Dan McCoach, head of life and health for North America at technology research firm Celent, said insurers are trying to find ways to digitally “know and predict” the behaviors and propensities of existing and prospective customers. Technologies used to develop accurate, “microsegmented” profiles of these customers are maturing, he noted.

“Incumbents are working on the marriage of their primary policyholder data with third-party information to create deeper insights into who their existing customers are,” he said in an email. They want to leverage that information to figure out the best ways and digital channels to engage and service them, he added. He noted that this capability will evolve to enable carriers to provide customers with more tailored, personalized coverages.