How AI is Reshaping Insurance Company Growth

According to Forrester’s latest research, the AI hype is over. How can it be? And if it is, how can companies prosper on this new frontier and position themselves for growth in the months ahead? What else is keeping B2B and B2C revenue leaders up at night?

In our latest series, our sales acceleration experts weigh in on this and other pressing sales-shaping trends with deep, diverse insights.

Q: Deloitte found that premiums growth is slowing. How can insurance companies grow in a slower, more competitive market?

We’re in a period of margin pressure and heightened competition, which puts pressure on insurance sales teams to grow share, not just ride pricing momentum. And they can no longer rely on rate increases but must compete harder on value and differentiation. This makes retention as important as new customer acquisition. Sales teams must put cross-sell, upsell, and lifetime value front and center. It also demands that sales narratives shift from price protection to risk expertise, advice, and outcomes.

Q: Forrester finds that customer experience has become a primary competitive battleground for insurance companies, as customers react to premium increases and are showing less loyalty.

Customer experience is no longer just a service issue—it’s now a strategic sales device. We serve brands from industries—like retail and automotive—where this has been a reality for some time. According to Capgemini, faster quoting, clearer explanations, and proactive communication directly affect close rates. After all, insurance customers are consumers first, and they expect the same ease they get from digital-first brands—without losing access to human advice.

We’re also seeing the consultative selling trend impacting B2B sales show up in insurance sales. Capgemini also found customers increasingly expect personalized, omnichannel, advisory-led interactions, which means agents and brokers close more deals when they act as trusted advisors, not just policy sellers.

Q: How is AI reshaping the way insurance is sold?

AI-enabled selling is no longer a nice-to-have—it’s essential. Insurers are shifting from experimenting with AI to executing real AI use cases at scale, including sales enablement, personalized offers, faster underwriting, and smarter engagement, which all directly improve sales velocity. In a business where speed is at stake, and customers expect near- or instant quoting, reps can use AI-driven insights (next-best-offer, risk signals, churn indicators) to both smooth out and expedite the buying journey. AI will never replace human sellers, and insurers who try to automate relationships will take a backseat to those who use AI to complement their sellers. As with any regulated industry, trust and transparency remain critical.

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