Progressive Web Apps, the solution to insurer’s digital challenges

Over the last few years, there has been a phenomenal growth in the number of mobile and internet users. More than 60% of the internet usage is via the handheld devices – mobile phones, and tablets. 

Considering the world we live in now, with the pandemic and digital disruptions, we need solutions that offer the highest customer experiences. And this is where Progressive Web Apps (PWA) comes into the picture. These are web applications that use modern web capabilities to deliver app-like experience to the customers. The apps meet all the challenges thrown its way, are accessible through URLs, can be deployed to servers,  and discovered through search engines.

Why Progressive Web Apps?

Typically, a user finds the app in the app store, downloads and installs it on their device before using the same. With the progressive web apps,  users will be able to directly start using the app skipping the discovery, download and installation steps. When they do return to the app, they will be asked to install the same and use it in full-screen mode for enhanced experience. 

In order to qualify as a Progressive Web App, your app should be:

• Progressive – App should work across browsers since they are built with progressive enhancement as a core basis.
• Responsive – Appear and function to the same level across devices- desktop, mobile, tablet, or whatever other devices come in the future.
• Connectivity independent – The apps are enhanced with service workers and therefore work on low to zero network connectivity[offline mode].  
• App-like – These apps offer a regular app like features and functionalities, including navigation and UI.
• Updates – Any update or changes made are available in real time through the service worker update process.
• Safe & secure- Served through ‘HTTPS’ so as to prevent any tampering or frauds to both the content and the user.  
• Discoverable -Since they function exactly like an app, they can be discovered through any search engine.

Install with ease – The PWA lets the user “keep” the apps they use often on their home screen without the issues related to an app store.  Shared via URL and does not require any complicated installation process. 

Benefits for insurers and insurance companies

In the past few years, insurance companies have  adopted digital solutions to help them address challenges, and increase speed to market. They have launched apps to handle various functions – generating online quotes to address customer queries, and even claims settlement. With the advent of telematics, there is the additional monitoring of a customer’s behaviour patterns to offer personalised products. While all these make it easy for the customer to stay connected to the insurer, there are always hiccups along the way. There are instances when customers use the app for a short span of time before deleting it.

According to Gartner, by 2020, PWAs will represent 50% of web applications. Some of the PWA capability highlights are:

1. The ideal solution for insurers would be to integrate all the essential functions into an online system served as PWA, thereby doing away with the need to install one more app.
2.  Insurers can also use the PWA to send targeted marketing  messages.
3. These PWAs are user friendly, lightweight and there is no need to persuade users to install yet another app. 
4. Website-like advantages include quick loading of the app, access the app via browser, works on any device, link with a unique URL, discover on Search Engines
5. Web developers need not design and develop an exclusive  progressive web app for each OS.
6. Native Mobile App-Like Advantages are push notifications, full screen view, working offline, splash, works offline, ease of access with the app installed on the home screen are available. 

For insurers, the PWA offers gates to new opportunities, along with increasing the interactions and engagement with customers. It also ensures the customer has a streamlined and smooth experience all along the insurance purchase, and claims journey. Here are two areas that will see a major impact with PWA,

a) Insurance Quotes – the customer receives a link using which they can obtain quotes across policies and the user can share the same with others to verify or obtain inputs from. 

b) Claims Process: Once the FNOL (first notice of loss) is identified, the user receives a link from the insurer, subsequent to which they can access the Claims PWA on their home screen with a single click [no app store search, or download required]. From there, the claim related data is gathered, necessary supporting documents uploaded, status updates and settlement updates are provided, exactly as it happens on a native app [except here the user can complete all tasks offline]

With PWA, the App churn is not an issue in both these cases as customers receive the information when they need them. Insurers can also use PWA digital business cards that automatically capture lead related information and trigger conversion funnel activities, and more.

Bottom-line, PWAs are indeed the solution to  quite a few of the issues faced by insurance companies. At Neutrinos, having sensed the need for shift in services, we have developed an entire Distribution suite that is based on low code/MXDP with progressive web apps capabilities, mobile applications, conversational apps, immersive tech and connected wearables. With Multi-experience Development Platforms, the possibilities are endless.  These are just a few among the many reasons behind why industry leaders have leveraged MXDPs to power their digital transformation journeys. Have you tried it yet?

References

https://www.forbes.com/sites/theyec/2019/10/23/how-progressive-web-apps-will-change-online-business/#538acb737081

https://blog.bitsrc.io/what-is-a-pwa-and-why-should-you-care-388afb6c0bad

https://www.e-point.com/blog/which-businesses-benefit-from-progressive-web-apps

https://www.smashingmagazine.com/2016/08/a-beginners-guide-to-progressive-web-apps/

https://www.thinkwithgoogle.com/marketing-strategies/app-and-mobile/progressive-web-apps-benefit-brands/