P2P保險的價值創造循環之研究

Abstract

本研究首先探討傳統保險業之現況，認為傳統保險有下列困境有待解決：第一，「道德風險」，保險人改行風險較高之行為模式，或故意虛構保險事故，詐領保險金。第二，「逆向選擇」，低風險之被保險人無法獲得公平之保險費率，使其等無投保意願。第三，「信賴基礎之欠缺」，保險人與被保險人間、被保險人彼此間均欠缺信賴基礎。第四，「冗長的保險程序」，保險人審核投保、理賠程序極為耗時。 為了解決上述問題，P2P保險（Peer-to-peer insurance）的商業模式在世界各地應運而生。從風險市場的角度觀察，P2P保險不同於一般保險契約或再保險契約「中心化網路」或「去中心化網路」改念，而是透過被保險人彼此間各自傳遞、承擔風險，形成「分散式網路」。本研究以現行P2P保險公司的營運模式進行劃分，分為三種：保險經紀人模式、保險人模式及設群自治模式，依序以Friendsurance公司、Lemonade公司及Teambrella公司為代表。 本研究歸納出P2P保險的價值有下列四項：第一，建立保險人與被保險人間、被保險人彼此間之信賴關係。第二，從管道企業至平台企業，以有共同保險需求之被保險人群體為主要資產。第三，服務創新與體驗，使保險程序更具便利性、即時性、快速性。第四，降低成本，使被保險人可以更低廉價格獲得保險之保障。最後，本研究以價值創造循環理論(Value Creation Cycle, VCC)，提出P2P保險商業模式為保險產業帶來持續正向價值的循環過程。

This study starts with the current state of the antiquated insurance industry. To be more specific, the traditional insurance companies are facing serious problems, including moral hazard, adverse selection, the distrust relationship between the insured and insurer, and the tedious claim settlement. In the perspective of risk markets, insurance companies act as centralized hubs in a centralized network. The reinsurance industries create second-degree connections between insurance companies, building a decentralized network. In the traditional insurance industry, these two networks formally exist. However, in order to solve the problems in the traditional insurance industry, the new generation of P2P Insurance firms emerge. Unlike the centralized and the decentralized network, P2P insurance firms distribute risks through social network. This study distinguish the P2P insurance firms nowadays by their business models into three different categories: Broker model（Friendsurance）, Insurer model（Lemonade）, and the Community Autonomy model（Teambrella）. Based on the study on P2P insurance firm’s operation, this article comes up with the system structure of P2P insurance. Furthermore, the value of P2P insurance includes: rebuilding relationship between insured and insurer, “Pipeline to Platform”, service innovation, and the reduction of costs. In the end, on the basis of the Value Creation Cycle Theory, this study presents the key factors that maintain the positive cycle of the P2P insurance model.