Gartner Research

Market Insight: Differentiate Your Product by Addressing Insurance Line-of-Business Buyers’ Primary Goals

Published: 07 January 2020

ID: G00463736

Analyst(s): Rajesh Narayan


Insurance line-of-business buyers participate in the evaluation of technology solutions to achieve desired business outcomes. Product managers should differentiate their technology offerings to appeal to the LOB buyer’s strategic priorities to win more deals.

Table Of Contents


  • Buying Teams Are Focused on Business Outcomes From Technology Investments
  • Buyers Are Investing in Innovative Offerings That Are Easy to Configure and Customize
  • Customer Experience Is the Top Strategic Initiative for Insurers
  • Address Compliance and Resourcing Concerns Proactively
  • Differentiate Your Product by Addressing Stakeholder Objectives, Needs and Concerns

Background and Context

The Impact


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