When modern insurtech meets decades of industry experience, the result should be innovation–yet too often, it’s misunderstanding.
While insurtech companies bring incredible solutions to age-old problems, many struggle to gain traction with traditional insurance professionals who have built successful careers on time-tested methods. The challenge isn’t just technological–it’s fundamentally about communication and trust.
Understanding the Traditional Mindset
Insurance “traditionalists” aren’t resistant to change because they’re stubborn or outdated. They’re cautious because they understand the weight of their responsibilities. When someone’s financial security, business continuity, or family’s future depends on your recommendations, it can feel risky to sign-on for a significant departure from proven methods.
Traditional insurance professionals have witnessed numerous “game-changing” technologies that promised to revolutionize the industry but ultimately fell short. Remember the early wave of customer self-service portals in the 2010s that promised to slash service costs but mostly left clients frustrated and agents scrambling to fix issues? The industry has learned the hard way that stability, reliability, and personal relationships often matter more than cutting-edge features–and insurtechs need to understand this perspective when working to build meaningful partnerships.
Lead with Value, Not Innovation
The biggest communication mistake insurtechs make is leading with technology rather than outcomes. Traditional insurance folks don’t really care about AI algorithms or blockchain infrastructure. They care about solving real problems for their clients.
Instead of saying, “Our machine learning platform processes thousands of data points,” try, “We help you identify coverage gaps 40% faster, so you can protect your clients more thoroughly while spending more time building relationships.” The technology becomes the enabler, not the headline.
Focus your messaging on familiar pain points, like reducing processing time, improving accuracy, enhancing customer service, and increasing profitability. These concerns speak directly to what keeps insurance professionals awake at night.
Speak Their Language
Insurance has its own vocabulary, built over decades of industry evolution. Respect this language rather than trying to replace it with tech terminology. When introducing new concepts, bridge them with familiar analogies. Instead of discussing “API integrations,” talk about making daily workflows more efficient. Show respect for industry knowledge while demonstrating how your solution fits into existing processes.
Provide Evidence and Social Proof
Traditional insurance professionals make decisions based on evidence, not promises. They want to see proof that your solution works in real-world scenarios, preferably with companies similar to theirs. Develop case studies that focus on measurable outcomes (rather than technical achievements). Share specific metrics, like “Reduced claim processing time by 35%” or “Increased policy renewal rates by 12%.” Include testimonials and consider offering pilot programs or limited trials.
Build Relationships, Not Just Transactions
The insurance industry runs on relationships built over years of consistent service and trust. Insurtechs that try to rush this process often find themselves hitting invisible walls. Invest time in understanding your prospects’ businesses beyond just their technology needs. Attend industry conferences, join local insurance associations, and engage in conversations that aren’t directly related to your product.
Show genuine interest in industry challenges and contribute valuable insights to discussions.
Address Concerns Proactively
Legacy market professionals have legitimate concerns about new technology: data security, regulatory compliance, system reliability, and support quality, to name a few. Address these concerns head-on rather than dismissing them as outdated thinking. Showcase info about your security protocols, compliance measures, disaster recovery plans, and tech support. Highlight your commitment to regulatory requirements. Show how your solution enhances their fiduciary responsibilities.
The Bridge to Tomorrow
Successfully communicating with traditional insurance audiences requires empathy, patience, and genuine respect for industry expertise. The goal isn’t to convert traditionalists into tech enthusiasts but to help them see how thoughtful innovation can enhance their existing strengths.
Nevins is the founder and co-CEO of Direct Connection Advertising & Marketing. She manages the company and is heavily involved in strategy and planning for the agency’s clients. Website: directconnectionusa.com.
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