tice data entry and one-time policy payments) in the hands of
In its July 2014 report, “Making the Case for Mobile Insurance,” Forrester Research reveals that, for many insurers, mobile
has moved from being a fun experiment to a critical element in
the customer experience—and a major line item in many insurance companies’ digital and technology management budgets.
“The functionality built into mobile apps is of keen interest
to insurers, and these digital tools are getting visibility internally
at a high level. In investor meeting notes, they’re talking start to
finish about mobile, digital, telematics. You’re seeing the same
thing among executive leadership teams and boards of directors,” says Ellen Carney, principal analyst serving e-business and
channel strategy professionals at Forrester.
Today many carriers offer a common suite of mobile func-
tionality that would have been a distinct competitive advan-
tage just a few years ago. “Table stakes functionality includes
essential transaction items—policy access, claims reporting and
information, billing, and payment capability,” says Karen Pauli,
Some companies are also offering mobile apps with func-
tionality that is not tied to a particular policy. Security First
Insurance’s mobile app, launched in 2009, was revamped in
2011 and is scheduled for an upgrade this year. In addition to
providing claims reporting and management, policy informa-
tion, payment capabilities, and the ability to enroll in paperless
billing, the app provides all Floridians—not just customers—
with access to hurricane preparedness tools they can use to
protect themselves and their property.
The app’s Storm Center feature includes an interactive
preparedness checklist and hurricane storm tracker. Storm
Center also includes hurricane facts and links to emergency and
disaster response resources. Storm information is powered by
Google’s Crisis Map.
“We are able to leverage Google Crisis Map to provide a
tracker that gives policyholders and consumers information
on storms, the location of Red Cross emergency shelters, and
the nearest evacuation routes,” explains Marissa Buckley, vice
president of marketing for Security First Insurance.
The app’s 2014 upgrade will utilize smartphones’ GPS-based