Property & Casualty Edition

September 29, 2022

Rob Norris

A business of Marsh McLennan Bird image by pch.vector on Freepik.com

CONFIDENTIALITY
Our clients’ industries are extremely competitive, and the maintenance of confidentiality with respect to our clients’ plans and data is critical. CELENT
rigorously applies internal confidentiality practices to protect the confidentiality of all client information.
Similarly, our industry is very competitive. We view our approaches and insights as proprietary and therefore look to our clients to protect our
interests in our proposals, presentations, methodologies, and analytical techniques. Under no circumstances should this material be shared with any
third party without the prior written consent of CELENT.
© CELENT
 Field Guide to Digital Distribution

TABLE OF CONTENTS

1. Executive Summary 4
2. Introduction 6
3. 12P Framework Refresher 9
4. Delivery Activities 13
5. Interaction Dimensions 24
6. Organizational Components 31
7. Path Forward 40

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Executive Summary

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 Field Guide to Digital Distribution

EXECUTIVE SUMMARY
• This report is a companion to The 12P Framework: • We conclude with three recommendations. First, we
Modeling the Digital Distribution of Insurance, which recommend sharing this report in order to educate
introduced the 12P Framework. employees, stimulate dialogue, and create a sense of
• The purpose of this report is to use real-world urgency around change.
examples to make the abstract concepts of the 12P • Second, we suggest thinking about improvements to
Framework more concrete and to stimulate action. digital distribution in a holistic fashion and avoiding the
• In a format inspired by wildlife field guides, we present temptation to plan improvements to all 12 Ps
a series of two-page profiles of companies “spotted in individually.
the wild” that exemplify digital distribution. • Finally, we encourage carriers that rely on traditional
• There is one company profile for each of the 12 Ps of independent agents to consider how carriers can be
the Distribution Mix, although in many cases we could better partners as agents attempt to evolve to survive
have chosen from several good examples. in a digital world.

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Introduction

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Introduction Field Guide to Digital Distribution

BACKGROUND
• In our recently published report, The 12P Framework: • The Field Guide to Digital Distribution (this report) is a
Modeling the Digital Distribution of Insurance, we took companion to The 12P Framework.
the position that the frameworks insurers use to aid in • The purpose of this report is first to address a problem
the development, planning, and execution of that is inherent in any framework, which is that it is
marketing strategy need to be modernized in response necessarily abstract and conceptual. This report
to the continuing digital disruption of our industry. intends to make concepts more concrete by providing
• In that report, we introduced the 12P Framework, real-life examples of them.
which was adapted from the well-known concepts of • The second purpose is to stimulate action. In the
the customer funnel and the marketing mix. Our author’s personal experience, showing examples of
framework modifies and extends these earlier models other companies—including competitors—can create a
to be better suited for the insurance industry and more stronger sense of engagement and alignment around
capable of handling the nuances of distribution in a new strategies.
digital era.

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Introduction Field Guide to Digital Distribution

ABOUT THE FIELD GUIDE

• The author was inspired by wildlife field guides, such as • We chose just a single company for each element, even
the Audubon Society’s Birds of North America. These though in many cases there were several exemplary
richly illustrated books helped millions of people learn companies from which to choose. The company we
about the colorful inhabitants of their own backyards. chose should not necessarily be viewed as the best,
• This report takes a similar approach, but we capture although in some cases it might be.
images of digital insurance distributors in the wild, • Much of the information in the report comes from
instead of birds, and analyze their behavior to better “sightings” in the wild of insurance agents and carriers.
understand concepts presented in the 12P Framework. We draw attention to their specific tactics, highlight
• For each element—each P—in the distribution mix, we interesting approaches, etc.
provide a two-page profile of a company “spotted in • In some cases, information also comes from additional
the wild” that exemplifies the element. sources, which are footnoted, or from Celent’s internal
• The profiles are organized into Delivery Activities, research.
Interaction Dimensions, and Organizational • This report is designed with larger typefaces to
Components, just as the 12P Framework itself is facilitate use in presentations. Bird graphics are
organized. scattered throughout for additional interest and to pay
homage to wildlife bird guides.

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12P Framework Refresher

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12P Framework Refresher Field Guide to Digital Distribution

OVERVIEW OF THE 12P FRAMEWORK

The framework contains a Value Funnel, Delivery Activities, Interaction Dimensions, and Organizational Components.

VALUE FUNNEL DELIVERY ACTIVITIES INTERACTION DIMENSIONS

Awareness Promotion
Person &
Place Presence
Property

Consideration Personalization

ORGANIZATIONAL COMPONENTS
Coverage Purchase

Processes Performers
Renewal Policy

Platforms Plexus
Fulfillment Performance

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12P Framework Refresher Field Guide to Digital Distribution

VALUE FUNNEL AND DELIVERY ACTIVITIES

VALUE FUNNEL DELIVERY ACTIVITIES • The Value Funnel describes the stages of
an individual’s journey in getting value
Awareness Promotion
from an insurer. Funnels are used as a
tool for tracking people as they move
Consideration Personalization from one stage to another. The goal is to
move (“convert”) as many customers as
possible to the bottom stages of the
Coverage Purchase funnel.
• Each funnel stage corresponds to a set of
Renewal Policy
actions defined within Delivery Activities.
They represents the primary (but not
only) ways that an insurer overcomes
Fulfillment Performance conversion obstacles in that stage.

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Path Forward

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Path Forward Field Guide to Digital Distribution

CLOSING THOUGHTS
We offer three recommendations for putting the Field Guide to use in your organization.

Share this report with colleagues and use it to stimulate • Think about the 12 Ps as complementary elements of a
dialogue. cohesive strategy, not individual levers to pull in
• This is an educational tool about the digital isolation from one another.
transformation of our industry. Use it to help
employees at all levels understand the implications for Think about how to enable your agents to be more
the company and how it may affect them personally. successful in a digital world.
• In the author’s experience, pointing to examples in the • While many of the examples in this report involve direct
real world—especially if they involve competitors—can writers and digital agents, there are lessons for carriers
create a sense of urgency around the need for change. that use traditional independent agents.
• To succeed in digital distribution, independent agents
Avoid a shotgun approach to managing change. will require new and different capabilities from their
• While there are 12 Ps in the Distribution Matrix, you carrier partners. Talk to your agents about what they
shouldn’t spin up 12 projects to improve them. need and want. Ask them which carriers are leaders and
which are laggards in their digital capabilities.

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Path Forward Field Guide to Digital Distribution

RELATED RESEARCH

The 12P Framework: Modeling the Digital Distribution of Insurance Toggle, A Farmers Company (March 2022)
(September 2022) https://www.celent.com/insights/255028014
https://www.celent.com/insights/546699217

Symetra Life Insurance Company: SwiftTerm (March 2022)

Digitally Reinventing Small Commercial Insurance: Business and https://www.celent.com/insights/310502579
Technology Trends (August 2022)
https://www.celent.com/insights/538709677
Digital Workers’ Compensation Insurance (March 2022)
https://www.celent.com/insights/646487650
The Tipping Point? The Race to Online Buying for Small Commercial
Insurance (July 2022)
https://www.celent.com/insights/385560154 Digitizing the Customer Experience: A New Framework (May 2018)
https://www.celent.com/insights/352591130

The Rise of Digital POS Platforms in Life Insurance (June 2022)

https://www.celent.com/insights/419073307

Insurance Carrier Mindsets on Digital Distribution (May 2022)

https://www.celent.com/insights/356646560

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Path Forward Field Guide to Digital Distribution

LEVERAGING CELENT’S EXPERTISE

Support for Financial Institutions Support for Vendors

Typical projects we support include: We provide services that help you refine your product and
Business practice evaluations. We spend time evaluating your service offerings. Examples include:
business processes and requirements. Based on our knowledge Product and service strategy evaluation. We help you assess
of the market, we identify potential process or technology your market position in terms of functionality, technology, and
constraints and provide clear insights that will help you services. Our strategy workshops will help you target the right
implement industry best practices. customers and map your offerings to their needs.
IT and business strategy creation. We collect perspectives from Market messaging and collateral review. Based on our
your executive team, your front line business and IT staff, and extensive experience with your potential clients, we assess
your customers. We then analyze your current position, your marketing and sales materials—including your website
institutional capabilities, and technology against your goals. If and any collateral.
necessary, we help you reformulate your technology and
business plans to address short-term and long-term needs.
Vendor short listing and selection. We perform discovery specific
to you and your business to better understand your unique
needs. We then create and administer a custom RFI to selected
vendors to assist you in making rapid and accurate vendor
choices.

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 Field Guide to Digital Distribution
For more information please contact Celent at [email protected] or

Rob Norris [email protected]

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+55 11 5501 1100 +55 11 5501 1100

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 Field Guide to Digital Distribution

COPYRIGHT NOTICE

Copyright 2022 Celent, a division of Oliver Wyman, Inc., which is a wholly owned subsidiary of This report is not a substitute for tailored professional advice on how a specific financial
Marsh & McLennan Companies [NYSE: MMC]. All rights reserved. institution should execute its strategy. This report is not investment advice and should not be
relied on for such advice or as a substitute for consultation with professional accountants, tax,
This report may not be reproduced, copied or redistributed, in whole or in part, in any form or by legal or financial advisers.
any means, without the written permission of Celent, a division of Oliver Wyman (“Celent”) and
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copyright owners of the content in this report. Any third party content in this report has been to be reliable but has not been verified, and no warranty is given as to the accuracy of such
included by Celent with the permission of the relevant content owner. Any use of this report by information. Public information and industry and statistical data, are from sources we deem to
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12P Framework Refresher Field Guide to Digital Distribution

DISTRIBUTION MIX
• The Delivery Activities describe
sets of actions involved in the The 12 Ps of the Distribution Mix
distribution of insurance. DELIVERY ACTIVITIES INTERACTION DIMENSIONS

• The Interaction Dimensions Promotion

describe the manner in which Person &
Place Presence
Property
the insurer interacts with the
customer. Personalization

• The Organizational Components

ORGANIZATIONAL COMPONENTS
describe the resources that Purchase
enable Delivery Activities and
Interaction Dimensions to be Processes Performers
carried out. Policy
• Together, they form the
Distribution Mix, a set of Performance
Platforms Plexus
ingredients blended to form a
cohesive distribution strategy.

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Delivery ACTIVITIEs

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Delivery Activities Field Guide to Digital Distribution

PROMOTION: JERRY
Jerry is intentional in its efforts to win the battle of
organic search results in personal auto insurance.

• Insurance buying journeys often start with web searches,

where competition is fierce for agents and carriers to
appear near the top of search results.
• The high cost of search advertisements makes buying
one’s way to the top an unsustainable strategy.
• Jerry strives to be first among organic (free) results,
especially for more specific kinds of search terms (e.g.,
“Hyundai insurance”).
• A star rating is included in the search result snippet as
social proof that hopefully will persuade the customer to
click on Jerry and not competing insurance providers.

Source: Jerry. “Jerry Official Site: Compare & Buy Car Insurance.” Accessed September 15, 2022. https://getjerry.com. Bird image by pch.vector on Freepik.com

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Delivery Activities Field Guide to Digital Distribution

PROMOTION: JERRY (CONTINUED)

It takes a lot of work—and a lot of content—to be
successful in search.

• Jerry maintains an insurance-related content hub

for each make and model of automobile, providing
a variety of specific facts and figures.
• Jerry has written similar content hubs to provide
insurance data about each state in the US.
• These content hubs build topical authority so that
Jerry ranks highly in search engine results.

Source: Jerry. “Jerry Official Site: Compare & Buy Car Insurance.” Accessed September 15, 2022. https://getjerry.com.

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Delivery Activities Field Guide to Digital Distribution

PERSONALIZATION: TOGGLE
Celent recognized this innovation insurer—initially a
skunkworks project within Farmers Insurance—as Model
Insurer of the Year for its Personalization approach.
• Farmers wanted to target the market of young
insurance buyers—many of whom lack awareness
of the need for insurance—with an insurance
product that would be “much more digitally
founded, personalized, and direct.”
• Toggle asks for a bare minimum of information to
produce a renters or auto quote—not much more
than a name, address, and birthdate. The rest
comes from third party data sources.
• Toggle can provide an apples-to-apples comparison
with the customer’s existing auto policy, a capability
Toggle says is industry leading.

Source: Rob Norris. “Toggle, a Farmers Company | Celent.” March 16, 2022. https://www.celent.com/insights/255028014 Bird image by pch.vector on Freepik.com

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Delivery Activities Field Guide to Digital Distribution

PERSONALIZATION: TOGGLE (CONTINUED)

Toggle makes it easy for customers to personalize their
insurance, with options tailored for its market segment.

• Toggle’s offers a variety of add-on coverages such

as “Pet Passenger” and “Side Hustle” options.
• Toggle also offers a carbon offset to the customer’s
miles driven as well as the insurance company’s
emissions, extending Personalization to include
aligning with the customer’s beliefs.
• Toggle’s approach to Personalization is simple and
elegant. Slider controls and toggle switches enable
the customer to adjust coverage options, with the
monthly premium amount adjusted instantly.

Source: Rob Norris. “Toggle, a Farmers Company | Celent.” March 16, 2022. https://www.celent.com/insights/255028014

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Delivery Activities Field Guide to Digital Distribution

PURCHASE: THREE
Small business insurer Three is highly focused on breaking
down barriers to purchase.

• Three is Berkshire Hathaway’s second digital direct

startup serving small businesses.
• The company name refers to the number of pages
in the policy, with simplified descriptions of
coverages, exclusions, etc.
• Three provides a convenient package of
coverages—property, liability, workers’ comp,
automobile, and cyber.

Source: Three Insurance. “Jargon-free small business insurance – THREE by Berkshire Hathaway.” Accessed September 15, 2022. https://threeinsurance.com. Bird image by pch.vector on Freepik.com

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Delivery Activities Field Guide to Digital Distribution

PURCHASE: THREE (CONTINUED)

Three has engineered a quick and efficient Purchase
process.

• A simplified set of questions is smartly organized

into sections. Combined coverages make it easier to
avoid redundant questions.
• Three allows a potential customer to save an
application in progress and return to finish it later.
• A crisp, no-nonsense user interface designed for
mobile enhances the experience and conveys
professionalism.

Source: Three Insurance. “Jargon-free small business insurance – THREE by Berkshire Hathaway.” Accessed September 15, 2022. https://threeinsurance.com.

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Delivery Activities Field Guide to Digital Distribution

POLICY: NEXT INSURANCE

Direct insurer Next makes certificates of insurance feel
like social networking.

• For many small businesses, proof of coverage can

feel as important as the coverage itself, especially
since many businesses go for years without filing a
claim.
• Proof of coverage, in the form of a certificate of
insurance, is often necessary to rent space, enter
into contracts, or walk onto job sites. Quick and
easy access to certificates can be a game changer
that leads to higher renewal rates.
• Next offers “live” online certificates with features
not available from paper forms.

Source: Next Insurance. “Next Insurance on the App Store.” Accessed September 15, 2022. https://apps.apple.com/us/app/next-insurance/id1580721755. Bird image by pch.vector on Freepik.com

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Delivery Activities Field Guide to Digital Distribution

POLICY: NEXT INSURANCE (CONTINUED)

Next uses a social networking paradigm for managing
certificates.

• A Next customer can receive “follower” requests

from other businesses that need proof of the
customer’s coverage.
• Once granted, followers show up on a list always
available to the customer.
• The customer can revoke certificates at any time.
• Next no doubt enjoys process efficiencies from this
paradigm while delivering greater value to the
customer.

Source: Next Insurance. “Next Insurance on the App Store.” Accessed September 15, 2022. https://apps.apple.com/us/app/next-insurance/id1580721755.

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Delivery Activities Field Guide to Digital Distribution

PERFORMANCE: HIPPO
Hippo goes far beyond fulfilment of the basic promise of
insurance.

• Homeowners who go for years without a claim can

feel they get little value in return for premiums
paid.
• Hippo aims to change that by delivering on an
enhanced promise—to avoid accidents, not just pay
for those that occur.
• Hippo also provide enhance coverage for exposures
like household help and home office equipment.
This helps avoid unpleasant surprises when
common accidents occur.

Source: Hippo Insurance Services. “Homeowners Insurance – Get a Quote in 60 Seconds – Hippo.” Accessed September 15, 2022. https://www.hippo.com. Bird image by pch.vector on Freepik.com

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Delivery Activities Field Guide to Digital Distribution

PERFORMANCE: HIPPO (CONTINUED)

Hippo exemplifies Performance by helping customers maintain
high-performance homes.

• Hippo provides home monitoring and security

devices, such as leak sensors and smoke alarms.
• Hippo also provides “home health checkups” and
troubleshooting services.
• Of course, a safer home should translate into lower
losses and thus better profitability for Hippo if it can
deliver this value cost-effectively.
• In the long run, there may be opportunities to use
data from devices and sensors to enable
underwriting and pricing advantages.

Source: Hippo Insurance Services. “Homeowners Insurance – Get a Quote in 60 Seconds – Hippo.” Accessed September 15, 2022. https://www.hippo.com.

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INTERACTION DIMENSIONs

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Interaction Dimensions Field Guide to Digital Distribution

PERSON & PROPERTY: STATE FARM

State Farm’s Drive Safe & Save is an example of telematics
changing the relationship between an insurer, the customer,
and insured objects.
• Drive Safe & Save uses an app on the driver’s
mobile phone in combination with a small telematic
device that stays in the car to collect data on trips
and driving behavior.
• Customers get an immediate discount, with further
savings possible at renewal.
• The app displays data about each trip, evaluating
the driver’s behavior in categories such as
acceleration, braking, and cornering.

Source: State Farm Mutual Automobile Insurance Company. “Drive Safe & Save on the App Store.” Accessed September 15, 2022. https://apps.apple.com/us/app/drive-safe-save/id1043246998 Bird image by pch.vector on Freepik.com

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Interaction Dimensions Field Guide to Digital Distribution

PERSON & PROPERTY: STATE FARM (CONTINUED)

State Farm’s approach successfully deals with the
nuances of Person & Property.

• Drive Safe & Save uses an app on the driver’s

mobile phone in combination with a small telematic
device that stays in the car.
• This dual-device approach enables detection of
distracted driving.
• The mobile app shows a history of trips.
• State Farm allows the customer to correct errors in
trip data.

Source: State Farm Mutual Automobile Insurance Company. “Drive Safe & Save on the App Store.” Accessed September 15, 2022. https://apps.apple.com/us/app/drive-safe-save/id1043246998 Bird image by pch.vector on Freepik.com

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Interaction Dimensions Field Guide to Digital Distribution

PLACE: COVER GENIUS

Cover Genius powers embedded insurance experiences
for numerous consumer brands worldwide.

• Cover Genius provides the technology that enables

a variety of non-insurance consumer brands to offer
insurance in conjunction with their own products.
• Ryanair, for example, offers travel insurance as an
add-on product during the purchase of a flight.
• Cover Genius’s approach epitomizes embedded
insurance by seamlessly integrating into the buying
experience of the consumer product.
• In contrast, some quasi-embedded models are
merely marketing partnerships that loosely connect
a consumer brand with an insurance website.

Sources: Cover Genius. “Cover Genius | The Insurtech for Embedded Insurance.” Accessed September 15, 2022.
https://covergenius.com.
Ryanair. “Official Ryanair website | Cheap flights in Europe | Ryanair.” Accessed September 15, 2022. https://www.ryanair.com. Bird image by pch.vector on Freepik.com

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Interaction Dimensions Field Guide to Digital Distribution

PLACE: COVER GENIUS (CONTINUED)

Cover Genius, as an agent and tech company, exemplifies a new
breed of embedded insurance as a service (EIaaS) providers.

• Underneath the covers is a software platform called

Xcover that Cover Genius says can be used to
delivery any kind of insurance.
• XCover also acts as an agent, licensed across the US
and around the world.
• Cover Genius’s embedded capabilities extend to
claims. APIs enable reporting and resolution of
losses, with payment options that include store
credits or refunds to a credit card.

Sources: Cover Genius. “Cover Genius | The Insurtech for Embedded Insurance.” Accessed September 15, 2022. https://covergenius.com.

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Interaction Dimensions Field Guide to Digital Distribution

PRESENCE: LEMONADE
Lemonade is the exemplar of feel-good insurance,
attempting to maximize trust and social impact.

• Artfully drawn cartoon graphics of people, animals,

and food convey a sense of simplicity.
• Subtle animations, like a tapping foot and a wagging
tail, give the website warmth and life.
• Lemonade’s commitment to give “leftover” money
to social causes is a distinctive Presence approach
designed to align to the values of younger
consumers who are often distrustful of the
insurance industry.

Source: Lemonade. “Lemonade: An Insurance Company Built for the 21st Century.” Accessed September 15, 2022.
https://lemonade.com.
Lemonade. “Form 10-K Annual Report Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934
For the fiscal year ended December 31, 2020.” Accessed September 15, 2022. https://sec.report/Document/0001691421-21-000024 Bird image by pch.vector on Freepik.com

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Interaction Dimensions Field Guide to Digital Distribution

PRESENCE: LEMONADE (CONTINUED)

Lemonade’s whimsical elements are part of a serious effort
to become “the world’s most loved insurance company.”

• Lemonade makes its automated chatbot more

human by giving it a name and a face.
• For pet insurance quotes, Maya asks for the name
of the pet, issues a greeting to the pet, and allows
the customer to respond with an on-screen woof or
meow.
• “Playful bots” are the result of an intentional
strategy for its Presence to feel intuitive and fun for
younger, digitally native insurance consumers.

Source: Lemonade. “Lemonade: An Insurance Company Built for the 21st Century.” Accessed September 15, 2022.
https://lemonade.com.
Lemonade. “Form 10-K Annual Report Pursuant to Section 13 or 15(d) of the Securities Exchange Act of 1934
For the fiscal year ended December 31, 2020.” Accessed September 15, 2022. https://sec.report/Document/0001691421-21-000024

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Organizational Components

Bird image by pch.vector on Freepik.com

Organizational Components Field Guide to Digital Distribution

PROCESSES: PINNACOL ASSURANCE

A leading workers’ compensation insurer has created
sustained advantages by focusing on Processes.

• In 2015, Pinnacol embarked on a multi-year cultural

transformation around the principles of Lean and
the Toyota Way.
• Pinnacol touts Process excellence alongside digital
tools and analytics as keys to transforming its
interactions with customers and enabling years of
rate reductions, general dividend payments, and
net promoter scores in the 60s.
• Pinnacol’s focus on Processes and the way work is
done permeates its entire distribution strategy.

Source: Pinnacol.com. “Pinnacol Annual Report 2017 | Pinnacol.” Accessed September 12, 2022.
https://www.pinnacol.com/annual-reports/2017. Bird image by pch.vector on Freepik.com
Bird image by pch.vector on Freepik.com
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PROCESSES: PINNACOL ASSURANCE (CONTINUED)

Pinnacol puts its employees in the driver’s seat when it
comes to continuous improvement.

• Pinnacol strives to standardize business processes

as a precursor to their continuous improvement.
• Pinnacol makes use of visual management tools
that enable employees to see real-time metrics on
operating performance.
• Each team holds daily standup meetings where all
members review operating performance, identify
problems, and propose countermeasures.
• Regular cross-team meetings are held to monitor
value streams and provide funnel visibility.

Photo by GSA

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PLATFORMS: CLEARCOVER
Tech-first auto insurer Clearcover uses a modern,
distributed architecture of best-of-breed platforms.

• Clearcover uses a variety of modern technology

platforms and services to power a digital auto
insurance experience.
• For example, Clearcover partnered with Snapsheet
to develop its Clear Claims platform, which
automates claims processes while enhancing
customer engagement.
• The company uses a modern analytics foundation,
including Tableau, Snowflake, Monte Carlo, and
Prefect.

Sources: Snapsheet. “Snapsheet Drives Digital Payments for Clearcover Claimants and Vendors.” June 15, 2020.
https://snapsheetclaims.com/snapsheet-drives-digital-payments-for-clearcover-claimants-and-vendors/.
Clearcover. “Efficient CI/CD for dbt, Clearcover.” July 2, 2020. https://www.youtube.com/watch?v=0oyS6lK0u84. Bird image by pch.vector on Freepik.com

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PLATFORMS: CLEARCOVER (CONTINUED)

Software-as-a-service providers support key business
processes, such as print/mail and customer service.
Coverage when roommate
drives car
• Lob provides “direct mail as a service,” reducing
complex printing and mailing processes into simple
API calls.
• Lob enables Clearcover to comply with regulations
for paper notices without deviating from its focus
on building its own technological innovations.
• Zendesk enables proactive customer service
management across a variety of communication
channels.
I have a new roommate and I need to
know whether I’m covered when she
drives my car now and then.

Sources: Lob. “Lob & Clearcover.” Accessed September 15, 2022. https://www.lob.com/case-studies/clearcover-
direct-mail-automation
Zendesk. “Zendesk Customer Service Software & Sales CRM | Best in 2022.”
Illustrative—not an actual Clearcover support case.

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PERFORMERS: CAKE INSURE

An ensemble cast of Performers helped this digital MGA
achieve outstanding results and win a Model Insurer award.

• The customer is the star of the show as Cake leads

with a do-it-yourself brand and user experience.
• An AI-driven robot helps the customer self-classify
their business based on the customer’s plain
language description of operations.
• When they’re not helping customers, Cake’s
underwriters are robot trainers, helping fine-tune
its performance.

Source: Cake Insure. “Buy Colorado Workers’ Comp Insurance Online | Cake.” Accessed September 15, 2022. https://cakeinsure.com. Bird image by pch.vector on Freepik.com

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PERFORMERS: CAKE INSURE (CONTINUED)

A key to Cake’s success is blending digital and human
experiences.

• Customers can confirm suggested classifications or

request a do-over.
• Lighthearted instructions make the robot seem
more human.
• A supporting cast of licensed producers trained as
underwriters is available to respond to requests for
assistance.
• Omni-channel capabilities—including voice, email,
and chat—bridge the gap between digital and
human-assisted journeys.

Source: Cake Insure. “Buy Colorado Workers’ Comp Insurance Online | Cake.” Accessed September 15, 2022. https://cakeinsure.com. Bird image by pch.vector on Freepik.com

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PLEXUS: CHUBB
An insurance giant epitomizes the power of the Plexus
with its Chubb Studio initiative for embedded insurance.

• Chubb Studio enables non-insurance brands to

embed Chubb’s insurance products into their
consumer experiences.
• According to its press release, “Chubb handles the
insurance stuff such as underwriting and claims that
is then digitally wrapped by Chubb Studio, allowing
partners to rapidly deploy insurance solutions to
their customer base.”
• Insurance products include personal accident,
supplemental health, mobile phone, travel, and
small business coverages.
Sources: Chubb. “ChubbStudio.” Accessed September 15, 2022. https://studio.chubb.com.
Chubb Corporate Newsroom. September 9, 2022. Chubb Launches Chubb Studio(SM), Simplifying Digital Partner
Integration. https://news.chubb.com/2020-09-09-Chubb-Launches-Chubb-Studio-SM-Simplifying-Digital-Partner-
Integration.
Bird image by pch.vector on Freepik.com

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PLEXUS: CHUBB (CONTINUED)

Chubb demonstrates that a strong Plexus play may
involve several integration approaches.

• A robust set of APIs provide maximum control for

partners to tailor processes and customer
experiences.
• On the other hand, Chubb provides widgets to
accelerate development efforts and get a partner
up and running.
• Customizable microsites provide the fastest path to
white-labeling an insurance experience.
• Chubb Studio’s optionality shows how carriers can
approach the Plexus as an area to create future
competitive advantages.

Source: Chubb. “ChubbStudio.” Accessed September 15, 2022. https://studio.chubb.com

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