--- title: 4 Insurance Marketing Trends to Keep an Eye on in 2023 description: Learn four key trends to watch in 2023 that can help you attract and retain customers, improve your brand image, and grow your business. image: https://www.pilotbird.com/hubfs/graphical%20representation.svg --- Insurance leaders on promises of emerging data [Listen to podcast](https://www.pilotbird.com/blog/soa-podcast-promises-and-risks-of-emerging-data-in-insurance) [![Pilotbird](https://www.pilotbird.com/hubfs/raw_assets/public/Pilotbird_January2022/images/Pilotbird_Logo_Dark.svg "Pilotbird")](https://www.pilotbird.com/) [![Pilotbird](https://www.pilotbird.com/hubfs/raw_assets/public/Pilotbird_January2022/images/Pilotbird_Logo_Light.svg "Pilotbird")](https://www.pilotbird.com/) - [Technology](https://www.pilotbird.com/technology) - [Insights](https://www.pilotbird.com/blog) - [Technology](https://www.pilotbird.com/technology) - [Insights](https://www.pilotbird.com/blog) [Contact Us](https://www.pilotbird.com/contactus) [Contact Us](https://www.pilotbird.com/contactus) ![](https://px.ads.linkedin.com/collect/?pid=2764348&fmt=gif) # 4 Insurance Marketing Trends to Watch in 2023 ![graphical representation](https://www.pilotbird.com/hubfs/graphical%20representation.svg "graphical representation") Tech insights 19 May 2022, 5 Min Read The days of making a splash or creating attention-grabbing content in the insurance industry are over. Today, insurance companies must do more than simply inform their intended audience that ‌ they exist. Instead, they need to stay on top of insurance marketing trends to: - Connect with their customers in meaningful ways. - Build a reputation as a reliable source of information. - Maintain customer relationships. According to the[Insurance Information Institute](https://www.iii.org/publications/insurance-handbook/economic-and-financial-data/world-insurance-marketplace), the global insurance premium market was worth $6.3 trillion in 2020.[Swiss Re](https://www.swissre.com/institute/research/sigma-research/sigma-2021-05.html?utm_medium=email&utm_source=2021-11-17-sigma-alerts-issue5&utm_campaign=here+sigma+5+weblink&1455B4&&&&) expects that global insurance premiums will exceed $7 trillion by 2023 as the insurance market enters a period of rapid expansion. ## Stay Ahead of the Game: Top Insurance Marketing Trends for 2023 For this growth to occur, brands must capitalize on[emerging marketing trends](https://www.pilotbird.com/blog/insurance-technology-trends) that will allow them to connect with prospective customers in meaningful ways in 2023. Consider these four insurance marketing trends: ### 1. Use Predictive Analytics to Compete for the Best Data Quality [Predictive analytics](https://www.pilotbird.com/blog/predictive-analytics-insurance) uses large data sets to identify meaningful relationships between factors and predict future events. A recent[survey](https://www.wtwco.com/en-US/Insights/2019/07/the-financial-rationale-for-predictive-analytics) by Willis Towers Watson shows ‌predictive analytics has increased sales for life insurance companies by 60% and reduced costs by 67%. This increase in sales is possible since these insurers collect data to: - Improve the way they deal with customer claims. - Retain customers. - Determine premiums based on market conditions and costs. - Keep an eye out for high-risk customers, particularly those who may be about to cancel due to poor service. - Automate the claims resolution process to save time. This data comes from various sources, including social media, customer service interactions, and artificial intelligence. ### 2. Technological and Digital Advancements in the Insurance Industry—Insurtech Thanks to the advancements in insurtech, insurance companies can now think outside the box and innovate.  Before the advent of modern technology, people dreaded ‌purchasing insurance because it was complicated. Now, by providing various tools, insurtech has helped increase insurance availability while also lowering the cost. Some of the prominent tools in popular insurance marketing trends include: #### Artificial Intelligence (AI) Consumers want to ‌customize every aspect of their experience, which insurers can leverage by using AI to create a wide range of personalized insurance policies. AI has also shortened claim processing times and wholly reimagined the underwriting process. Furthermore, insurers can have faster access to data, eliminating human intervention and resulting in more accurate data reported in less time. AI also identifies, assesses, and underwrites emerging risks and uncovers new revenue streams. It is apparent that AI is effective:[35.9%](https://www.digitaljournal.com/pr/ai-in-insurance-market-future-growth-opportunities-2022-2028-applied-systems-ibm-corp-microsoft) of North American insurance companies used AI in 2020, and we expect this to grow in 2023. #### Blockchain Data It's no surprise that most insurers are looking for ways to use blockchain now that web3 and AI are becoming more popular. At the same time, the metaverse is being promoted by the most engaged social media platforms, such as Facebook. [Blockchain](https://www.forbes.com/advisor/investing/what-is-blockchain/) is a distributed, peer-to-peer ledger of transactions built from virtually impenetrable blocks. It is also a decentralized system, and no government can influence or control it.  However, smart contracts must be in place for the blockchain to function effectively. Smart contracts impose conditions on both parties for a transaction or exchange to be completed. For example, a smart contract between an insurer and an insured can specify the terms of transferring funds from the insured's bank account to the insurer as payment for premiums. This does not necessitate the approval of a bank (the intermediary). As a result, blockchain provides an opportunity for insurers to save money by reducing the time and money spent on data verification. ### 3. Influencer Marketing Allows Brands to Connect More Authentically With Customers ![Pilotbird-Engage](https://www.pilotbird.com/hubfs/Pilotbird-Engage.svg) As technology advances and more people join the social media bandwagon, insurers will create long-term, meaningful connections by leveraging influencers. How? It’s due to the fact that most people tend to buy products recommended by their favorite social media influencers. In fact, several surveys on influencer marketing have the following results: - In 2022, the expected revenue from the influencer marketing market is[$16.4 billion](https://influencermarketinghub.com/influencer-marketing-benchmark-report/). - Annalect and Twitter found that[49% of consumers](https://www.ion.co/https://www.techtarget.com/searchenterpriseai/definition/natural-lanhttps://www.ion.co/twitter-has-released-a-report-showing-consumers-seek-product-recommendations-from-influencers-almost-as-much-as-they-do-from-friendsguage-processing-NLPtwitter-has-released-a-report-showing-consumers-seek-product-recommendations-from-influencers-almost-as-much-as-they-do-from-friends) rely on influencers to recommend products. - [53% of women](https://www.adweek.com/performance-marketing/53-of-women-made-purchases-due-to-influencer-posts-survey/) purchased a product because an influencer recommended it. They would not have bought the product if the influencer had not recommended it. - In 2022, more brands will[leverage micro-influencers](https://influencermarketinghub.com/influencer-marketing-statistics/) because they are less expensive. ### 4. Customer Retention As much as advanced technology and influencer marketing aid in bringing in new customers, it's still very expensive. According to[one report](https://www.business2community.com/strategy/6-times-expensive-win-new-customer-retain-existing-one-01483871), it costs six times more to get a new customer than to keep one. To say that customer satisfaction is critical would be an understatement. It's a requirement in 2022. According to Gartner,[81%](https://www.gartner.com/en/marketing/insights/articles/key-findings-from-the-gartner-customer-experience-survey) of marketers consider customer satisfaction the most important area of competition in their industry. It's no secret that customer satisfaction continues to be a significant challenge for insurers, especially in light of[cancel culture](https://dictionary.cambridge.org/us/dictionary/english/cancel-culture). A dissatisfied customer only needs to post a video or a written message detailing how insurance company X did not meet their expectations, and the internet will do the rest. As a result, insurers might lose clients, and new customers will not want to do business with them. However, insurers can still be successful in customer retention. Insurers must: - Begin with transparency. - Engage their customers to learn what they truly require. - Build a loyal customer base. This is where data gathering comes into play. Setting up a personalized dialogue based on individual preferences and wants is a more effective way to engage with a client. In this manner, the customer will feel like their desires are valued. ## The Bottom Line on Today’s Insurance Marketing Trends There are many factors to consider regarding insurance marketing trends, like artificial intelligence (AI), predictive analytics, insurtech, blockchain, and related technologies. The most underutilized of these is predictive analytics. The insurance industry is uniquely positioned to benefit from predictive analytics due to its over-reliance on data analysis. The insured can use predictive analytics to prioritize their claims without wasting resources. At the same time, insurers can use the data collected by predictive analysis to determine which services they need to introduce, improve, or eliminate. To do so effectively, you'll need to work with[Pilotbird](https://www.pilotbird.com/), the best insurance analytics provider. We can help you better score risk, engage customers, and detect claims fraud by analyzing social data points in life and health insurance. Furthermore, our AI-powered products will improve the accuracy and relevance of underwriting, distribution, customer engagement, and fraud detection, resulting in increased effectiveness. ##### Sources A2Z Market Research (2022, February 17th). AI in Insurance Market Future Growth Opportunities 2022-2028 | Applied Systems, IBM Corp., Microsoft. Digital Journal.[https://www.digitaljournal.com/pr/ai-in-insurance-market-future-growth-opportunities-2022-2028-applied-systems-ibm-corp-microsoft](https://www.digitaljournal.com/pr/ai-in-insurance-market-future-growth-opportunities-2022-2028-applied-systems-ibm-corp-microsoft) Chris Pemberton. (2018, March 16th) Key Findings From the Gartner Customer Experience Survey.Gartner.com. [https://www.gartner.com/en/marketing/insights/articles/key-findings-from-the-gartner-customer-experience-survey](https://www.gartner.com/en/marketing/insights/articles/key-findings-from-the-gartner-customer-experience-survey) David Rodeck, John Schmidt (2022, February 10th). What Is Blockchain? Forbes.com. https://www.forbes.com/advisor/investing/what-is-blockchain/ Eric Burgess. Influencers Rival That Of Friends. InfluencerOrchestrationNetwork.com. [https://www.ion.co/twitter-has-released-a-report-showing-consumers-seek-product-recommendations-from-influencers-almost-as-much-as-they-do-from-friends](https://www.ion.co/twitter-has-released-a-report-showing-consumers-seek-product-recommendations-from-influencers-almost-as-much-as-they-do-from-friends) Jacinda Santora (2022, February 14th). Key Influencer Marketing Statistics You Need to Know for 2022. InfluencerMarketingHub.com. [https://influencermarketinghub.com/influencer-marketing-statistics/](https://influencermarketinghub.com/influencer-marketing-statistics/) Kim Steiner (2019, July 8th).The financial rationale for predictive analytics. Wtwco.com. [https://www.wtwco.com/en-US/Insights/2019/07/the-financial-rationale-for-predictive-analytics](https://www.wtwco.com/en-US/Insights/2019/07/the-financial-rationale-for-predictive-analytics) Kimberlee Morrison (2016, December 19th). 53% of Women Made Purchases Due to Influencer Posts (Survey). ADWEEK.com. [https://www.adweek.com/performance-marketing/53-of-women-made-purchases-due-to-influencer-posts-survey/](https://www.adweek.com/performance-marketing/53-of-women-made-purchases-due-to-influencer-posts-survey/) Tricia Morris (2016, March 15th). It is 6 Times More Expensive to Win a New Customer than to Retain an Existing One. Business2Community.com. [https://www.business2community.com/strategy/6-times-expensive-win-new-customer-retain-existing-one-01483871](https://www.business2community.com/strategy/6-times-expensive-win-new-customer-retain-existing-one-01483871) Turbulence after lift-off: global economic and insurance market outlook 2022/23. Swiss Re Institute. [https://www.swissre.com/institute/research/sigma-research/sigma-2021-05.html?utm\_medium=email&utm\_source=2021-11-17-sigma-alerts-issue5&utm\_campaign=here+sigma+5+weblink&1455B4&&&&](https://www.swissre.com/institute/research/sigma-research/sigma-2021-05.html?utm_medium=email&utm_source=2021-11-17-sigma-alerts-issue5&utm_campaign=here+sigma+5+weblink&1455B4&&&&) Werner Geyser (2022, February 11th). The State of Influencer Marketing 2022: Benchmark Report. InfluencerMarketingHub.com. [https://influencermarketinghub.com/influencer-marketing-benchmark-report/](https://influencermarketinghub.com/influencer-marketing-benchmark-report/) World Life And Nonlife Insurance In 2020. Insurance Information Institute. [https://www.iii.org/publications/insurance-handbook/economic-and-financial-data/world-insurance-marketplace](https://www.iii.org/publications/insurance-handbook/economic-and-financial-data/world-insurance-marketplace) ##### Additional Resources https://artificial.io/company/blog/7-insurance-industry-trends-for-2021 [https://www.duckcreek.com/blog/insurance-technology-trends/](https://www.duckcreek.com/blog/insurance-technology-trends/) [https://www.doxee.com/blog/digital-marketing/5-insurance-market-trends-to-watch/](https://www.doxee.com/blog/digital-marketing/5-insurance-market-trends-to-watch/) Share on Twitter Share on LinkedIn ![Evgeny Aleksandrov](https://www.pilotbird.com/hubfs/797518957cd317d1263bb91542e8046e.png) **Evgeny Aleksandrov** is an industry thought leader in the insurance industry with numerous articles on technology, innovation, and financial services. ### Leave a Comment Your email address will not be published. Required fields are marked \* ##### Read next - ###### [![Accelerated Underwriting: Revolutionizing the Future of Insurance](https://www.pilotbird.com/hubfs/image-01-2.svg) Underwriting Accelerated Underwriting: Revolutionizing the Future of Insurance 12 Sep 2022 4 Min Read](https://www.pilotbird.com/blog/acclerated-underwriting-insurance) - ###### [![7 Actionable Steps for Insurance Companies to Boost Customer Engagement](https://www.pilotbird.com/hubfs/Imported_Blog_Media/customeranalyticssolutions_thumbnail.jpg) Engagement 7 Actionable Steps for Insurance Companies to Boost Customer Engagement 12 Jan 2022 4 Min Read](https://www.pilotbird.com/blog/customer-analytics-solutions) - ###### [![Unlocking the Power of Alternative Data in Insurance: Key Considerations](https://www.pilotbird.com/hubfs/InsuranceRegulation_Thumbnail.svg) Tech insights Unlocking the Power of Alternative Data in Insurance: Key Considerations 21 May 2021 3 Min Read](https://www.pilotbird.com/blog/considerations-for-using-alternative-data-in-insurance) - ###### [![Risk Scoring Millennials: 4 Crucial Data Points for Insurers](https://www.pilotbird.com/hubfs/life%20insurance%20pricing.svg) Underwriting Risk Scoring Millennials: 4 Crucial Data Points for Insurers 29 Aug 2022 4 Min Read](https://www.pilotbird.com/blog/life-insurance-pricing-millennials) - ###### [![Top 5 Insurance Underwriting Trends Changing the Industry](https://www.pilotbird.com/hubfs/Insurance%20company%20using%20cloud%20computing%20to%20manage%20big%20data%20solutions-14.svg) Tech insights , Underwriting Top 5 Insurance Underwriting Trends Changing the Industry 3 Oct 2022 4 Min Read](https://www.pilotbird.com/blog/top-5-insurance-underwriting-trends-changing-industry) - ###### [![Pilotbird : Harnessing the Power of Lifestyle Analytics for Insurance](https://www.pilotbird.com/hubfs/image-02.svg) Tech insights Pilotbird : Harnessing the Power of Lifestyle Analytics for Insurance 11 Nov 2022 3 Min Read](https://www.pilotbird.com/blog/pilotbird-harnessing-the-power-of-lifestyle-analytics-for-insurance) #### Other insights - [![Accelerated Underwriting: Revolutionizing the Future of Insurance](https://www.pilotbird.com/hubfs/image-01-2.svg)](https://www.pilotbird.com/blog/acclerated-underwriting-insurance) Underwriting 12 Sep 2022 4 Min Read ##### [Accelerated Underwriting: Revolutionizing the Future of Insurance](https://www.pilotbird.com/blog/acclerated-underwriting-insurance) For a long time, life-term underwriting has grappled with a dwindling baby boomer generation and growing millennial customer base. Amidst these circumstances, accelerated underwriting has experienced... [Read More »](https://www.pilotbird.com/blog/acclerated-underwriting-insurance) - [![7 Actionable Steps for Insurance Companies to Boost Customer Engagement](https://www.pilotbird.com/hubfs/Imported_Blog_Media/customeranalyticssolutions_thumbnail.jpg)](https://www.pilotbird.com/blog/customer-analytics-solutions) Engagement 12 Jan 2022 4 Min Read ##### [7 Actionable Steps for Insurance Companies to Boost Customer Engagement](https://www.pilotbird.com/blog/customer-analytics-solutions) Traditionally, the insurance industry is not known to be the ideal forum for talking about customer value journeys and customer engagement. The metric used in determining customer satisfaction in... [Read More »](https://www.pilotbird.com/blog/customer-analytics-solutions) - [![Risk Scoring Millennials: 4 Crucial Data Points for Insurers](https://www.pilotbird.com/hubfs/life%20insurance%20pricing.svg)](https://www.pilotbird.com/blog/life-insurance-pricing-millennials) Underwriting 29 Aug 2022 4 Min Read ##### [Risk Scoring Millennials: 4 Crucial Data Points for Insurers](https://www.pilotbird.com/blog/life-insurance-pricing-millennials) Tough economic times, the risk classification problem among millennials, and their reluctance to buy life insurance make it hard for insurers to attract customers and remain profitable. The... 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"BlogPosting", "author" : { "@type" : "Organization", "name" : "Mani Kaur" }, "datePublished" : "2021-01-07", "description" : "Robert Eaton from Society of Actuaries on the uses of lifestyle data points to improve insurance experience. Tune in for the latest views in using alternative data sets to improve underwriting accuracy and prequalify leads.", "headline" : "Our CEO on podcast with Society of Actuaries", "image" : "https://www.pilotbird.com/hs-fs/hubfs/ceo_podcast-300x139-1%20(1).png?width=300&name=ceo_podcast-300x139-1%20(1).png", "mainEntityOfPage" : { "@id" : "https://www.pilotbird.com/blog/our-ceo-on-podcast-with-society-of-actuaries", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.pilotbird.com/hubfs/raw_assets/public/Pilotbird_January2022/images/Pilotbird_Logo_Dark.svg" }, "name" : "Pilotbird" } } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Organization", "name" : "Mani Kaur" }, "datePublished" : "2022-01-11", "description" : "Insurance technology trends will increase competition with new entrants joining the market as existing players grapple with the hostile environment. McKinsey & Company agrees with these sentiments, affirming that technology will alter the structure of many organizations (1) in the coming decade. Future leaders in the industry will be organizations that integrate these technologies into their core processes and adopt an innovative mindset in light of the new realities.", "headline" : "5 Growing Insurance Technology Trends You Can’t Afford to Ignore", "image" : "https://www.pilotbird.com/hs-fs/hubfs/insurance-technology-trends.jpg?width=1420&name=insurance-technology-trends.jpg", "mainEntityOfPage" : { "@id" : "https://www.pilotbird.com/blog/insurance-technology-trends", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.pilotbird.com/hubfs/raw_assets/public/Pilotbird_January2022/images/Pilotbird_Logo_Dark.svg" }, "name" : "Pilotbird" } } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Organization", "name" : "Mani Kaur" }, "datePublished" : "2022-09-05", "description" : "Social media and insurance records have enormous amounts of data on individuals. However, the below factors are the most consequential for health.", "headline" : "Social Media and Insurance: How BMI Is Reflected in Social Data", "image" : "https://www.pilotbird.com/hs-fs/hubfs/consumers%20providing%20information%20to%20social%20media%20and%20insurance%20companies.jpg?width=1420&name=consumers%20providing%20information%20to%20social%20media%20and%20insurance%20companies.jpg", "mainEntityOfPage" : { "@id" : "https://www.pilotbird.com/blog/social-media-insurance-how-bmi-is-reflected-social-data", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.pilotbird.com/hubfs/raw_assets/public/Pilotbird_January2022/images/Pilotbird_Logo_Dark.svg" }, "name" : "Pilotbird" } } ``` ```json { "@context" : "https://schema.org", "@type" : "BlogPosting", "author" : { "@type" : "Organization", "name" : "Mani Kaur" }, "dateModified" : "2022-10-10", "datePublished" : "2020-12-11", "description" : "The insurance industry is quickly following suit with multiple applications designed to improve the accuracy of underwriting. InsurTech disrupts the insurance landscape by improving customer experience, triaging customer to a product, and assessing underwriting risk. Let’s look at how these applications utilize lifestyle insights and social data points during the underwriting process.", "headline" : "Lifestyle Insights for Underwriting in FinTech and InsurTech", "image" : "https://www.pilotbird.com/hubfs/lifestyle_insight_v2-1.svg", "mainEntityOfPage" : { "@id" : "https://www.pilotbird.com/blog/lifestyle-insights-for-underwriting-in-fintech-and-insurtech", "@type" : "WebPage" }, "publisher" : { "@type" : "Organization", "logo" : { "@type" : "ImageObject", "url" : "https://www.pilotbird.com/hubfs/raw_assets/public/Pilotbird_January2022/images/Pilotbird_Logo_Dark.svg" }, "name" : "Pilotbird" } } ```