ROBERT BURNS

Di­rec­tor, Prod­uct Strat­egy at In­surity, Inc.

Digital Insurance - - STRATEGIES -

There seems to be a new fo­cus on user in­ter­face tech­nol­ogy—how does UI play into build­ing a re­li­able and ef­fi­cient por­tal for com­mu­ni­ca­tions with the dis­tri­bu­tion chan­nel?

There is a lot of fo­cus on re­spon­sive de­sign as a mod­ern UI for­mat. (ie. en­sur­ing that it ren­ders on all de­vices and oper­at­ing sys­tems). But those are sim­ply tech­nol­ogy ta­ble stakes. The UI ul­ti­mately needs to do the fol­low­ing to be ef­fec­tive for dis­tri­bu­tion chan­nel users:

• Sim­plify pre­sen­ta­tion of an of­ten highly com­plex and data in­ten­sive process

• En­able dynamic pre­sen­ta­tion typ­i­cal of a highly in­ter­ac­tive data-driven ex­pe­ri­ence

• Eas­ily tai­lor to roles and/or per­son­al­ize to en­able the of­ten com­plex se­ries of re­la­tion­ships (e.g., MGA’s view re­flects car­rier’s brand; MGA ex­tends view with MGA brand to re­tail agent user; pol­i­cy­holder view in­cor­po­rates re­tail agent brand, etc.)

Why are sys­tems that can ac­cess re­al­time struc­tured and un­struc­tured data so im­por­tant for the un­der­writ­ing process?

For starters, un­der­writ­ing should be viewed as in­clu­sive of the sub­mis­sion/qual­i­fi­ca­tion process. The more a risk has been vet­ted through the ini­tial phases of pro­cess­ing, the more an un­der­writer can fo­cus on a nar­rower set of at­tributes that re­quire judge­ment. So it is im­por­tant that a sub­mis­sion process can take in struc­tured 3rd party data or data de­rived from, say, an on line restau­rant menu; that data can hit rules that either in­voke re­views or drive other data calls. Once a risk has pro­gressed to re­quir­ing an un­der­writer’s re­view, the same fac­tors ap­ply to that pre­sen­ta­tion.

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