Sia Partners’ 2024 Non-life digital customer journey benchmark

In today's rapidly evolving digital landscape, having a seamless end-to-end digital customer journey is essential for insurers to remain competitive and meet customer expectations. As more consumers rely on mobile apps and online platforms to explore and purchase insurance products, providing a smooth and intuitive experience becomes critical. By optimizing the digital journey—from initial research to subscription—insurers can not only enhance customer satisfaction but also drive growth, increase efficiency, and build long-term loyalty. Understanding and improving these digital touchpoints is key to staying ahead in an increasingly customer-centric insurance market. 

Sia Partners recently wrapped up its fourth annual global insurance customer journey benchmark, providing an in-depth analysis of the digital experiences offered by 142 insurance companies across 15 countries. This study specifically focuses on insurers providing home and car insurance, evaluating 302 customer journeys conducted online via mobile apps or websites on a smartphone. 

Approaching the process as non-clients, testers assessed everything from how easily they could find information to how far they could progress in the insurance simulation and subscription process. In addition to evaluating whether the entire subscription process could be completed digitally, they also examined how easily information about the claims process could be found—specifically, whether it was possible to file and track claims online. The study further assessed the overall user experience throughout the customer journey, with a strong emphasis on accessibility, while also considering Environmental, Social, and Governance (ESG) factors. 

After two years at the top, the Netherlands has been dethroned. This year, Australia soared past the former champion, securing the highest scores in nearly every category. The only exception was the simulation phase, where the Netherlands narrowly edged out Australia. The key to Australia’s success lies in its highly competitive environment, where insurers consistently score high across the board. While the top ten mainly consists of Australian and Dutch companies, AXA Belgium secured the #1 spot globally this year. Other countries like Belgium, France, Ireland and the UK showcase a more diverse playing field. While some players are among the best in the world, others trail far behind, revealing significant gaps in performance within these countries. 

This year's benchmark also welcomed a few newcomers, with Italy, Canada, and China making their debut in the rankings. These countries found themselves at the lower end of the spectrum, highlighting a clear need for improvement, particularly in the areas of online subscription and user experience (UX). Other countries, including Singapore, Hong Kong, Luxembourg, the USA and the Middle East remained more or less stable compared to last edition. 

Sia Partners leverages the findings from this benchmark to empower insurers in refining their digital strategies. With a global understanding of customer journeys, combined with insights into current trends and future shifts, we don’t just offer advice — we provide a roadmap for navigating the complex digital landscape.  

By aligning with evolving customer behaviors and expectations, Sia Partners ensures that insurers stay competitive and innovative. Our holistic support helps businesses reshape their digital approach, fostering long-term growth and improved customer experiences in the insurance industry.