Ο ρόλος των ψηφιακών ασφαλιστικών προϊόντων
The role of the digital insurance products
KeywordsΨηφιακός μετασχηματισμός ; Ασφαλιστικές εταιρίες ; InsurTech ; Οικοσύστημα ; Ψηφιοποίηση ; Διαχείριση κρίσεων ; COVID-19 ; Digital transformation ; Insurance companies ; Ecosystem ; Digitization ; Crisis management
The COVID-19 pandemic has affected various sectors of the economy, including insurance, and has become a problem and a clear catalyst for innovation. The pandemic has highlighted certain inefficiencies in the traditional model of interaction between insurers and their customers and has focused insurers' efforts to innovate and invest in the digital future. This paper aims to generalize the transformations of the institutional environment in the InsurTech ecosystem in the context of the COVID-19 pandemic and identify the prospects for its development in the post-pandemic period. Analyzing the functioning of InsurTech as an ecosystem necessitated the identification of challenges for the insurance market in the context of COVID-19. The transformation of the insurance market under the influence of the digitization of business processes under the importance of InsurTech shapes the competitive advantage. For many companies, the crisis strengthened their innovative development strategies and accelerated the implementation of financial technology tools in the enterprise as part of the modernization of the technological infrastructure. Chatbots, telematics, Internet of things, machine learning, artificial intelligence, are widely used as predictive analytics, etc. In the future, InsurTech will also play an important role in bringing digital innovations to the insurance market. The aim is to investigate how widespread the use of digital technologies is in insurance sales and what values of these digital technologies are perceived by insurance intermediaries. The results show that even at the time of the pandemic, in a high percentage of sales, the digital transformation has not yet advanced far. Further analysis shows that sole agents and younger people are further ahead in digital transformation even as COVID-19 pushes digital life across all ages and walks of life. Based on our results, some initial recommendations are drawn for insurer action.