Now Reading: Insurers turn invisible in embedded insurance deals
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Insurers turn invisible in embedded insurance deals
Insurance is becoming invisible in digital transactions. When you book a flight or buy a phone, insurance appears as a small checkbox. The platform's brand dominates; the insurer only surfaces when a…
The Story in Brief
Insurance is becoming invisible in digital transactions. When you book a flight or buy a phone, insurance appears as a small checkbox. The platform's brand dominates; the insurer only surfaces when a claim is filed. Digit Insurance's Tanya Marwah says the business model is claims. Tata AIG's Shekhar Saurabh calls the claim the moment of truth. Insurers accept this trade-off for access to customers at the right moment and lower acquisition costs. Platforms like Cleartrip display the insurer's name, but the platform owns the buying journey. A seamless claim can build trust, but a rejected claim destroys it instantly.
The Indian Opinion
Some narratives paint insurers as victims of platform power, but the truth is more strategic. Insurers are willingly surrendering front-end visibility for high-intent customers and pay-per-sale economics. The real test is not brand recall at checkout but claim resolution. If a delayed or rejected claim erodes trust instantly, the model collapses. The question is: will customers remember the insurer's name when they file a claim, or only the platform that sold them the policy?
Source: brandequity.economictimes.indiatimes.com
This story was synthesised by AI from the source linked above.
