PLATFORMIZATION OF THE INSURANCE BUSINESS AS A TOOL FOR IMPROVING INSURANCE MANAGEMENT IN UKRAINE

Abstract

In the current conditions of digital transformation of the economy, platformization is becoming a key trend in the development of the insurance business. Platformization is the process of insurance companies transitioning to the use of digital platforms that integrate services, client interaction, analytics and management in a single digital environment. It contributes to increasing the efficiency of insurance management, which is critically important for the development of the industry in Ukraine. The article is devoted to the platformization of the insurance business, which is becoming a key factor in increasing the efficiency of the internal control system in the conditions of digital transformation. Modern digital platforms allow insurance companies to automate the processes of concluding contracts, calculating risks, paying insurance claims, as well as improving customer service through chatbots, mobile applications and online offices. In addition, platforms provide integration with banks, electronic identification services and state registers, which opens up new opportunities for the development of insurance products and their personalization. In the insurance management system, platforms act not only as a technical tool, but also as a strategic resource. They allow for data-driven management decisions, transparency of operations, and real-time risk control. This is especially important for the Ukrainian market, which is undergoing a stage of adaptation to new challenges and international standards. Thus, the introduction of digital technologies allows insurance companies to improve and accelerate the processes of issuing insurance policies. Online platforms and electronic documents simplify the process of issuing policies and allow customers to independently choose and pay for the necessary types of insurance without leaving their homes. In general, the platformization of the insurance business in Ukraine is an important stage in the development of the industry, which opens up new horizons for insurers and consumers. It requires a comprehensive approach, including technological innovation, adaptation to the changing regulatory environment, and a focus on customer needs.