Top 5 Insurance Industry Trends in 2025

How insurance is changing in 2025

Traditionally, the insurance industry has been less proactive in embracing technological advance than other financial sectors like banking and investment. In recent years that’s been changing, as insurers have recognised the advantages of going digital in virtually every area of their operations. What’s more, now that the door is open, insurance companies are coming up with innovations that simply weren’t possible under the legacy model. Artificial intelligence and automation are the most conspicuous examples but they’re not the only new tools in the modern insurance toolbox. Here we’re going to consider 5 of the most exciting insurance industry trends we expect to see more of in 2025.

1. Artificial Intelligence

AI is arguably one of the hottest topics in any field – business, politics, entertainment, education, healthcare – and is one of the most pervasive of today’s insurance technology trends. The application of AI in insurance offers major benefits for companies and customers alike

Automated Claims Processing

Eligibility checks have long been automated, but we’re now seeing the same technology applied to the processing of claims. Machine learning AI is increasingly doing more of the work in assessing evidence as well as detecting anomalies and potential fraud. In a fraction of the time it would take human assessors, AI can analyse documents, images and real-time data to improve accuracy and accelerate payouts for genuine claims.

Personalisation

Using analytics, AI can prepare fully personalised insurance policies for the individual, assessing medical histories and other risk factors in seconds. It’s a job that could never be cost-effective by any other means. 

Fraud detection 

The value of insurance fraud in the UK was £1.1 billion in 2022 – and that’s just the amount that was discovered. The level of undetected fraud is unknown, which is where the speed and thoroughness of AI can make a huge difference.

Virtual Assistants

Consumers will benefit too from the improved customer support, policy guidance and claims assistance that AI can provide. Gone will be the frustration of apparently clueless chatbots that in many cases simply add customers to the queues waiting to speak to over-worked advisers. Information databases and machine learning are turning virtual assistants into a viable and much faster alternative.

Underwriting to evaluate customer data more efficiently

AI is also improving the efficiency of underwriting at the point of application and predictive analytics are developing fairer methods of pricing and risk mitigation.

2. Personalised Insurance Products

Personalisation of insurance policies can make insurance fairly priced and more effective. By using AI, big data and real-time analytics, insurers can tailor policies to the needs of individuals, offering better cover and rewarding responsible behaviour. Telematics and black box technology are already steering motor insurance away from the blanket age-based premiums of the past, and similar technology will do the same for other types of insurance. For example, home insurance will use real-time risk data collected from the Internet of Things to offer appropriate cover at fair prices while mitigating risk.

3. Embedded Insurance

This form of embedded finance is another ground-breaking development that promises to transform perception, awareness, availability, access and adoption of insurance. People tend to go looking for the insurance they know they need, even if they sometimes resent paying for it. But since insurance actually provides essential protections the industry needs to find ways not only to educate people in its importance but to make it attractive and easily accessible. Embedded insurance has been around in a rudimentary form since electrical retailers began selling extended warranties and holiday companies started offering travel insurance.

The new digital model of embedded insurance gives consumers access to financial protections on the familiar platforms they already use and trust. It enables insurers not only to increase the level of financial protection amongst the population but also to generate substantial new revenue streams. As the UK’s first provider of fully digital embedded insurance, Eleos is first out of the gate, partnering with businesses both inside and outside the traditional financial services sector to make insurance a seamless addition to commercial transactions, money management and more.

Insurance products can be embedded through varying levels of integration, but bespoke systems are much more effective than off-the-shelf options. And while AI is central to this new model, it also requires vision, creativity and collaboration to unlock its full potential.

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4. Solving the challenge of emerging risk

The landscape of risk is constantly changing and two of its newest features are cyber security and climate change.

Cyber risk and insurance

Cybercrime costs the UK £4.6 billion a year and is increasing. The cost for a business to recover from cyber breaches that are not the result of criminal activities can be as much as £19,400 per incident. We expect the insurance industry to recommend measures such as AI-powered threat detection and introduce risk-based premiums which will reward businesses that adopt strong cybersecurity measures with lower premiums. It’s likely they will complement their policies with add-ons such as incident response services to provide expert support for recovery, investigation and compliance.

Climate change insurance risk

Natural disasters caused by climate change have cost the global insurance industry some $600 billion in the past 20 years. According to the reinsurer Swiss Re, insurers are pulling out of some regions altogether and low rates of insurance penetration in China and India puts these engines of global growth at serious risk.

Insurance companies will seek to adapt by rebuilding their risk and pricing models with new climate-related products. Not only do they have a societal obligation to do this, they could also benefit from a business opportunity estimated by Swiss Re to be worth $183 billion in premiums by 2040.

5. Gamification

Digital technology has made it possible for insurance providers to introduce gamification into their customer journeys. It’s a popular move because it can enhance engagement, motivation, awareness and user experience by incorporating gaming elements into activities not previously associated with gaming.

This kind of positive friction can be important when delivered in a low cognitive-load experience that helps customers know what they’re buying and feel acknowledged as people. As gamification in insurance spreads, we’re going to see exchanges of real-time data that impact the price of coverage, mitigate risk, and change the relationship between insurer and insured.

From the customer’s perspective, there’s real value too. Communication from the insurer through mobile apps, texts, portals, and dashboards can be used to mitigate risk, reward and influence behaviour, reduce insurance maintenance and operating costs, and reduce marketing noise. Performance metrics, comparisons, rewards, and other gamification techniques will also increase access to a younger cohort of digital natives.