Candian Life Insurance News

Insurance 2030: The Future Isn’t What It Used to Be

New SMA Blog by Mark Breading, Partner, Strategy Meets Action

The pandemic has changed everything. Well, not everything… but it has changed many aspects of the lives of individuals and families and has had far-reaching effects on businesses in every industry. The patterns that represent the ebb and flow of daily life have been altered significantly. Where we work, travel, eat, and buy are quite different than what they were in early 2020. This upheaval of society has important, long-term implications for the P&C insurance industry. Customers, risks, operations, and the workforce all have undergone rapid transformations over the last year. This makes strategic planning a challenge for insurers.

As the new decade dawned in 2020, many insurers began thinking about what the world would be like in 2030, and by extension, what it would mean for their business. Enter scenario planning. Scenario planning is a time-tested tool in the strategic planning toolkit. SMA has been quite busy facilitating scenario planning sessions for insurers over the past couple of years. The beauty of scenario planning is that even though the timeframe is often ten years out, the result of the process is the identification of strategic actions that should be taken in the short and near-term to position for the possible developments in the future. Before the pandemic, many were able to envision the state of their customers and their business model ten years out. Even though there were many uncertainties, there was still a relatively clear line of sight to the future.

Although mid to longer term planning should never be based on straight line projections of the future, they still form the basis from which various alternate future scenarios can be developed. Now it is fashionable to say that 2025 is the new 2030. The predominant theme is that the pandemic, economic lockdowns, and work from home mandates have accelerated digital transformation. There is no doubt this is true, but the reality is more nuanced than just an acceleration of trends in a straight-line manner. It is not just that the future we envisioned will arrive more quickly than we originally thought – it’s that the future will be different than what we all originally thought it would be. In other words, the future isn’t what it used to be.

None of us can predict the future. But that makes the scenario planning approach even more valuable. The value of evaluating different alternative futures in the context of the insurance enterprise is that it stretches our thinking, opens up new possibilities, and identifies foundational capabilities that are required for success in any of the possible futures. Every dimension can be explored in a holistic way, looking at factors external to the insurer such as the industries and customers they serve, the potential changes to the landscape of risk, the nature of the workforce, and the role of automation and advanced technologies. The whole value chain is in play – from how products are conceived and designed to how they are sold, priced, and serviced – along with every part of the business that supports those activities.

What will the world of 2025 or 2030 mean for your business? For that matter, how do you need to adjust your strategies and plans now and for 2022? Feel free to reach out to me so we can explore this together.

About The Author

Mark Breading, a Partner at Strategy Meets Action, is known for his insights on the future of the insurance industry and innovative uses of technology. Mark consults with insurers and technology companies on forward thinking strategies for success in the digital age. His inventive methods and his ability to incorporate InsurTech and emerging tech into business strategies are unparalleled. Mark also leads SMA’s research program, has overseen the publication of over one hundred research reports, and directed custom research projects for insurer and tech clients. His thought leadership in the areas of InsurTech, emerging technologies, customer experience, and digital strategies has earned him rankings as a “Top Global Influencers in InsurTech” by InsurTech News and Onalytica and a place in the 10 finalists for the “Top Global IoT in Insurance Influencer Award.”

Before joining SMA in 2009, Mark spent 25 years with IBM, where he co-developed IBM’s Account Based Marketing program and led the global project office to implement ABM across all industry verticals worldwide. Mark has held both technical and business roles in sales, consulting, marketing, and business strategy and has advised insurers around the world for almost 30 years.

He is a frequent speaker at industry events; an InsurTech mentor with the Global Insurance Accelerator; and a frequent contributor of articles to Insurance Thought Leadership, Insurance Networking News, LOMA Resource, and many other industry publications.

About SMA

Exclusively serving the insurance industry, Strategy Meets Action (SMA) is an advisory services firm offering retainers, research, consulting, events, and innovation offerings to both insurance companies and solution providers. Learn more about SMA at

SOURCE: Strategy Meets Action (SMA)

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Candian Life Insurance News

Transforming A Brokerage to Serve Today’s Customers

A 2021 ICTA nomination

Toronto, ON (Apr. 9, 2021) – With a deep commitment to premium customer service, Lepelco was determined to digitally transform in order to scale the business. Their previous technology limited their ability to manage workflows, grow their commercial lines book of business and communicate with clients in their preferred way. In 2017, Lepelco selected Applied Epic as their foundational system and Applied CSR24 and Applied MobileInsured to enable the digital customer experience and a path to paperless service.

Implementation and Deployment

To meet their sales and service objectives, the entire organization participated in a detailed change management process that began with data. Reports conducted manually in excel were done directly within Applied Epic and distributed to department heads, enabling team empowerment as each group championed the implementation process and captured the greatest results for their objectives. This allowed flexibility and helped teams embrace technology to build new business models, unified team processes and results while ensuring quality data through standardized workflows to ensure longevity of critical business information as the business continues to scale.


After four years as a Digital Brokerage, the team has seen significant business gains in their operational workflows, commercial lines growth, digital customer self-service, enhanced insurer connectivity and tracking across the organization.

Operational Efficiency

Lepelco operates more efficiently by taking advantage of the business process management workflows to automate, adapt and reassign tasks to ensure consistency across all users and locations. Applied Epic has eliminated time-consuming tasks required to run the business, ultimately, driving profitability by allowing the brokerage to spend more hours of the day focused on revenue generating activities.


With the Applied Digital Brokerage solution, Lepelco has the ability to measure opportunities across different geographic territories and lines of business and offer targeted marketing or service campaigns to increase revenue mix and drive profitability.

The commercial lines team can generate submissions faster, receive faster quotes due to standardized inputs and create branded proposals to win more business. Standardized commercial lines workflows eliminate individual methods of processing new business or managing in-force policies, reducing inefficiencies and potential E&O. The commercial team analyzes their book of business to identify trends that can be leveraged for growth on a regular basis through automatically generated reports which form the basis of their marketing campaigns.

Omnichannel and Self-Service

Lepelco has always understood the importance of omnichannel engagement with the insured. By extending critical information in Applied Epic via Applied CSR24 and Applied MobileInsured, their brokerage branded portal and mobile app. This integration creates flexibility to enable Lepelco to serve their customers when and how they want.

The Lepelco team and their customers quickly adopted Applied CSR24 and Applied MobileInsured. From the beginning, the employee workflows in Applied Epic included scripts and communications to seek permission to receive email correspondence about the policy. Once customers provided consent, Lepelco offered onboarding tools to sign-up for the Lepelco Customer Portal (CSR24) and App (MobileInsured). The team even created a customer tutorial video to assist customers in moving to self-service. The Lepelco team regularly review key performance indicators to review access and membership of the portal. To date, Lepelco has captured critical mass of customer emails, driving communication that is more effective to customers with 84% of personal contact email data in Applied Epic and 94% in Commercial Lines.

When the pandemic struck, the value of a Digital Brokerage solution (Applied Epic, CSR24 and MobileInsured) was more important than ever. Differentiating the brokerage brand vs the insurer brand through technology in a paperless manner became essential. During the immediate COVID crisis, Lepelco was able to send over 30,000 communications directly to clients via email where they could log into the Lepelco Customer Portal (CSR24) and securely access insurance documents. Most importantly, because these communications triggered from Applied Epic, Lepelco could be precise and personal in their outreach to customers. For example, when Intact offered a credit to auto clients in April, Lepelco could notify eligible customers under the brokerage brand. Later, when Northbridge offered a credit to Commercial Lines customers, Lepelco sent targeted brokerage branded letters/emails directly from the Applied Epic to communicate with customers based on line of business and eligibility. As brokerages navigate the path to paperless, Lepelco’s early adoption of digital proves that brokers can avoid disintermediation and scale for future growth.

Insurer Connectivity

With greater insurer connectivity in Applied Epic, Lepelco can trigger a brokerage branded letter or email. For example, a property renewal with a specific insurer can be set to send automatically at a pre-authorized time. The end-to-end communications between Lepelco and their insurer partners within Applied Epic enables the team to serve clients regardless of location and drive operational efficiency, particularly when mail is not an option. Policy data can be uploaded to insurer systems with a single click in Applied Epic’s eServicing saving time, reducing E&O.


Leadership can quickly gain a holistic view of their business and sales teams can identify and compare their hit ratio for each line of business in a given territory so they can target specific geographies for marketing campaigns or markets with specific insurers. These metrics enable the brokerage to make better business decisions so they can ultimately drive profitability.

Lepelco is dedicated to ongoing tracking to improve operations and continue to scale. Through the tracking of activities in Applied Epic, management can measure productivity and renewals and reassign resources quickly. Each team manages a dashboard for email acquisition, which is directly tied to Lepleco’s workflows for each transaction including endorsements, renewals, new business and claims.


In 2017 Lepelco Group launched Applied Epic with 66 employees and $20M in premium. Today, the brokerage operates with 75 employees and exceeds $50M in premium.

Lepelco’s use of Applied Epic, Applied CSR24 and Applied Mobile Insured prove that brokerages can manage a paperless policy lifecycle within their brand and avoid disintermediation.

Data is key, and Lepelco has adopted Applied Epic workflows to capture critical contact data (84% of PL email data in BMS, 94% in CL). Ongoing KPI’s ensures continuous adoption of the Customer Portal and Mobile App. Since March, Personal Lines adoption has increased by 19% and Commercial Lines by 36%.

During the immediate COVID crisis, Lepelco was able to send over 30,000 communications directly to clients via email where they could log into the Lepelco Customer Portal (CSR24) and securely access insurance documents.

About Lepelco Assurance

Founded 65 years ago, Lepelco is the prime example of a family business, passed down from generation to generation. Focused on customer needs first, they embarked on a digital transformation for their entire business to enhance their ability to meet the needs of the modern consumer. The strategy focused on driving significant business value and extending their brand presence in both personal and commercial lines through technology. With their digital brokerage solution in place before the pandemic, it has enabled their team and customers to adapt to changes and events.. For more information, please visit

About Applied Systems

Applied Systems is the leading global provider of cloud-based software that powers the business of insurance. Recognized as a pioneer in insurance automation and the innovation leader, Applied is the world’s largest provider of agency and brokerage management systems, serving customers throughout the United States, Canada, the Republic of Ireland, and the United Kingdom. By automating the insurance lifecycle, Applied’s people and products enable millions of people around the world to safeguard and protect what matters most. For more information, please visit

Source: Lepelco Assurance

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