2015 state of the insurance industry
TRANSCRIPT
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State of the Industry 2015
Mending The Broken Promise: How to close the breach, regain the trust and recover the heart of the insurance customer
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7 points of vulnerability.
Proof: Empirical evidence.‣Changes in consumer behavior.‣Changes in carrier behavior.‣Changes in the nature of risk.
5 point action plan.‣ For retail agents and the industry that
serves them.
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VULNERABLE
What got you here, won’t get you there.
It’s been easy.1
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Mature Industries are vulnerable.
Points of vulnerability.
2
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Chinese & Babylonian traders.
3000bc
Greek & Roman health & life insurance.
600bc
Genoa first known insurance contract.
1347ad
London (after the Great Fire).
1667
1st US insurance company.
1735
Ben Franklin.
1752
St. Paul sells1st policy.
1853 1864
History:
Travelers sells1st policy.
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The habits, processes and bureaucratic interests resist CHANGE.
Mature Industries are vulnerable2
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Not because the industry isn't good.
Mature Industries are vulnerable2
Carrier
Agent
Consumer
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Disruption generally happens when the industry is at its highest PEAK of Excellence.
Mature Industries are vulnerable2
VULNERABLE
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Smaller, more nimble entities, oftenoutsiders, disrupt. ‣ Usually with technology.
Mature Industries are vulnerable2
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Blacksmith, Henry Ford
Mature Industries are vulnerable2
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Kodak
Mature Industries are vulnerable2
“...it was film-less photography, so management’s reaction was, ‘that’s cute - but don’t tell anyone about it.’ ” Steve Sasson,1975
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Netflix
Mature Industries are vulnerable2
“Neither RedBox nor Netflix are even on the radar screen in terms of competition...”
Blockbuster CEO Jim Keyes: 2008
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Mature Industries are vulnerable2
A NEW INDUSTRY GROUPRUN UNDER THE GUIDANCE OF
THE ASSOCIATION OF OPTOMETRISTS (AOP)HAS BEEN CREATED TO ADDRESS PRACTICE DECLINE
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Warby Parker ‣ Founder Neil Blumenthal’s 1st rule of success
“Cut Out the Middle Men.”
Mature Industries are vulnerable2
Started 2010Sold 500,000 pairs of glasses by 2013.
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Travel agencies
Number of traditional travel agencies.
Source: Phocuswright; Airline reporting corp. (ARC); ASTA.org
1995
47,000
2011
14,000
2000
38,800
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Mature Industries are vulnerable2
80,000 agencies. 1980 40,000 agencies.
2015
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Average age of agency principal: 59.
We are getting old3
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25% will be gone by 2018
We are getting old3 McKinsey & Co
2015 2018
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‣ Number of employees 55 and older in P&C is 30% higher than any other industry.
‣ Carriers will have to replace 400,000employees by 2020.
‣ 72% of principals with over 20% ownershipis over 60.
We are getting old3Accenture, AM Best, IIABA
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The pernicious term “agent".
Points of vulnerability.
4
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The pernicious term “agent”. ‣ “acting on the authority of another”.
The pernicious term “agent”4
Carrier
Agent
Consumer
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The pace of change. "Worried the world is changing faster
than my agency.”
The paceof change5
4%
96%
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“If the rate of change on the outside exceeds the rate of change on the inside, the end is near.”
Jack Welch
Chairman and CEO, General Electric,1981- 2001
The paceof change5
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OUR AVERAGE AIN'T THAT GREAT
Points of vulnerability.
6
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And “on average” thats how themarketplace judges us.
Average ain’t that great6
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This is a built in systemic weakness.
The “independence” of 40,000 delivery entities inherently lacks business discipline.
Average ain’t that great6
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Cannot enforce: ‣ Best Practices. ‣ Brand discipline.
Average ain’t that great6
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Compare to: ‣ 17,000 Starbucks cafes ‣ 63,000 Nordstrom employees ‣ 437 Apple Stores
Statista 2015Average ain’t that
great6
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Timken Professor of Business Administration, Harvard Business School
Cynthia A. Montgomery
“Does your company matter? That’s the most important question every business leader must answer.”
Average ain’t that great6
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AM Best, research and data
70.8 74.2
Loss ratio %
Expense ratio %
97.3%95%Combined ratio:
Carrier$
IndependentDirect
response
26.5 20.8
The paceof change7
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VULNERABLE7
1 2
3
4
5
6
It’s been easy. Mature Industries are vulnerable.
We’re getting oldWe cost more
Our averageain’t great
The perniciousterm “agent”
The paceof change
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13%6%
10%
71%
Online800 NumberYellow PagesNot Sure
71% use the internet to research insurance. 54% have received a quote online.
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New auto insurance placed by local broker:
2003 2008
80%
68%
Changes in Consumer Behavior.
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New auto insurance placed by local broker:
2003 2008 2010
80%
63%
68%
Changes in Consumer Behavior.
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How did you originally purchase your current auto insurance Policy?
Local Broker51%75%
Online26%
7%
Less than 1 year5+ years
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Now it's #4. 24%
14%
2007 2012
In 2007, the service experience delivered by local brokers was the #1 driver of insurance customers’ overall satisfaction.
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Small business would be open to buying insurance online if the price is right.
So Far, So Close, James Colaço, Senior Manager, Monitor Deloitte, and Leader in Deloitte's P&C Insurance Practice
84%
Cheaper Price
Easier to buy insurance
More suitable coverage
44%
41%
Reasons for openness to buying insurance online
84%
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2002 2011
1.7
5.9
Marketing spend for P&C carriers $ billions.
347% increase.
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Marketing spend 2011:Millions of advertising dollars spent.
Farmers 718
State Farm 813Geico 1,000
Progressive 536
Allstate 745
Liberty Mutual
American FamilyTravelers
Nationwide
AIG
332
167166
277
12592USAA
$1 BILLION
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Government Employee Insurance Company, “GEICO”
201220092008 2010 2011
$11 billion
$6
$3.5 billion
$7
$9
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Progressive: Average growth 17% per year.
201220091996 2010 2011
$16 billion
$3.4 billion
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U.S. top 10 Private Passenger Auto Insurers.
State Farm1 117.919.3
Farmers3 56.07.2Progressive4 48.45.8
Allstate2 210.110.7
Market share %Market share % Rank Rank2002 2012
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U.S. top 10 Private Passenger Auto Insurers.
State Farm1 117.919.3
Farmers3 56.07.2Progressive4 48.45.8
American FamilyTravelersNationwideLiberty MutualUSAA
Berkshire Hathaway, Geico
910578
6
109876
3
1.92.04.14.84.9
9.7
2.31.94.94.53.6
4.8Allstate2 210.110.7
Market share %Market share % Rank Rank2002 2012
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U.S. top 10 Private Passenger Auto Insurers.
State Farm1 117.919.3
Farmers3 56.07.2Progressive4 48.45.8
American FamilyTravelersNationwideLiberty MutualUSAA
Berkshire Hathaway, Geico
910578
6
109876
3
1.92.04.14.84.9
9.7
2.31.94.94.53.6
4.8Allstate2 210.110.7
Market share %Market share % Rank Rank2002 2012
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Rise in direct response premium by channel.
AM Best, IIABA Market Share Report
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Rise in direct response premium by channel.
AM Best, IIABA Market Share Report
48 46 44
32 31 29
2003 2007 2011
Personal auto
Independent broker
Captive agent
8077
73
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Rise in direct response premium by channel.
AM Best, IIABA Market Share Report
20 23 27
48 46 44
32 31 29
2003 2007 2011
Personal auto
Independent broker
Captive agent
Direct
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Rise in direct response premium by channel.
AM Best, IIABA Market Share Report
39 38 38
57 57 56
4 5 6
77 81 77
23 19 2320 23 27
48 46 44
32 31 29
2003 2007 2011 2003 2007 2011 2003 2007 2011
Personal auto Homeowners Small commercial
Independent broker
Captive agent
Direct
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Further Threats. (from technology) "Could the broad
adoption of currently available technologies result in a radical reduction in the auto insurance business?"
A Scenario: The End of Auto
Insurance. What Happens When
There Are (Almost)No Accidents.
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Further Threats.The End of Auto Insurance.
Timings for the adoption of key technologies.
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Further Threats.The End of Auto Insurance.
Mandatory
Preferred
Voluntary
Available
2012 2023-20272018-20222013-2017
Timings for the adoption of key technologies.
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Further Threats.The End of Auto Insurance.
Mandatory
Preferred
Voluntary
Available
2012
Telematics
Automated Enforcement
2023-20272018-2022Automated
Enforcement
2013-2017
Telematics
Automated Enforcement
Timings for the adoption of key technologies.
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Further Threats.The End of Auto Insurance.
Mandatory
Preferred
Voluntary
Available
2012
Telematics
Automated Enforcement
Collision Avoidance
2023-2027
Robot Cars
2018-2022Automated
Enforcement
Collision Avoidance
Robot Cars
2013-2017
Telematics
Automated Enforcement
Collision Avoidance
Robot Cars
Timings for the adoption of key technologies.
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Further Threats.How Much? Will UBI impact the autoinsurance industry.
Low
Medium
Largeinsurance telematics usa 2013
95%
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1
““There are 40,000 agencies in the U.S., and you could absolutely imagine them shrinking by a quarter…”
Ellen Carney
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Top 10 P&C agencies: $3.186 billion in P&C revenue, 2011. 2013: $2.862 billion
1Insurance Journal, Top 100 Agencies Special Report
Revenue2.7 B
3.186 B
2.862 B
2011 2013
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1
Fewer. Bigger.
Source: Phocuswright; Airline reporting corp. (ARC); ASTA.org
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1
Fewer. Bigger.
Number of traditional travel agencies.
Air sales per location $ million.
1995
1.6
2011
5.8
2000
2.2
Source: Phocuswright; Airline reporting corp. (ARC); ASTA.org
47,000
1995
38,800
2000
14,000
2011
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1
“Driven by performance pressures but lacking strategic vision, company after company has had no better idea than to buy up its rivals. The competitors left standing are often those that outlasted others, not companies withreal advantage.
Michael Porter
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Continued market share erosion in P/L, Small C/L.
Predictions
2
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Predictions
Continued vulnerability to disruption from outsiders,
smaller players or aggressive innovators willing and able
to leverage technology.
3
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1
“Other things being equal, the larger army has the advantage whereas the winning business tends to be the one whose offerings are most preferred by customers, its size being more the consequence than the cause of its success.”
Richard Rumelt,
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The solution:
1
“Because the purpose of business is to create a customer, the business enterprise has two and only two basic functions: marketing and innovation”.marketinginnovation
Peter Drucker
1
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The solution:
1
marketing and innovation produce results; all the restare costs."
marketinginnovation
Peter Drucker
1
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5 Point action plan for success. ‣ Master Marketing. ‣ Be the “Relationship Business” you always
claimed to be.
1
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1
“The most advanced form of marketing is that which creates Meaningful Relationships”.
Michael Jans President /CEO Agency Revolution
5 Point action planfor success.
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www.agencyrevolution.com/analyzer/
www.TheGrowthAnalyzer.com
1
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1
+DelightAt Every Stage in the Process
Attract Convert Optimize Retain
The ACOR+ Marketing Model
Prospects Buyers Clients PromotersLeads
C O RA
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2
5 Point action plan for success. ‣ Master Innovation. ‣ Don’t Give Into The Commoditization Trap. ‣ (and don’t wait for carriers to fix that for you.)
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“Price competition, Porter warns, is the most damaging form of rivalry.”
Joan Magretta
Joan MagrettaHarvard Business School
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Joan Magretta
“Vying to be the best is an intuitive but self-destructive approach to competition.”
Joan MagrettaHarvard Business School
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Joan Magretta
“Competing to be the best feeds on imitation. Competing to be unique thrives on innovation.”
Joan MagrettaHarvard Business School
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2
Innovation demands: ‣ Stop selling on price. ‣ Beware ‘Best Practices’. ‣ Be unique.
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3
5 Point action plan for success. ‣ Destroy The Old Model.
Carrier
Consumer
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3
5 Point action plan for success. ‣ Destroy The Old Model.
Carrier
Consumer
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3
5 Point action plan for success. ‣ Destroy The Old Model.
Carrier
Consumer
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3
5 Point action plan for success. ‣ Destroy The Old Model.
Carrier
Consumer
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3
5 Point action plan for success. ‣ Destroy The Old Model.
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3Carrier
Agency
Consumer
5 Point action plan for success. ‣ Destroy The Old Model.
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3CarrierAgency
Consumer
5 Point action plan for success. ‣ Destroy The Old Model.
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4
5 Point action plan for success. ‣ Launch A New Academy of
Insurance Leadership.
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4
5 Point action plan for success. ‣ For insura-preneurs. ‣ That teaches non-insurance business leadership. ‣ With fully credentialed certification.
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4
5 Point action plan for success. ‣ Curriculum. ‣ Marketing ‣ Innovation ‣ Leadership ‣ Strategy ‣ Thought leadership ‣ Customer experience design
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5
5 Point action plan for success. ‣ Urgent: Leverage Modern Technology. ‣ Modern Technology Attracts Younger Workers. ‣ Because it's what consumers want us to do
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What Makes Consumers Happy? Channel usage, agent serviced customers.
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What Makes Consumers Happy? Channel usage, agent serviced customers.
Ove
rall
satis
fact
ion
inde
x.
Agent + emerging
852
822
Boomer
Gen Y
774
743No interaction
797
822
Agent only
830
814
Agent + traditional
810
795
Non-agent only
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4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
Monday
4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies
Trigger Point Marketing
11 Unclosed quotes
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Agency Management System
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4 Claims27 Birthdays 27 Renewing in 90 days 31 New prospects 10 New customers
@
@ @
@ @ @ @@ @ @
@ @ @ @ @ @ @
@ @
@ @@
Monday
4 Returning clients8 Lost clients 13 Cross sales 6 Lost policies
Trigger Point Marketing
11 Unclosed quotes
Tuesday Wednesday Thursday Friday Forever
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Agency Management System
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The Cross Sell Generator
Agency Management System
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@ @
@ @ @ @@ @ @
@ @ @ @@ @@
The Cross Sell Generator
Client no lifeX no Y
Home no auto Commercial no personalCL no comp
Personal no "toys"CL no commercial autoAuto no home
@ @ @
Agency Management System
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"If all we’re doing is defending the status quo, the game is over"