TAGS: Customer Experience Finance

Is customer-first transformation in insurance unavoidable?

The benefit of putting the customer first is clear, however, delivering on this promise in the complex world of insurance is anything but simple.

Jimmy Taylor

Oct 31, 2025

The logic behind putting the customer first is straightforward: centre your business on customer needs, and in return you attract more customers and retain them for longer.

Yet, delivering on this promise in the complex world of insurance, is anything but simple.

This month, we brought together a group of leading insurance executives to tackle this very question, learning from experts at the likes of Direct Line Group, Zurich, Just Group, Compare the Market and OneFamily. Their collective perspectives focused on whether a full-scale, customer-centric transformation is now truly non-negotiable for the sector.

It was a fantastic evening, run in partnership with our friends at EIS Group and EY. Here are my key takeaways from the event.

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Closing the CX Gap: Meeting Modern Expectations

Despite significant progress, insurance still lags behind sectors such as retail and retail banking when it comes to customer experience (CX).

There’s a growing recognition that modern customers expect the same seamless, personalised digital journeys they encounter elsewhere, and insurers must meet that bar to secure long-term loyalty.

A Force for Good: Amplifying Positive Impact

A refreshing perspective shared on the night was that insurance is, and should remain, a positive force for society.

It provides security, resilience, and peace of mind in moments that matter. By modernising the way they engage with customers, insurers can amplify this impact even further, making their value proposition clearer.

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Designing for Gen Z: The Future of Engagement

As Gen Z enters the market, expectations are evolving rapidly. This generation expects immediacy, transparency, and digital fluency. The future of insurance lies in creating intuitive, mobile-first experiences that feel relevant and human, not purely transactional.

Technology as an Enabler, Not the Answer

Technology is not the solution in itself, but a means to enable smarter, faster, and more meaningful customer engagement. The true opportunity lies in using modern digital approaches: data, AI, and composable architecture, to innovate and continuously improve the customer experience.

Trust & Transparency: The Comparison Imperative

Price comparison websites such as Compare the Market continue to play a crucial role in helping customers make more informed, confident decisions. Simplifying complexity and building trust are central to improving how consumers engage with insurance as a whole.

Jimmy Taylor is Business Development Director at Red Badger, a consultancy that helps organisations build, scale, and optimise game-changing digital products and platforms.

Is customer-first transformation in insurance unavoidable?

Closing the CX Gap: Meeting Modern Expectations

A Force for Good: Amplifying Positive Impact

Designing for Gen Z: The Future of Engagement

Technology as an Enabler, Not the Answer

Trust & Transparency: The Comparison Imperative

Jimmy Taylor is Business Development Director at Red Badger, a consultancy that helps organisations build, scale, and optimise game-changing digital products and platforms.

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