Redefining Customer Experience (CX) in Insurance: Intelligent Journeys, Embedded AI, and Experience-Led Value Realization

Customer Experience (CX) has emerged as a key differentiator for insurers facing rising customer expectations, intensified competition from InsurTechs, and tighter regulatory scrutiny. To build lasting value and loyalty, leading insurers across both Life and Annuities (L&A) and Property and Casualty (P&C) lines are transforming their operations around personalized, empathetic, and seamlessly orchestrated customer journeys. By delivering consistent, emotionally intelligent, and real-time engagement across key touchpoints, such as onboarding, claims, renewals, and servicing, insurers are not only elevating satisfaction but also unlocking greater agility and long-term growth.

This report outlines how insurers are embracing intelligent journey design, embedded AI, and digitally enabled BPS partnerships to elevate CX delivery. It details key transformation imperatives including agentic AI, outcome-linked service models, and front-to-back office integration.