數位化時代壽險業業務通路的轉型

Abstract

自2012年銀行創新教父Bretty Kim出版bank3.0一書，強調銀行不再是一個「地方」，而是一種「行為」。而金管會於2015年宣布台灣銀行業Bank 3.0計畫啟動，一口氣開放十二項網路金融業務，金融科技於銀行業正蓬勃發展。然而相較於銀行業，雖然保險業的數位創新起步晚，帶來的影響與衝擊卻是全面性的，無論是從保險商品、銷售通路、核保理賠與客服等，傳統價值鏈都將被保險科技(簡稱Insurtech)徹底顛覆，Infoholic Research LLP公司發表Insurtech未來展望報告中指出，2018年全球保險科技市場約5.33億美元，到2023年將成長為近11.2億美元，5年內將增加2倍以上。 Insurtech是指保險業運用創新科技設計新的產品、擬訂解決方案、改善流程及提升營運效率，並強化客戶體驗和滿意度，該如何發展業務流程的數位化轉型和變革成為保險業的首要挑戰，KPMG Insurtech 10 trends for 2019中指出：73%的保險業CEO將親自領導組織進行轉型以保持競爭力，本研究將探討在面臨Insurtech的浪潮下，壽險業業務通路該進行哪些面向的數位轉型，並以台灣A公司業務通路數位化轉型的案例，探討傳統業務通路在大數據應用、機器學習模型、數位管理平台以及行動投保等新技術之運用，將大幅提升業務通路效率與績效，並創造新價值。

Since 2012, the innovative godfather of banks, Bretty Kim, published the book “Bank 3.0”, emphasizing that banks are no longer a "place" but a "behavior." In 2015, the Financial Management Association announced that the Bank 3.0 program in Taiwan was launched, opening up 12 Internet finance businesses. The financial technology is booming in the banking industry. However, compared with the banking industry, although the digital innovation of the insurance industry started late, the impacts of insurance industry are comprehensive. Whether it is from insurance products, sales channels, underwriting claims and customer service, traditional value chains will be broken completely by Insurance Technology (Insurtech). According to Inholtech's Future Outlook report, Infoholic Research LLP pointed out that the global insurance technology market will be about 533 million US dollars in 2018, and will grow to nearly 1.12 billion US dollars by 2023, and will double in 5 years. Insurtech refers to design new products, develop solutions, improve operational efficiency, and enhance customer experience and satisfaction with the innovative technology. How to develop digital transformation of channels becomes the primary challenge of the insurance industry. KPMG Insurtech 10 trends for 2019 pointed out that 73% of insurance CEOs will personally lead the organization to transform to remain competitive. This study will find out the digital transformation for the agency channel in the life insurance industry in facing the Insurtech's wave, and taking a company for example. The application of big data, machine learning models, and the development of e-commerce platforms and mobile software application, will greatly enhance the efficiency and performance of agency channels and create new value.