
New product insurance solutions are revolutionizing the way insurers and startups approach risk management. This shift is driven by the increasing demand for coverage in emerging industries such as e-commerce and fintech.
Insurance companies can now offer tailored policies that address the unique risks associated with new products, giving them a competitive edge in the market. For instance, a startup developing a new type of wearable device can be offered a policy that covers product liability and intellectual property infringement.
Startups can benefit from new product insurance by reducing their financial risk and gaining access to capital. A study found that 70% of startups that received insurance coverage were able to raise more funding than those that did not.
By partnering with insurers, startups can also gain valuable insights into risk management and mitigation strategies. This collaboration can lead to the development of more effective risk management practices and improved product design.
Product Development Process
Developing a new insurance product requires careful consideration of its feasibility. A feasibility study is crucial to examine existing insurance products and their limitations.
Stakeholder analysis is essential, involving insurers and potential policyholders to understand their needs and expectations. This helps to identify potential risks and opportunities.
By diving into the technical and economic aspects of your proposed insurance product, you can make informed decisions about its viability.
Step 2: Feasibility Study Core
A feasibility study is crucial in the product development process, and it involves examining existing insurance products and their limitations. This analysis helps you understand what works and what doesn't, which is essential for creating a successful product.
Stakeholder analysis is a key part of this process, and it includes examining the needs and concerns of insurers and potential policyholders. By doing so, you can create a product that meets the needs of all stakeholders.
Diving into the technical and economic aspects of your proposed insurance product is also vital. This will help you understand the feasibility of your product and identify potential risks and challenges.
Step 3: Capacity Submission

In the product development process, capacity submission is a crucial step where you gather your findings and submit your proposal to capacity providers.
Capacity providers are entities with the financial strength to underwrite your insurance product, so it's essential to identify them early on.
You'll need to present your proposal in a clear and concise manner, highlighting the key features and benefits of your insurance product.
Capacity providers will review your proposal and decide whether to move forward with your product, so make sure you've done your research and presented a solid case.
The capacity providers you work with will determine the structures of your insurance product, such as primary, contributory, quota sharing, and more, which will ultimately affect how risk is distributed.
Data and Premium
Data and Premium is an essential aspect of new product insurance.
With the average cost of a new product insurance policy ranging from $20 to $50 per month, depending on the type and value of the product, it's crucial to understand what you're paying for.
The premium is calculated based on the product's value, with higher-value products requiring higher premiums.
Data Variables

Data Variables play a crucial role in determining insurance premiums.
In the example of developing an incident-specific Car Warranty insurance product, several data variables come into play. For instance, the age of the vehicle, the driver's experience, and the type of coverage are all important factors.
The age of the vehicle is a significant data variable, as it affects the likelihood of a claim. In the Car Warranty insurance product example, a newer vehicle would likely have a lower premium.
The driver's experience is another key data variable, as it reflects their level of risk. In the Car Warranty insurance product example, a driver with a clean driving record would have a lower premium.
Data variables can significantly impact insurance premiums, making it essential to consider them when developing a product.
Premium
The premium is the amount policyholders pay to the insurer for coverage, calculated to cover expected losses, administrative costs, and provide a profit margin for the insurer.

Actuaries use complex formulas to calculate premiums, considering factors like probabilities, severity of loss, expenses, and desired profit margins. These formulas often involve mathematical models like the aggregate loss model or the expected loss ratio method.
For example, let's say there are 2,000 engine repair claims with a total cost of $2,000,000. The policy limit is $5,000 per claim.
Here's a breakdown of the total cost and number of claims:
This means the total cost of engine repairs is exactly covered by the policy limits, with no excess cost to the insurer.
The premium calculation process involves determining the expected losses and then setting premiums to achieve a target loss ratio.
Insurance Product Analysis
Insurance products can be tailored to meet specific consumer needs, such as Three by Berkshire Hathaway's comprehensive insurance for small businesses, which covers multiple risks at a lower cost.
A feasibility study is essential in creating a new insurance product, involving stakeholder analysis and examination of existing products' limitations. This analysis can help identify gaps in the market and inform the design of a new product.
Three by Berkshire Hathaway's comprehensive insurance policy is built on three pillars: simple, comprehensive, and cost-effective, making it an attractive option for small business owners.
Core Issues with Current Insurance Products
Legacy systems are a major issue, as many insurance products were developed in the pre-COVID era and run on obsolete technologies.
This makes it difficult to add new elements or features to these systems. The presence of stringent system rules and hard-coded businesses also hinders innovation.
Insurance companies often struggle with data management, failing to work with a robust system for documentation and maintenance of information around their products.
As a result, it's hard to increase reusability and make the most of their data.
The current insurance products are often non-customer driven, consisting of complex products with multiple class codes, coverage types, and forms that fail to appeal to modern-day customers.
These products are information-heavy and don't cater to the needs of millennial demographics, who are looking for simple, usage-based products that are highly specific to their needs.
Challenges in Insurance Product Development and Solutions
Legacy systems are a major obstacle in new insurance product development, making it difficult for companies to meet customers' needs in real-time. This is because legacy systems are often outdated and can't keep up with the latest technology.
Simplifying language and process is key to increasing adoption of insurance products. By stripping away complex language and making the buying or claim journey speedy and simplified, insurance companies can bring greater transparency to the picture.
Silos between business and IT functions, as well as market channels, are prevalent in the insurance sector, making new product development a slow process. This can be addressed by building a new product development-focused team with stakeholders from every line of function.
Building a connected client touchpoint and relationship has been a challenge for insurance companies, who often only interact with customers at specific points in the process. This can be overcome with correct technological integrations and high digital connectivity.
Why Embedded Insurance
Embedded insurance is becoming a game-changer in the industry, driven by the decreasing cost of sensors and increasingly intelligent automation.
Ubiquitous cloud-based digitization is making it possible for insurers to serve customers efficiently and effectively, especially when it comes to simpler risks.
Rapidly decreasing costs and complexity are enabling insurers to become more agile and responsive in dealing with market shifts and evolving customer needs.
By deploying enabling technology more holistically across the enterprise, insurers can gain clearer predictive visibility into the solutions that customers will adopt tomorrow.
This level of digitization, when augmented by advanced analytics platforms and design thinking, can give insurers a competitive edge.
Non-traditional players, or "insurgent" players, can now access these capabilities, making it more feasible for them to jump into the insurance marketplace.
Embedded insurance must be viewed by insurers as both a massive growth opportunity and potentially a severe competitive threat.
Many insurance executives recognize that new offerings and business models are critical to meeting new customer needs and rising expectations for value.
Open digital platform-based curated ecosystems hold potential for insurance carriers to launch superior insurance offerings and collaborative partnerships with potential insurgents.
These overlapping interests lay the groundwork for productive partnerships, but insurers are challenged by low levels of customer trust.
Consumers are willing to share data in exchange for value, and almost half of US consumers are data pragmatists, happy to exchange data with businesses for a clear benefit.
Innovative Products
Python and machine learning algorithms enable the creation of insurance products that are tailored to specific customer needs. This is achieved through the analysis of vast datasets, which can be processed and analyzed much faster than traditional actuarial methods.
The efficiency of machine learning models allows for quicker product development, which is crucial in responding to evolving market needs. This means insurance companies can launch new products faster, staying ahead of the competition.
Machine learning models can identify complex patterns and relationships within data, improving risk assessment and pricing accuracy. This leads to more precisely tailored insurance products, reducing the chances of underpricing or overpricing policies.
With Python and machine learning, insurance companies can rapidly iterate and adjust their products in response to changing market conditions or emerging risks. This flexibility is vital in today's dynamic insurance landscape.
Here are some benefits of innovative insurance products:
- More precisely tailored insurance products
- Reduced chances of underpricing or overpricing policies
- Rapid iteration and adjustment of insurance products
Summary and Conclusion
Taking action now is crucial to future-proofing your business model, especially as we enter the era of ecosystems and embedded insurance.
Increased trust and transparency are key to unlocking growth, allowing insurers to innovate and stay ahead of new competitive threats.
Shifting consumer needs are an invitation for insurers to innovate, and it's time to seize this opportunity to drive growth.
Nine customer types are defining the next wave of insurance, and understanding these types is essential to developing effective new product insurance strategies.
By embracing innovation and change, insurers can stay ahead of the competition and thrive in a rapidly evolving market.
Frequently Asked Questions
What is an example of product insurance?
Product insurance, also known as product liability insurance, helps cover medical costs for customers injured by a defective product, such as a power tool. This type of insurance protects businesses from financial losses due to product-related injuries.
How much does product insurance cost?
Product insurance typically costs around $0.25 per $100 in revenue, with costs ranging from $125 to $2,500 or more depending on sales volume and product type. For instance, a company earning $500,000 in sales may pay around $1,250 in product liability costs.
How to launch a new insurance product?
To launch a new insurance product, start by understanding your market and ensure the product is compliant with regulations. This involves licensing, testing, and adopting a flexible approach to distribution and partnerships.
Sources
- https://www.linkedin.com/pulse/guide-creating-new-insurance-products-startup-layla-t-atya-karpyuk--7nude
- https://inubesolutions.com/resource/launching-a-new-insurance-product-know-the-challenges/
- https://insuranceblog.accenture.com/driving-growth-innovative-new-insurance-products
- https://www.newyorklife.com/newsroom/2023/term-life-product-suite
- https://www.ey.com/en_us/insights/insurance/how-insurers-and-new-entrants-can-take-advantage-of-embedded-ins
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