Innovation Will Continue to Be the Key to a Successful Insurance Business Model

In today's global economy innovation will be the key to survival for any industry. It is especially necessary for the insurance industry, which until this point has primarily focused on optimizing its products, processes and services rather than injecting real innovation into the business models.

With a record number of small businesses operating from various pockets of the world, the idea of globalization has taken root, completely changing the needs of small business owners. On the insurance front, small business liability demands are continually evolving, which means the insurance industry must be prepared to respond with innovative product offerings.

Insurance companies also need to incorporate innovation into pricing. Business owners vary widely on what they want to spend and what they want out of a small business liability insurance policy. While some prefer commodity pricing, others demand premium-quality policies.

There are three approaches to business model innovation insurance companies can take to ensure they remain competitive amidst the changing climate:

* Industry model innovation: Insurers will need to invest in collecting data and gleaning knowledge from consumers, small businesses, applicants and claimants to offer more defined products in personal and small business liability insurance. Insurers will then need to use this data to hone in on only those projects that have innovation potential. Redefining existing models or creating new models will also help remedy any negative images. Insurers should also focus on capturing new business owners through the use of a new approach that accommodates the complexity of today's business climate and addresses the new global economy. Utilizing the Internet, or Web 2.0 capabilities, will optimize data and information exchange and support collaboration among all users, including insurance stakeholders.

* Revenue model innovation: Consumers are well-educated and know what they want and don't want and will demand innovations in product offerings. To remain competitive in the new market insurers will need to offer reconfigurable products, services and pricing models. This might include innovations in pricing and underwriting of liability insurance for small businesses in which the insurer utilizes usage-based pricing.

* Enterprise model innovation: Collaboration is absolutely key to innovation and to changing the forecast of the insurance industry. Tapping into the knowledge of partners, peers and competitors will be essential. Insurers should learn from them and work with them to innovate something new and gain fresh perspectives on new approaches.

For insurance companies to effectively implement these business model changes, they will need to embrace collaboration. They will need to involve key stakeholders, consumers and policyholders in the beginning stages of the innovation cycle to create a forum of open communication and effectively manage expectations as changes occur. If implemented effectively, these business models could help the insurance industry make the changes necessary to meet the demands of a changing world.