It's true that insurance on demand can best be bought and, if need be claimed, automatically. On the other hand, much of insurance is far more nuanced and many people want an emotional as well as logical engagement with an insurer.

Digital platforms should automate routine tasks and free up agents with the time to help customers seeking advice.

A recent Accenture Study " THE VOICE OF THE CUSTOMER:IDENTIFYING DISRUPTIVE OPPORTUNITIES IN INSURANCE DISTRIBUTION" interviewed 33,000 customers and found that:-

• 16% willing to use computer-generated advice for buying insurance, seeing it as faster and more convenient
• Same percentage state human advice is essential at key stages

Read the full report as it shows a fascinating mix of motivations and drivers that insurers should address.

Combine those  findings  with the HBR article (link below) to help plan the balance between automation and human  engagement.

Why the deck is stacked against automation

1. Service can be emotional; technology can't
2. We still prefer people to help solve problems
3. Less work for employees means more work for customers

Successful automation typically involves

1. Automating transactions, data gathering & facilitating human connections
2. Supporting employees without getting in the way
3. Enhancing employee and customer/claimant engagement
4. Engage customers in ways that won’t make human service providers cringe.

"Remember: the devil’s in the details of service design, but the best uses of technology are likely to make customers and employees feel more, rather than less, valuable to your organization. They’re also likely to make the service feel more, rather than less human."

Ryan W. Buell

Harvard Business School in HBR