Insurers should introduce Amazon style ‘one-click buying’

Insurers should introduce Amazon style ‘one-click buying’, according to Aviva’s chief digital officer.

Insurers should introduce Amazon style ‘one-click buying’, according to Aviva’s chief digital officer.

Speaking at the Post Digital Insurance Collective, Andrew Brem stressed the importance of insurers making steps to bring the industry into the digital age. Brem said that insurers need to become more like Amazon and make buying a far more straight-forward process.

Bream said: "I find it really painful sometimes that I fill in a questionnaire, click and then get my quote, before I even make a decision about whether I will accept it or not. Contrast that to Amazon one click buying."

He added: “We should make life interesting for (consumers) by figuring out who they are and putting the product on the shelf with their names on it. For me that is our version of one click buying. And I think that would need a massive mind shift that is a long way from where we are today.”

Brem also went on to suggest that insurers need to encourage consumers to become more digitally focused when it comes to purchasing insurance policies. “I think you need to give people a shove, and to do that you need to make the digital experience truly brilliant and you have to give them a shove or an incentive, because people are massive creatures of habit and pick up the phone.”