Insurtech Brasil 2022: Market should focus on personalizing distribution channels

EXCLUSIVE – With the pandemic, the consumer started to value digital channels even more. During the presentation “The impact of digital channels on the evolution of the insurance market”, at Insurtech Brasil 2022, which took place yesterday, June 21, Porto executives talked about online distribution means. Felipe Milagres, Customer Service director; and Orjanio Jorge, superintendent of Auto Operations and Technology at the insurance company. Fabiano Cavinatti, head of Sales and Business at Zenvia in Brazil, moderated the panel.

To meet the demands of policyholders, Porto invested in expanding its digital service channels. “We have undergone a major transformation in the last two years. When we look at the insurance market, consumer behavior has changed a lot, which has accelerated the communication of companies in the sector. The company’s digital acceleration is due to a strategy that was developed before the pandemic. We were lucky to anticipate this movement, which made it easier when our employees started working from home,” said Milagres.

According to Jorge, the pandemic accelerated the implementation of innovation in auto insurance. “Our biggest challenge in Automobile is that we need to make online services available to the customer, letting them choose how they want to be served. We always tirelessly seek self service and self service. We want to offer our customers and partners a differentiated experience”.

According to Milagres, the great digital challenge for the insurance sector is to generate engagement. “At Porto, we implemented Whatsapp with human assistance and gradually built the bot. This whole strategy combines the expectation of the customer, who seeks a resolution, with which channel is ideal for each type of problem. The capillarity of channels is important and we need to respect the customer’s decision”.

The executive also pointed out that many companies focused on the distribution channel during the pandemic, but now is the time that these companies must work on personalizing these channels. “We are implementing a project to bring a simpler and more digital tool to the end, allowing Porto’s partner broker to work less with operational processes”.

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