A few years ago, back in 2019 in fact, I wrote that there was a revolution coming in financial services not because banks were getting AI but because customers were. I’m glad other people age. For example, Angela Strange, a partner at the noted venture capitalist Andreessen Horowitz, recently said that banks and insurance companies should be “TERRIFIED” by this development (her caps) because “inertia and information asymmetry will no longer be enough to keep customers”. Well, I’m not going to say I told you so, but… well, I did.
I was going to write something about this, even before I saw Angela’s remark, because of something I heard on the radio a few days ago. As you may know, Britain’s Air Traffic Control system keeps falling over. I don’t know why, but I assume it’s because the software was written by people and not AIs, but there you go. Anyway, I was listening to a discussion on the BBC concerning the disruption caused by these air traffic control failures. The specific issue raised was that people who had purchased travel insurance found out that they were not covered. A representative from the insurance industry said that people should choose travel insurance based on their specific needs for a trip and that they should check the policies on offer to see what is covered. At which point someone else mentioned that their inusrance policy document was 80 pages long. Yes: 80 pages. So if you wanted to compare, say, five different policies you would have to 400 pages, which is around two of the early Harry Potter books.
Next time I want to get some travel insurance, I will use AI. There is no point travel insurance companies advertising on TV, sending me junk mail, e-mailing me specific offers or launching targetted campaigns via business partners. I guarantee you I will pay no attention whatsoever so any of these.
Given that, how will a travel insurance company attract my business? What can it offer to my bot other than price? Since I have no idea, I asked an AI. Based on what it told me, here are a few suggeestions:
Machine-readable policies that agents can process without having to read the 80 pages, with the coverage terms published as structured data. It occurs to me that it might be useful to have relevant laws (such as the EU rules about compensation for delays and cancellations in an agent-friendly form too).
Proof of paying out. Verifiable claims data: how often they pay, how fast they pay and what they turn down. I think a lot of commerce is heading this way, frankly, moving us toward a reputation economy that rest of what can be checked, not just claimed. This, of course, links with digital identity which is point I will return to.
Room to negotiate. An API that lets the bot adjust cover to the trip, not choose from three fixed tiers, could be to the insurance companies advantage, because it can tailor its offer more specifically via a richer dialogue with an agent. As a person, it would drive me crazy going back and forth over the cover and the conditions, but this what agents were made for.
Automatic payouts. Cover that pays when a flight is delayed or cancelled, with no need to argue about exclusions. This is the sort of thing that smart contract and stablecoin fans have been talking about forever, and they have a point.
Sharing only what’s needed. Accepting credentials the bot can present, such as age or pre-existing conditions, instead of making you fill in forms. This again highlights the need for digital identity as a fundamental enabler.
What this boils down to it that insurers who want to win will be the ones who are thinking about to market to machines. There is a wholly new science of behavioral econonics for agents wating to be born here.