and media – exclude no one
– Focus:
• audiences, sites, content management, branding and design, user experience,
features and functionality, technology, marketing, mobile, social
17

18. Digital Strategy
18
• Goal: Create a roadmap detailing how to leverage the latest digital business
models & technologies to achieve its business goals and establish an agile
digital framework that will allow the business to innovate and adapt quickly to
changing market conditions and customer / channel needs.
• Top level Benefits of a Digital Strategy:
• Improve the ease of doing business. Allow Customers and Channel Partners to interact in
their preferred method.
• Increase customer acquisition and Retention
• Improve competitive positioning / advantage
• Improve efficiency of providing services
• Gain insight on customer needs and preferences
• Improve organizational agility in responding to new opportunities and threats

19. What does a Digital Strategy include?
Design,
Style,
Brand
Intranet
Externally
Facing Sites
Externally
Facing
Applications
Affiliate /
Channel Site
Strategy
Mobile
Social
Networking
Web
Technology,
Tools and
Integrations
Traffic
Generation
SEO, SEM
Web
Governance
E-mail / Digital
Marketing &
Communications
User
Experience
Content
Style &
Best
PracticesAnalytics and
MeasurementAudience
Segmentation,
Personalization
Content
Governance
Content
writing
Recruiting
Lead
Generation
OCM

20. Consumer Enablement Maturity Curve
4
2
3
1
Customer Section in
site
• Public Information
• Start a quote
• Phone based
service
• Claim forms
Simple Customer Self
Service Portal
• Secure Login
• Policy information
• Planning tools
• Forms to print
• Update address
• Update contact
• Pay bill – set EFT
• Improved Customer
Service Technologies:
• IVR
• Chat
Customer Self Service -
Advanced
• Update beneficiaries
• Add Products
• Manage financial
information
• Loan request
• Payment history
• Improved Customer
Service Technologies:
• Mobile sites
• Screen Sharing
• Social Service
• Mobile
Applications
• E-delivery of disclosures
and bills
Integrative Experience
• Simple profile with quote
request / application
• Collaborative Workspace
through medical and
underwriting
• eForms / E-signatures
• Full Policyholder services
online
• Claims management online
• Upsell / Cross sell
• View policies across business
lines
• Business Process
Automation technologies
• Building a community

21. Distribution Enablement Maturity Curve
4
2
3
1
Agent Section in site
• Public Information
• Marketing Materials
• Phone based service
Simple Agent
Communications & Self
Service Portal
• Secure Login
• Enter new Policy
• Policy search &
information
• Policy status
• Planning tools for use
with prospects
• Forms to print
• Pay bill – set EFT
• Commissions
• Messages
Agent Self Service -
Advanced
• CRM: View all customers
and be able to communicate
with them
• Ability to do a policy and
submit for approval in one
sitting
• E-forms,E-signatures
• View policy status and
manage interactions with
Prospect
• View claims and status
• Proactive alerts
• Simple mobile tools –
Education and Planning
• Lead management
Integrative end to end
Experience
• Full Agent services online
• Collaborative Workspace
• Integration with external data
such as Funeral Homes
• Business Process Automation
technologies
• Advanced mobile applications
with offline mode. Ability to
complete a policy and submit
from customer home.
• Location based services
• Lead sharing and Agent
interaction
• Full CRM and marketing
functionality
• Agent websites

22. The Digital Strategy Process:
22
• Web Traffic Review
• Competitive Analysis
• Business Strategy
• Brand Strategy
• Stakeholder Interviews
• User Interviews
• Technical Roadmap
Current State
Future State
• Vision
• Scope
• Measurable Outcomes
• Distribution Channels
• User Experience
• Content & Functionality
• Technology & Tools
• Roadmap = Agreed upon, multi phased action plan that includes:
• Recommended initiatives with scope, timelines, costs and expected benefits
• Sequence of initiatives based on business value and constraints

24. Questions?