Harnessing Data to Improve Customer Service in the Insurance Industry

In the 2025 Digital Adoption Report published by Insurance Times, almost 40% of brokers said that data analytics and insights contributed the most to their business growth in 2024. It’s no surprise then that it was one of the top three areas selected for further investment by brokerages in 2025. Access to better data enables brokers to respond to market demands quickly, allows for more accurate decision-making, and creates new avenues for innovation.

However, an equal amount - almost 40% - of brokers don’t believe they are making the best use of data analytics. The need to improve data insights and add value to both customers and insurers is highlighted through the research. With a myriad of data available, it can be overwhelming and confusing for brokers to zone in on the key statistics and turn them into meaningful actions.

This blog will examine how digital technology can transform the way we collect, extract and interpret data, ensuring that brokers can simply and easily access the insights they need. We will also investigate strategies to build insurer confidence in interpreting data in a way that adds real value to their customers and businesses.

How data can enhance personal relationships in a people-orientated industry

The insurance industry is fundamentally about people, their important assets and of course relationships. Successful brokers understand that trust and meaningful connections with clients are at the core of long-term business success. However, administrative tasks and routine customer service responsibilities can consume valuable time that brokers could otherwise spend engaging with clients, understanding their needs, and building lasting relationships.

By leveraging data, analytics, automation, and even artificial intelligence (AI), brokers can streamline their operations, allowing them to focus on what truly matters—serving their clients better. These tools provide deeper customer insights, enhance personal interactions, and ultimately foster stronger relationships, improving both sales and customer retention.

Data Has the Detail to Strengthen Client Relationships

When used effectively, data enables brokers to gain a deeper understanding of their clients, helping them, if they wish, to offer more personalised services. At its core, insurance has always been a data business, with the need to understand and price for risk which is dependent on having access to the right information. Getting the right data capture is key to ensuring the best product and coverage for your customers.

Taking this one step further, analysing and interpreting this data allows you to elevate the offering. For instance, if a broker has access to data that reveals a client owns multiple vehicles, takes frequent holidays, or has pets, they can tailor their advice accordingly. This deeper level of personalisation strengthens the broker-client relationship and builds trust, positioning the broker as a knowledgeable and proactive advisor rather than just a service provider.

I can't help but think of the the old adage of poor data in, poor data out! A clear data strategy is key and should include a holistic view from complaints and regulation to the technology that enables it, to the business users in pricing, underwriting, of course claims and fraud who need this for better decision making.

Ascend Broking

Matthew Collins, founder and managing director of Ascend Broking, in Chelmsford, said:

“For me, data is the really interesting piece. It enables us to look at the profitability of every client and each sector, and it can, importantly, also provide a detailed breakdown and comparison of service and claims performance by each individual insurer. All of which provides insight into client risk, insurer performance and, of course, the ability to develop existing and new solutions for our markets.

“It is essential however to be able to trust in your IT, to know that all the effort made to gather and put in more data will be rewarded with high quality, accessible and interpretable data you can get out.”

Making Data More Accessible and Creating Actionable Insights

Despite the potential of data analytics, many brokers still struggle to access meaningful data in an easily interpretable format. The term "user-friendly" is often overused, but a truly effective data analytics solution should be just that—intuitive, visual, and accessible. While data analytics may evoke thoughts of intricate algorithms and complex mathematical models, at its core, it is simply a powerful tool that transforms raw data into valuable business insights, providing brokers with a new lever to enhance decision-making. I always believe that numbers are numbers and not really useful unless they help propel you forward to make better decisions.

Research from the 2025 Digital Adoption Report highlights a growing demand among brokers for greater access to market data and analytical tools. Many recognise the importance of data but lack the necessary resources to convert raw information into actionable insights. Bridging this gap is essential for brokers looking to scale their business and gain a competitive advantage. Platforms such as Applied Epic® provide opportunities for brokers to gain data access easily and continue to advance their data strategy. Smaller brokerages may believe they intuitively understand their business performance. However, data analytics offers a more comprehensive and objective view, revealing trends and inefficiencies that may otherwise go unnoticed.

For example, analytics can help brokers track key performance indicators (KPIs) related to different books of business, employee productivity, and insurer relationships. They can track the performance of insurance products and retire those that are under under-performing. Brokers can identify regions in which products sell well to redeploy and grow products in those areas.

The Future of Data in the Insurance Industry

As the insurance industry continues to evolve, the role of data and data insights will become increasingly pivotal. Brokers who embrace data-driven strategies will enhance their operational efficiency and deepen their client relationships. By integrating data analytics into their daily workflows, brokers can shift their focus from administrative tasks to meaningful client interactions, ultimately driving business growth and customer satisfaction.

It is clear to me that the future belongs to those who can turn data into insights to drive more meaningful relationships.