Gartner Research

Market Insight: Insurance Industry Playbook — Three Things That Change How You Sell to Insurers

Published: 08 July 2016

ID: G00309706

Analyst(s): Derry Finkeldey


The insurance industry is finally changing in response to digital disruption, and so is the way insurers make IT spending decisions. We highlight three key changes and how business leaders responsible for sales enablement at technology and service providers need to respond in order to survive.

Table Of Contents


Background and Context

  • There Is a Distinction Between BAU IT Spending and IT Spending on Digitalization
  • Insurer Attitudes to Technology Adoption Are Changing
  • Insurers Are Operating in New Partner Ecosystems to Address Their Digital Business Challenges

The Impact

  • Segmentation and Targeting: Who You Sell to May Be Changing
  • Positioning: Your Existing Positioning and Messaging for the Insurance Industry May No Longer Be the Most Relevant
  • Route to Market: Approaches by Insurers Broaden the Type and Number of Participants in Partner Ecosystems


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