IMPROVING THE CHANNELS OF IMPLEMENTATION OF INSURANCE SERVICES IN THE ERA OF DIGITAL INNOVATIONS

Abstract

страхові послугиThe article is devoted to modern approaches to the improvement of channels for the implementation of insurance services in the context of the era of digital innovations. The current state of functioning of insurance brokerage in Ukraine is considered, in particular, the dynamics of the number of insurance and reinsurance contracts concluded, the amounts of their commission fees are presented. The role and importance of insurance intermediaries, who act as key players in the market, helping in the selection of optimal insurance solutions and providing advisory support, which becomes especially relevant in the conditions of constant innovation, is highlighted. The influence of the latest technological advances on the insurance market was analyzed, the potential opportunities and challenges that these changes bring for insurance companies and their clients were assessed. Focused on the need to integrate digital and traditional sales channels in order to create adaptive and efficient systems that would ensure a high level of customer satisfaction and promote business growth. The importance of a deep understanding of the new digital reality and the need to balance between innovative and traditional approaches in insurance activity were emphasized. Emphasis is also placed on the importance of ensuring data security in the digital space, which requires insurance companies to implement highly effective systems for protecting information and customer privacy, which will not only strengthen consumer trust, but also contribute to the creation of sustainable and reliable insurance products. The prospects of using big data and analytics to improve the quality of insurance services and develop new products that meet the needs of the market are considered. Integrating these innovations allows insurers to predict risks more accurately and develop more flexible insurance products that meet specific customer needs. It has been established that the development of interactive digital platforms provides clients with greater accessibility and convenience in choosing insurance services, contributing to increasing their satisfaction and loyalty. Attention is focused on the development of complex digital strategies by insurance companies, which include improving customer service, optimizing internal operations and attracting new technologies for effective work in the market. Such strategies should be flexible and able to quickly adapt to constantly changing market conditions and customer requirements.