Delivering transparency & flexibility in pricing: The Buzz Insurance

Transcription

1 17th Delivering transparency & flexibility in pricing: The Buzz Insurance Keith Forster and Ian Frew The Buzz Insurance

2 Presentation aims Insight into how The Buzz delivered true transparency and flexibility in pricing Tips for the new internet player: Culture Product design Pricing Technology

3 Focus areas for Internet startup What you look like to customers How you operate as a Business PRODUCT DESIGN Technology Pricing Marketing CUSTOMERS CULTURE TEAM STRUCTURE Claims PARTNERS BUSINESS PLAN

4 Culture and team structure Get the right people Go hard, quick decisions, trust their judgement Tolerant of mistakes but ability to recover See the big picture but deliver detailed tasks SME s with strong business acumen Willingness to step outside their area Small team, flat structure Trust b/w team + supportive leadership. Accountability for one area, role in many

5 Build partnerships, listen to customers Partners not vendors understand when a decision or proposal may not be in your best interests committed to a long term relationship care about the value they add Customer consultation and co-creation Insight sessions I have an older car. All I can buy is either TPPD or f ull cover...doesn t seem to be a range of options available.

6 Articulate drivers, innovate Important for partners, driving innovation Communicate your KRA s Simple Claims, purchasing, payments & renewal. Simple, flexible transparent products and services Access to help and support 24/7 Value me and reward my loyalty Be brave, challenge the norm

7 Pricing Start with a clean slate Question some of the truths Look to new sources of data Build risk models at component level Result? Learn something you didn t know before May take you closer to best practice For a new brand, new segments

8 Models at the component level Provides Better understanding of risk drivers Allows greater flexibility in product and pricing

9 Understand what is important to the customer Variation in premium between insurers: Creates a high level of suspicion that insurers are either: Selling them an inferior product Not likely to live up to the promise Ripping them off on price Example: 2008 BMW 320i E90 Executive, Parramatta, 40 year old male, private use, no finance, no claims, new customer with insurer Insurer 1: $2,064 Insurer 2: $1,527 Insurer 3: $1,389 The Buzz $1,386 Insurer 5: $1,339 Insurer 6: $1,086 Insurer 7: $1,018

10 The Buzz pricing transparency

11 Geo-code If your rating engine doesn t have this capability or your analysts aren t developing Statistical Rates at the household level, then find someone who can.

12 Selection of Systems Play to your Strengths perform a sensible market review keep time to market and total cost of ownership high up in your selection criteria Consider mixture of tried and true with latest proven across multiple layers Provides opportunity to allow your organisation to test out new technologies in a lower risk environment

13 Software Development Think of your Customer s Experience Whatever backend system you decide on, it is critical to have the ability to manipulate how the customer will interact being able to get a Quick Quote in under 60 seconds was an important feature identified by customers don t waste my time.

14 Software Development Build Sustainability Up Front Need to be able to update rating engine quickly automated test suite scenarios that exercise the specific changes made transfer new pricing from the actuarial models to the rating engine with the minimum of human interface

15 Conclusions How you operate as a Business Be brave, innovate and challenge the norm Culture is critical get the people right Small team, flat structure Build partnerships, eliminate vendors Articulate the key drivers of your business

16 Pricing strategy: start with a clean slate Selection of Systems Play to your Strengths Don t underestimate the lowly risk model model at the component level Software Development Always think of your Customer s Experience Provide transparency in pricing to the customer Software Development Build Sustainability Up Front GEOCODE What you look like to customers