The Internet has become a primary communication channel between insurers and their agents over the past decade and a half, and agent portals are now table stakes for many lines of business. Although insurers are moving towards a more omni-channel approach to agent engagement, this doesn’t mean the importance of the agent portal is devalued; rather, it is now a piece of a larger strategy.
Agent portal software packages are key in tailoring user experience, as insurers often see portal functionality as superior to extending core systems via role-based security. Portals can also isolate agents from the impact of core system implementations by bridging both legacy and modern platforms.
Aside from vended software solutions, insurers are also beginning to seek out “toolkits” to build their own portals from scratch. Digital experience platforms (DXP) are an emerging example; these platforms evolved from content management systems, and they typically include digital marketing and transactional capabilities but contain little pre-built insurance content. An additional type of tool used by some insurers is application platforms, which focus on workflow and application integration.
Regardless of implementation approach, agent portals will continue to be an important part of a carrier’s system portfolio as companies enhance the customer experience for an agent. In the future, portals will likely incorporate responsive design, integration with social media platforms, and analytics to help agents transition to a fully digital experience and meet the changing expectations of consumers.
For more on current options in the agent portal market, see our latest Novarica Market Navigator.
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