AI is becoming mature, even in the insurance world. More importantly, the way we view it is changing. Initially, it was mainly about internal efficiency—such as faster claims processing and less manual work—but now a much more urgent question is emerging: how do we use AI to drive commercial growth?

And it's definitely not a luxury. What we see is that nearly all intermediaries have little to no autonomous growth anymore. Yes, commissions often remain stable, but this is mostly due to premium indexations or acquisitions.

Still, many organizations remain 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 this calls for different use of data. Not just looking back (what happened?), but thinking ahead:

• Who is likely to cancel soon?

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

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

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

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Predictive AI enables the step from descriptive insights to predictive and prescriptive actions. From data to commercial impact. And the best part? 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 can also perform actions specifically for your advisors, such as conducting a brief sentiment analysis for customers with a high chance of cancellation. This way, your advisors can spend their scarce time truly effectively.

Some memorable examples from the report

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

Zurich leverages generative AI to launch new products rapidly for niches like freelancers or digital nomads. Policy terms rewritten, risks assessed, live within weeks instead of months.

In Scandinavia, an insurer uses AI in the mortgage domain. Clients automatically receive a suitable life insurance proposal. Conversion: +35%.

And regarding churn? AI predicts which customers are likely to cancel—based on behavior, interaction, and payment habits. With a proactive approach, the number of cancellations drops dramatically.

85% believe AI will give them a competitive advantage.

Far from your bed and only suitable for large insurers?

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

• retain valuable customers,

• increase policy density strategically,

• acquire new profitable customers from the market,

• and simultaneously reduce duty-of-care risks.

Of course, AI is crucial to remain relevant in the long term, but nowadays, AI is also profitable in the short term. 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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