The adoption of mobile apps in the insurance
industry is still at a very early stage, showing patchy and
inconsistent deployment, according to new research.
MyPrivateBanking Research benchmarked a total
of more than 100 apps offered by 30 leading insurance companies
worldwide.
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AXA was awarded the overall winner in the app
ranking because the research firm said it offers a consistently
good app portfolio across all insurance sectors.
US-based insurer Humana was ranked as the top
insurance company for health apps, with Aetna as runner-up.
Out of those who have introduced apps in their
business only 46% of health insurers and just under 55% of life
insurers achieved the maximum number of achievable points for their
apps.
The report added that also says about 20% of
life and health insurers include user-friendly features such as
“ask for a quote”, or a similar feature, limiting the appeal of
mobile apps to insurance customers.
In addition, the report noted that a
consistent global strategy has yet to be applied to mobile apps as
90% of the apps analysed were available in only one country.
In order to develop attractive mobile apps,
insurance companies are recommended to
be clear how the app is integrated with
other apps and media channels, and how it satisfies the needs of
existing and potential new clients.
