Beyond Usability: Relevance is Insurers Competitive Edge

Insurance is becoming more digital, but usability alone is no longer enough. As customers compare insurers with the personalised, proactive experiences they receive elsewhere, expectations are shifting from simply getting things done to feeling understood, supported, and confident at the moments that matter. This whitepaper explores how insurers can move beyond “good enough” digital experiences, use data and AI to create greater relevance, and turn customer experience into a measurable driver of preference, retention, and long-term value.