The 12P Framework

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1 September 2022

Modeling the Digital Distribution of Insurance


The digital disruption of insurance is continuing to transform the way the industry distributes its products and services. Accordingly, we believe the frameworks that insurers use to aid in the development, planning, and execution of marketing strategy need to be modernized.

In this report, Celent introduces our 12P Framework, adapted from the well-known concepts of the customer funnel and the marketing mix. Our framework modifies and extends these earlier models to be better suited for the insurance industry and more capable of handling the nuances of distribution in a digital era.