Customer portals are revolutionising the insurance industry – here is how

These days, a great customer experience isn’t just a nice touch – it’s the baseline. And in insurance, that bar is still frustratingly low. Slow claims processing, generic policy offers, and endless application forms are enough to make customers look elsewhere.

People expect easy access to their policies, fast responses, and a hassle-free way to manage everything in one place. Research backs this up – J.D. Power found that customers who primarily interact with insurers through digital platforms report higher satisfaction levels.

For insurance companies, staying competitive means rethinking how they engage with customers. It all comes down to making interactions smoother, faster, and more intuitive. And, that’s where customer portals come in.

These portals give policyholders and brokers self-service options, real-time updates, and better ways to collaborate. They also bring value to all stakeholders in the b2b value chain by streamlining processes between insurers, partners, and stakeholders.

In this article, we’ll explore how customer and b2b portals are reshaping the insurance industry – and why companies that invest in them are the ones pulling ahead.

Increasing the insurance purchasing convenience for end-customers

Customer portals, available through web or mobile apps, are built to keep users informed about everything related to their insurance without having to reach out to an insurer or broker.

With customer portals, users can purchase insurance, track important details, and submit or monitor claims almost instantly and with just a few clicks.

Over time, their payments remain just as straightforward. For example, policyholders can set up auto-pay and track their billing history. This helps them avoid missed payments and stay on top of their financial commitments.

These platforms also increase the transparency between an insurance company and the end customer. Users can find everything related to their policies and invoices in a single, central place, with easy access to download their records as needed. This allows them to quickly review policy details, manage billing, or submit documents without waiting around.

Finally, real-time support is crucial for users throughout their journey, from policy selection to addressing any questions or concerns they may have. That is where customer portals also help, offering various communication channels, such as chatbots, live chat, or direct messaging with agents, ensuring that users receive timely responses and reliable assistance.

Customer portals in action – our client’s example

All these features mentioned above have the same goal – improving customer experience. And the example of our client, a UK insurance company, proves just that.

Before shifting to a new system, brokers needed to manually gather data from different sources when clients asked about their policies or claims. This resulted in delays and inefficiencies, compromising customer satisfaction.

With our help, they created a platform where brokers enter all policy details, from premiums to claims. Clients can access their policies, review documents, submit claims, track premium instalments, and monitor policy statuses and amendments – all in one place. That way, we helped them simplify processes and give clients real-time access to key information, improving communication and minimizing manual work.

Bringing value to insurers and brokers, too

From the examples provided above, it is obvious that one of the most important benefits of customer portals is their opportunity for insurance businesses to become more customer-oriented and build deeper relationships with customers.

By personalising their offers, they can increase policy purchasing rates, as well as retain existing users and create new opportunities for upselling.

Additionally, portals reduce operational workload for both insurers and brokers.

Instead of having to handle every request individually, such as preparing and sending policy documents, answering simple queries, or processing claims, brokers can focus on more complex tasks while customers access the information they need on their own.

This leads to faster service and improved efficiency across the business.

Direct data access – no middlemen, no hassle

Brokers need quick access to key information during client meetings – things like active policies, quotes, renewals, and claims. But since this data is stored in insurers’ systems, getting it on the spot can be a hassle. Reaching out to insurers takes time – and that’s time brokers usually don’t have.

With the right b2b portal, brokers can pull up the info they need in seconds – no waiting for insurers. On the other hand, insurers benefit from these platforms, too – cutting down on frequent requests and freeing up their teams for more valuable work.

Beyond fast access to client data, these portals offer reports and insights that help brokers spot new opportunities, close deals, and upsell policies in real-time – so nothing slips through the cracks. Plus, with automated alerts on expiring policies, brokers can be proactive about renewals – keeping clients covered and business flowing.

That’s exactly what we’re doing for one of our clients. The goal is to replace the existing web portal – improving the user experience for brokers who frequently meet clients in person. Brokers often face challenges accessing the web portal via laptops or mobile devices during these meetings – making it harder to retrieve client information such as active policies, quotes, and renewals.

The new mobile app provides brokers with seamless, instant access to this data, as well as critical statistics and reports like renewal rates and claims rates. This mobile solution is designed to enhance broker productivity – enabling them to be more efficient in client meetings and increasing their chances of closing or expanding business opportunities.

Customer portals are the future of insurance

In an industry where customer expectations demand faster, more transparent services, portals are more than just a convenience – they’re a competitive edge. These platforms streamline operations, reduce manual tasks, and enhance decision-making by providing insurance companies, brokers, and customers with immediate access to critical data.

In the long run, this leads to optimised efficiency, improved data transparency, and, most importantly, stronger customer loyalty.