Growing Atlantic Brokerages Through Technology

Grant Patten, Digital Media & UX Specialist | Atlantic Insurance Broker, October 2017

For an insurance broker, an enormous component of growth comes from out-servicing the competition – which, in today’s world, means embracing and implementing the digital technologies that consumers expect. Brokers everywhere can take heart, then, that technology adoption among brokerages is trending in the right direction.

Since launching its Technology Scorecard last year, CSIO has gathered invaluable data on how its member brokerages are adopting nine key technologies. The goal was to provide brokers with a way to benchmark their own tech adoption against their provincial peers, to celebrate those brokerages with a score of 100% and to encourage further growth in tech implementation.

After updating the statistics with 2016 numbers, adoption for all technology solutions grew by 12%, bringing national adoption to 69%. Brokerages in Atlantic Canada made impressive gains in the past year, with Nova Scotia scoring first among all provinces with an overall tech score of 81%. New Brunswick finished 2016 with a tech score of 68% (a 22% increase from 2015), Newfoundland finished with 72% (a 10% increase) and PEI finished with 59% (a 2% increase).

Full statistics for tech adoption in Atlantic Canada are:

Technology Adoption Statistics: Nova Scotia

  2015 2016 Change
eDocs 46% 88% +42%
CSIOnet 59% 90% +31%
CSIO Industry Forms 100% 100%
eSignatures 3% 15% +12%
TLS eMail Security 50% 83% +33%
Website 74% 90% +16%
Mobile-Optimized Website 40% 79% +39%
Search Engine Optimization (SEO) 58% 77% +19%
Social Media 47% 69% +22%
Overall Average 52% 81% +29%

Technology Adoption Statistics: New Brunswick

  2015 2016 Change
eDocs 40% 76% +36%
CSIOnet 65% 83% +18%
CSIO Industry Forms 100% 100%
eSignatures 2% 3% +1%
TLS eMail Security 39% 60% +21%
Website 62% 80% +18%
Mobile-Optimized Website 25% 56% +31%
Search Engine Optimization (SEO) 73% 71% -2%
Social Media 30% 34% +4%
Overall Average 46% 68% +22%

Technology Adoption Statistics: Newfoundland

  2015 2016 Change
eDocs 50% 69% +19%
CSIOnet 75% 77% +2%
CSIO Industry Forms 100% 100%
eSignatures 0% 8% +8%
TLS eMail Security 63% 75% +12%
Website 88% 92% +4%
Mobile-Optimized Website 50% 77% +27%
Search Engine Optimization (SEO) 69% 62% -7%
Social Media 63% 62% -1%
Overall Average 62% 72% +10%

Technology Adoption Statistics: PEI

  2015 2016 Change
eDocs 50% 63% +13%
CSIOnet 58% 63% +5%
CSIO Industry Forms 100% 100%
eSignatures 8% 0% -8%
TLS eMail Security 58% 57% -1%
Website 92% 88% -5%
Mobile-Optimized Website 42% 25% -17%
Search Engine Optimization (SEO) 75% 75% 0%
Social Media 17% 25% +8%
Overall Average 57% 59% +2%

Customers don’t compare insurance brokers to each other – they compare brokers to the last, best digital experience they had. With that in mind, consider the impression they form when they have to wait on the phone while their broker searches for a paper file, or when they have to print, sign and scan a document when they could do so electronically.

For many brokers, finding the time to investigate and fully understand new technology is a challenge. How do the technologies on the CSIO Tech Scorecard help brokerages grow?

CSIOnet & CSIO Forms

CSIOnet connects your BMS to your insurers, enabling the download of policy data and eDocs. This reduces the need for paper, couriers and double-entry, improving workflow and enhancing customer service. Many CSIO forms are programmed directly into your BMS, saving additional time.

eDocs

eDocs are electronic policy documents (dec pages, billing notices, etc.) that insurers can send through CSIOnet directly to your BMS, where it will automatically attach to the client file. This puts the exact policy wording at your brokers’ fingertips and significantly reduces the amount of paper entering your office, leading to faster customer service and reduced costs.

eSignatures / Call Recording

eSignatures enable customers to sign important documents securely and conveniently from their computer or mobile device; no paper, pen or scanner required. Call Recording obtains customer consent over the phone, storing a record of the call for as long as is required. Both solutions create a digital and streamlined experience for customers.

TLS eMail Security

TLS eMail Security is an inexpensive form of encryption that enhances protection for emails – especially those containing sensitive customer information – from cyber criminals. There is no change to the user experience, as TLS operates in the background.

Brokerage Website and Mobile-Optimized Website

Customers search for and purchase insurance online in greater numbers than ever before. Simply put, without a mobile-friendly online presence, customers will have difficulty finding your brokerage and turn to one that provides the online experience they expect.

Search Engine Optimization (SEO)

48% of customers start mobile research on a search engine such as Google – meaning that if your brokerage does not appear near the top of web searches, customers likely won’t find you. SEO strategies can help your website increase its visibility by appearing higher in search results.

Social Media

71% of Canadian consumers visit Facebook at least twice a week, and other platforms such as Twitter and LinkedIn are popular as well. By investing in a social media strategy, your brokerage can establish itself as modern and relevant, and provide customers with another means of interacting with you.

Is YOUR brokerage a Technology Leader? Complete the scorecard and let us know! Visit: https://www.csio.com/scorecard-tool

All members of IBAN, IBANB, IBANS and IBAPEI are automatically members of CSIO, and may sign up on CSIO.com to enjoy member benefits including access to our library of Industry Forms, monthly newsletter, working groups and more.