How Poles buy insurance: survey

As many as 66 percent of Poles still buy insurance in the traditional channel. 27 percent of them look for policy information only on the internet, and 35 percent contact the agent and check the offer online. The first reason to buy insurance from an agent is personal relationships, and when buying online – convenience. The average respondent has 2.6 policies, most often from various insurance companies. These are some conclusions from the EY study "How do Poles buy insurance?".

The survey conducted by EY showed that 38 percent of customers use only traditional channels to search for the right policy, 27 percent use only digital channels for this, and 35 percent combine both.

“An interesting phenomenon, which was shown by the EY survey, is the fact that among customers looking for information both in the traditional channel and online, only 37 percent decide to close the sale on the web. This is an important conclusion for insurance companies. Despite the fact that your sales are based on agents, you should also take care of positioning your offer on the Internet. We must also remember that the situation caused by the isolation associated with COVID-19 can accelerate the transfer of customers from traditional channels to remote ones,” Wojciech Soleniec, EY partner, Technology Consulting Leader, said.

The survey was conducted in March 2020 on a representative sample of 1,755 people with 2,882 insurance policies. The study was conducted on the basis of electronically completed surveys (CAWI - computer assisted web interview).

(WBJ)