AI is coming of age, including in insurance land. And more importantly, the way we look at it is changing. Where before it was mostly about internal efficiency - such as faster claims handling and less manual work - now a much more pressing issue is emerging: how do we use AI to grow commercially?

And that is by no means a luxury. What we see is that with almost all intermediaries there is hardly any or no organic growth. Yes, commissions often remain stable, but that is mainly due to premium indexation or acquisitions.

Yet many organizations remain primarily internally focused. Policy administration, processes, compliance - important - but rarely growth accelerating.

The real shift? From how do we make it more efficient? To how do we win and retain customers - and increase customer value?

The KPMG report Intelligent Insurance - A blueprint for creating value (March 2025) confirms this picture:

84% of insurance companies now see AI as a tool for commercial growth - KPMG.

And that requires using data differently. Not just looking back(what happened?), but thinking ahead:

• Who is going to cancel soon?

• Which customer is ready for a relevant cross-sell?

• Which customers are profitable for us (feeders) and which customers are going to cost us money (bleeders)?

• How do we get more (profitable) customers from the market?

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Predictive AI enables the step from descriptive insights to predictive as well as prescriptive actions. From data to commercial clout. And the beauty? You don't have to start big and it's proven technology. Predictive AI - not to be confused with Generative AI - does not hallucinate, delivers very high reliability and is transparent and explainable.

The latest AI agents also perform targeted action for your advisor if desired, such as doing a brief sentiment analysis on clients who have a high probability of churn . That way, your advisors can really spend their scarce time effectively.

A few examples from the report that linger

Take AXA: they use AI to provide real-time insurance advice. If you request a quote online for an electric car, you'll instantly get a suitable proposal with EV coverage and roadside assistance. No waiting time, but higher conversion.

Zurich deploys generative AI to launch new products at lightning speed for niches such as the self-employed or digital nomads. Policy terms rewritten, risks tested, live within weeks instead of months.

In Scandinavia, a carrier uses AI in the mortgage lane. Customers are automatically suggested an appropriate term life insurance policy. Conversion: +35%.

And in terms of churn? AI predicts which customers are likely to cancel - based on behavior, interaction and payment behavior. With a proactive approach, churn drops dramatically.

85% believe AI will give them a competitive advantage.

Far from your bed and only suitable for large insurers?

At Onesurance.ai we work on exactly these types of applications every day. We build and implement AI solutions for proxies, intermediaries (and insurers), focusing on growing your business. Our algorithms and AI agents help to:

• retain valuable customers,

• increase policy density in a targeted way,

• extract new profitable customers from the market,

• while reducing duty-of-care risks.

Sure, AI is crucial to staying relevant in the long term, but meanwhile AI is already profitable even in the short term. Then think in weeks rather than months.

AI is not an IT project. It is a commercial growth strategy.

📘 Read the KPMG report here

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