Evija Matveja: both customers and employees must be at the centre of insurance innovations

According to McKinsey's Global Insurance Report 2025, three factors will determine growth in the insurance industry over the next decade: technology, data use, and the ability to develop innovations. Competition is fierce – industry players who are already investing in artificial intelligence, automation, and data strategies are rapidly increasing efficiency and customer loyalty by personalizing offers, facilitating and simplifying the policy purchase process, processing claims in real time, and providing individualized customer service. However, when introducing innovations, it is important not to lose balance by taking care not only of the customer's experience, but also that of the employee, creating solutions that are convenient, clear, and effective for both parties. 

The insurance industry has changed significantly over the last decade – we used to print policies and always carry them with us, going to customer service centres to submit claims. Now everything is available on our phones, and thanks to the DriveX solution, we can also take out comprehensive insurance policies remotely and submit claims in just 21 seconds. 

Digitalization and innovation are driving this industry, and it is apparent that technology will dominate insurance in the future. However, not just technology that automates processes, but technology that truly considers human needs and habits. In other words, innovation in this industry means not only faster systems that quickly process claims, but also smarter insurance that is understandable to every customer – insurance that can provide support when disaster strikes. That is why, when introducing new technologies and artificial intelligence solutions, it is important not to lose the balance between efficiency and people's real needs. 

In BTA's experience, in July last year, 39% of claims were submitted digitally, using the company's website or mobile app. Currently, BTA claims submitted via digital channels already account for 64% – a significant increase in just over a year, clearly demonstrating that people appreciate the speed and convenience that technology provides. At the same time, it should be remembered that digital literacy and skills vary greatly between generations – while for younger generations, filing claims digitally and keeping all insurance policies in one place seems self-evident, for part of society, especially seniors, it is still a novelty that they are continuing to learn. 

Therefore, innovation cannot be a goal, forgetting the needs of certain groups in society and generally rejecting human contact. That is why we still intentionally maintain call centres and in-person service, ensuring that everyone, regardless of age or digital skills, receives high-quality and understandable support. Innovation is only valuable if it helps people feel more secure, not alienated. 

At the same time, I cannot deny that technology, especially artificial intelligence, has given us tremendous additional power, helping us to quickly process claims, simplify insurance policy terms and conditions, and prepare personalized offers. We have already included an algorithm in our mobile app that predicts which insurance products a customer needs – by analysing a person's habits to date, we provide a personalized approach and are able to offer solutions that are relevant to that particular customer. 

Improving the customer experience, simplification, and a personalized approach are the main reasons why we created the first virtual assistant in the health insurance segment in the Baltics – the BTA chatbot named Laura. This solution provides a personalized approach to working with each customer, guiding them step by step through the claims process, explaining the available services, limits, and insurance industry terminology in human language. As a result, there is less confusion and fewer mistakes in the claims process, and many customers feel more comfortable and secure discussing sensitive topics such as healthcare with Laura. It is a unique and personalized experience that we can provide through the direct presence of technology – the ability to communicate in the most convenient way and at the most convenient time. 

Overall, even the most powerful technological innovation loses its meaning if people feel lost in it. That is why insurance companies must focus not only on improving the customer experience, but also on their internal customers, i.e., their employees. It is very important to us that our specialists, who work with innovations and new solutions on a daily basis, find them easy to understand and use – we are creating unified internal document circulation and processing systems that allow all our employees to work equally successfully and efficiently. 

It must be admitted that insurers in the Baltics tend to lose this balance – often the customer is put first, which is right, but it is forgotten that the company's own employees must work with the innovations created for the customer. That is why our strategy and development also focus on improving the knowledge and skills of our employees. With the introduction of innovation and artificial intelligence solutions, work in the insurance industry is no longer simply about data entry and claims processing, so we make sure to develop our employees' digital skills and analytical abilities, promote their expertise, and generally increase their competitiveness. Only by investing in our employees can we ensure that we provide our customers with the best and most convenient experience possible. 

Technology works best when it is accompanied by people – skilful and understanding specialists who are able to adapt to the customer's situation, analyse and evaluate their habits, and listen to their needs. In other words, when introducing innovations in the field of insurance, alongside modern technological solutions, it is essential to have an organizational culture that listens to people – employees, customer stories, everyday problems. It is precisely this balance between technology and people, employees and customers, that makes innovation sustainable – both today and in the long term.