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Digital Fitness Model in Insurance

The digital revolution is having an immediate and wide-ranging impact on how insurers do business. Consumers want faster service across a range of platforms, and they want products that are tailored to their individual needs and preferences. To keep up with those demands, insurers need to embrace a forward-looking, customer-centric business model that provides customers with anytime, anywhere access to services.

However, they can’t just leap into a digital future. They first need to review their existing digital strategies and learn how to create the most value from current and emerging digital technologies.

The digital fitness model is an approach that helps insurers get a clear picture of their strengths and gaps in 22 key capabilities, which are centered around five pillars:

Customer Centricity

  • Digital marketing

  • Intuitive, on-the-go access

  • Channel consistency

  • Customer profiling

  • Personalized offerings and pricing

Operational Excellence

  • Process orchestration

  • Straight-through processing

  • Operational performance monitoring

  • Componentized product model


  • Effective innovation process

  • Innovation partnerships

  • Customer cocreation

  • Fully integrated digital services


  • Real-time insight from rich, dynamic data

  • Dynamic plug-and-play sourcing

  • Flexible infrastructure and architecture

  • Third-party integration

  • Digital security and privacy

Employee Culture

  • Cross-functional collaboration

  • Decentralized decision-making

  • Test, learn, and share culture

  • Steering of a flexible organization

Based on the information they discover during the digital fitness assessment, insurers can take steps toward building more competitive digital business models.

A Customer-Centric Digital Business Model Starts Here

Diagnose Digital Health

Create a Strategic Vision

Build a Transformation Roadmap

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