How does digitalization influence the role of brokers and contribute to the personalization of the customer experience within the insurance sector ?

Abstract

An exploratory research utilizing qualitative methods, to gather insights into their experiences and perceptions regarding digitalization. The findings reveal that brokers recognize the benefits of digital tools in streamlining operations and enhancing customer interactions but also express concerns about the potential threats to their traditional roles. In conclusion, the study underscores the importance of balancing digital transformation with the human touch that brokers provide, ensuring that technology supports rather than replaces the broker-client relationship. The findings offer valuable insights for both academic research and industry practice, guiding insurance companies in aligning technological advancements with the evolving needs of brokers and customers.