Panel Spotlight: Redefining Insurance with Customer-Centric Technology
At this year’s Insurtech Insights in London, a panel discussion titled "People First: Revolutionising Insurance Distribution with Customer-Centric Strategies" brought together thought leaders to deepen the discourse on how the insurance industry can utilise technology to become more customer-focused.
Held on the iconic Red Stage, the conversation was led by Cameron Torstenson, Former EVP, Chief Marketing Officer at EMC Life. Panellists included our very own Tim Hardcastle (Co-Founder and CEO of INSTANDA), Melissa Wong (Group Chief Product Officer at Boltech), Balázs Gáti (Chief Product and Technology Officer at Clark), and Tom Thornberry (Group Chief Claims Officer at Zurich). Together, they explored the challenges and opportunities posed by emerging technologies, evolving customer expectations, and the role of AI in shaping the insurance sector.
The Evolving Role of Customer-Centric Insurance Models
During the panel, moderated by Cameron Torstenson, a recurring theme was why insurance must start with the customer. Tim keyed in on a critical point—understanding customer needs is complex and often hindered by legacy technologies. "The people who understand the customers best are those who are closest to the market — whether it be the brokers or the ones that are serving them — and to then meet those customer needs, you must have a level of agility in your organisation that allows you to respond,” Tim said.
Highlighting INSTANDA’s impact across 15 global markets, Tim shared how the INSTANDA platform empowers insurers and brokers by enabling rapid customisation of products, pricing and coverage.
"Customer needs aren’t static—they’re constantly evolving. You must be agile enough to respond in hours or days, not weeks or months, to their requirements," Tim emphasised.
How Technology Enables Empathy and Efficiency
Echoing Tim’s sentiments, moderator Cameron Torstenson highlighted the often-overlooked emotional significance of insurance in critical moments, stressing why it’s imperative for the industry to begin its innovation efforts with the customer in mind.
Zurich’s Tom Thornberry shared how customer expectations differ drastically across product lines. Using claims as an example, Tom explained, "Customers want speed of certainty and an empathetic touch, but this varies by product line. For minor claims like appliance warranties, it's about quick resolution to minimise irritation. However, for emotionally charged products like life insurance, empathy becomes essential." Thornberry highlighted the need for nuanced customer segmentation and a tailored approach to meet these varying needs effectively.
Adding to Tom’s observations, Melissa Wong added that companies like Boltech are leveraging AI as an "enabler" throughout the entire value chain. From preventive measures to the remediating claims process, Melissa discussed how technology can—and should—serve both customers and insurers simultaneously. She shared specific examples, such as using AI to monitor and recover lost or damaged devices efficiently while also driving down costs within the value chain.
Tim also discussed how AI-driven solutions can transform customer interactions while maintaining empathy. To him, the challenge goes beyond deploying AI—it's about using AI ethically and strategically.
"We’re in a pivotal era where technology addresses the specifics of emotional and functional insurance needs. The key is deploying technology responsibly, so it enables speed, empathy and better decisions," Tim remarked.
“In INSTANDA’s case,” he continues, “we've done a spread-bet across a number of areas.”
Hinting at INSTANDA’s groundbreaking project aimed at streamlining complex commercial lines through AI, Tim said, “In my experience of any new technology wave, you have got to try some small stuff first before taking your moonshot.” While details remain under wraps, INSTANDA’s ‘moonshot’ innovation will enable unprecedented product personalisation through brokers, a promising glimpse into AI's potential for advancing insurance agility.
Human and AI Collaboration in Insurance
Tim’s insights tied seamlessly into a larger industry narrative.
Balázs Gáti of Clark outlined three guiding principles for adopting AI effectively within digital insurance models:
- Customer-first technology – Solutions must start with addressing customer pain points rather than forcing new tech where it does not belong.
- Rapid iteration – Quick development cycles and customer feedback create meaningful innovation.
- Rigorous measurement – Performance needs to be constantly monitored through tools like A/B testing to refine and optimise solutions.
Balázs warned, however, of a new challenge posed by AI. He pointed out the difficulty in training and mentoring new hires when entry-level, repetitive tasks—the traditional training ground—are increasingly automated. This reality presents a growing concern regarding talent development and long-term leadership pipelines.
Tim echoed co-panellists’ sentiments about how humans and AI can coexist without losing the human touch. He asserted, “AI shouldn’t overshadow human judgement essential for areas like nuanced decision-making, empathy-driven claims management and moral frameworks.
"AI enables efficiencies, but ultimately, humans are essential. It’s humans who frame the morality of decision-making and ensure that technology serves—not overrides—the need for human interaction.”
Key Lessons from the Panel
Collectively, the panel offered actionable strategies to attendees for adopting customer-centric insurance models:
1. Agility is Non-Negotiable
Organisations must have technology that can adapt quickly to changing customer expectations. For INSTANDA’s clients, this flexibility has become a driving force behind sustained growth.
2. Embed Analytics for Customer Feedback
Deeper data insights empower carriers, MGAs and brokers to understand customer preferences better and refine their offerings.
3. Use AI Wisely
From enabling hyper-personalisation to reducing manual processes, AI can transform operations—but only when deployed responsibly and human oversight is maintained.
4. People Over Products
Whether it’s through empathetic claims handling for emotional moments or simplifying processes for less critical engagements, the focus should remain on addressing the customer’s unique situation seamlessly.
The Call to Action
Each panellist concluded with a sound piece of advice. Tim’s message invited attendees to find new ways to become more agile as an organisation. He surmised, “Since expectations from the customers and your own people are increasing, technology needs to be able to respond to evolving needs. For those who have made big investments already, come and talk to INSTANDA because we love to sit alongside those things that are 30 years old, and we do a great job of giving you deep agility.”
At the heart of Tim's message was this compelling call to action—technological transformation isn’t just about disruption; it’s about enabling insurers to get closer to and better serve the customer.
To explore how agile technology like INSTANDA supports customer-centric solutions, contact us and one of our experts will get in touch.
