It’s easy to assume that pretty much everyone has a bank account. After all, it kind of boggles the mind, imagining what it would be like to get by without one.
Still, 10 percent of America is “unbanked” meaning that they are individuals who don’t use banks at all. In addition, another 17 percent are considered underbanked, which means, according to PBS, that “they use a bank account in addition to an alternative financial service like payday lenders or payroll cards.”
A marginal slice of the population? Not really: we’re talking 27% of the nation.
To make things more interesting, those un- and underbanked individuals are smartphone users.
Among the unbanked, 70 percent use smartphones
Among the underbanked, 40 percent use smartphones
Occasionally these bank-averse individuals do open an account, and when they do, statistics show they have an overwhelming preference for mobile banking. That’s true among regardless of income level. And while later they may choose to close the bank account, the phone remains an important fixture in their lives. Bank accounts may come and go, but smartphones are forever.
Does usage based insurance appeal to the unbanked?
If you’ve never opened a bank account, you probably don’t have a credit score. And when you don’t have a credit score, it’s tough to get car insurance. Some insurers may shut the door on you entirely. Others may require you to pay higher premiums. Here’s where UBI could present an interesting solution.
Anyone who’s already using a personal device on a daily basis is probably willing to consider getting auto insurance via a smartphone app. The un- and underbanked demographic, in particular, is even more likely, given their preference for mobile banking.
Usage based insurance eliminates the need for insurers to factor in a driver’s credit score when setting their rates. By basing the cost of insurance on a driver’s behavior, usage based insurance sidesteps the need for credit data.
This means that providers who offer UBI-based insurance without requiring credit data have a competitive advantage when appealing to un- and underbanked customers, because they can offer them more competitive rates. That’s a significant advantage as we’re talking about 27 percent of the population.
This is just one more way usage based insurance could transform the face of car insurance. Click here to see how usage based insurance could revolutionize your approach to insurance.
In any industry, customer loyalty is a precious commodity. That’s no less true in the world of auto insurance. As Bain & Company puts it: “Loyalty improves a carrier’s economics and leads to sustained, above-market growth.”
But what do we mean by “loyalty” exactly? What does it take to make customers stay with an auto insurer for the long-term?
Customer retention isn’t just customer satisfaction.
When a customer chooses to stick around because of the benefits an insurer provides, their actions are driven by positive experience. You could say, then, that the key to customer retention is customer satisfaction.
You’d be mistaken. A new survey released by Accenture Global found that while 86 percent of insureds who filed a claim were satisfied with how it was handled, 41 percent of those customers are still likely to switch insurers in the next 12 months.
In fact, the data shows that the very act of filing a claim makes a customer more likely to switch insurers, even when they’re completely satisfied with how it went.
It’s not to say customer satisfaction in the claims process doesn’t matter – speed and transparency being the two most important factors, according to 94 percent of Accenture survey respondents. Having access to digital channels also ranks high on the satisfaction requirements.
However, if having a claim tends to trigger the insurance shopping process, the most important question may be how to prevent the claim altogether.
Use UBI as a tool to prevent claims and build the relationship.
By harnessing usage based insurance data, insurers can define strategies to help customers manage risks and even reduce the number of claims they file. As a result, insurers not only lower claims costs, but may gain an advantage in customer loyalty, says Bain & Company.
However, usage based insurance isn’t just about data collection. In fact, it offers insurers the opportunity to go far beyond information gathering to the state of relationship nurturing. UBI provides a chance to communicate with customers every time they drive in a positive and constructive manner. It’s the ultimate digital connection – not hinging on potentially negative touch points like claims or billing, but rather facilitating quality, helpful coaching on an ongoing basis.
And here’s the great thing: The relationship nurturing capabilities start immediately. Insurers can provide helpful driving tips as soon as UBI policyholders install the app and take their first trips. Insurers don’t have to wait for data, actuaries and new rating tables. They have an instantaneous ability to provide coaching and thereby start a new kind of insurance relationship.
They say that when you teach a man to fish, you feed him for a lifetime. What happens when you teach a man, or a woman, or their teenagers to drive more safely and avoid the pain of accidents? They appreciate it and remember it. And, greater loyalty, retention and referrals just might ensue.
Click here to learn how usage based insurance works for insurers.
Last week, California District Attorney Offices in 22 counties filed 171 felony and 28 misdemeanor charges against 187 people for alleged auto fraud involving 40 insurance companies. While these numbers are staggering, the truth is that 49 other states could probably do the same.
Insurance fraud is becoming more of a norm than an exception, particularly in the wake of a shaky economy. In fact, 24% of those polled by the Insurance Research Council said that it’s acceptable to pad an insurance claim to make up for a deductible and 18% said that it’s OK to pad a claim to make up for premiums paid in the past!
In auto insurance, fraud involves several little white lies, including:
Falsifying the garaging address
Underestimating annual miles driven
Omitting some drivers in the household
Overstating the extent of damages when filing claims
Fudging when and how an accident occurred
Forgetting to report changes that may impact applied discounts
According to a 2010 report by Quality Planning, premium leakage cost auto insurers $15.9 billion in 2008. Breaking down the total, vehicle rating factors including annual mileage and rated territory accounted for $6.5 billion in lost premium, while driver rating factors such as unrated operators, accounted for $8.9 billion.
Fortunately, through smartphone-based UBI, auto insurers finally have a way to deter and detect fraud, and to recapture a portion of the dollars lost to premium leakage.
First and foremost, usage based insurance has a built-in deterrence factor. Those who are more prone to fraudulent activity are least likely to sign up. Therefore, the quality of your policyholder pool naturally improves as a byproduct of UBI.
False garaging addresses are easy to detect thanks to the GPS element of a smartphone UBI platform.
Annual mileage driven becomes a non-issue because the usage based insurance app periodically communicates with the vehicle’s odometer.
Certain smartphone UBI apps develop driver signatures over time and are able to detect when other people are driving by comparing current driving behavior to the normal policyholder driving behavior. This capability could flag the possibility of unreported drivers.
Smartphone UBI apps also detect hard braking and sharp cornering events, as well as a vehicle’s geographical location at any given time. This data could be used to corroborate a policyholder’s claim. For example, if a policyholder says a tree limb hit his car in his driveway at 9:09 p.m., but the UBI data shows that the car had a hard braking event that occurred 22 miles away from home at 9:09 p.m. on the date of the reported damage, further investigation may be warranted.
One more consideration in your UBI ROI formula –
Isn’t it time to take a tougher stance on fraud? As you calculate the potential costs and returns of usage based insurance, make sure to include the potential impact of fraud reduction in your equation. That figure could be just as important as the new market share you plan to attract.
The Internet of Things is a rapid, widespread shift in technology that’s taking the world by storm. It’s the force that’s making a modern-day reality of the futuristic world – a world we used to only see in the movies.
Smart houses that turn on the lights and heat before you arrive home …
Shoes that tell first-responders where exactly where you’ve fallen …
Cars that parallel-park themselves …
Usage based insurance apps that can detect an odometer reading …
So what does this have to do with insurance?
If you’ve read some recent industry articles, you may believe that insurers are slow to catch on to the storm of changes brewing in the IoT. After all, when a worldwide trend is developing this fast, insurers can’t afford to get caught napping, as Insurance Networking News inferred last week. In the Nov. 5 article, author Lenny Liebmann says,
“Despite the proven value of vehicle telemetry in supporting usage-based insurance (UBI) offerings for car owners, the insurance industry is taking a wait-and-see attitude towards the broader Internet of Things (IoT). Their attitude means that it may be years before most insurers gain the ability to capture, analyze and integrate IoT into their pricing, underwriting and claims operations.”
The Insurance Networking News article was partially based on a recent report by Celent. When Celent asked a panel of insurance CIOs how C-suite management views the Internet of Things, 11 percent of small insurers and 25 percent of mid-size insurers replied that it would substantially change how they do business. None of large insurers felt the IoT would substantially change their business models. Many who were interviewed felt that it was simply too soon to tell. The report concludes that insurers are largely in a “watchful waiting mode,” with usage based insurance being one notable exception.
There’s a good reason that usage based insurance is the exception!
Starting a usage based insurance program is equivalent to dipping your toe into IoT waters. And dipping your toe is important for informed decision making. Those of us who work in insurance know that insurers aren’t napping, but they are cautious, and rightfully so – as they’re often the ones left paying for brash decisions.
Fortunately, usage based insurance isn’t an all or nothing proposition, particularly when compared to the unprecedented task of underwriting insurance for a driverless car. With usage based insurance, insurers can ease their way into program rollouts by starting slow, implementing a small self-selection discount, and keeping filings simple. If filings are based on a small self-selection discount, loss data and scoring models most likely won’t be needed to get started. Read more about our “feed the UBI elephant strategy” here.
American education reformer, Horace Mann once said: “Let us not be content to wait and see what will happen, but give us the determination to make the right things happen.” No – the insurance industry isn’t napping – it’s contemplating and strategizing. By dipping a toe, testing the waters and making informed decisions, it can make the right things happen.
We have limited UBI pilot programs available.Let us knowif you’d like to be considered.
Since the dawn of usage based insurance programs, the issue of battery drain has been an underlying concern. But has that concern now been resolved?
Battery drain woes began with the OBD device …
One leading insurer offering an OBD-based UBI program was named in a class action lawsuit that claimed among other things that the OBD device “always drains a vehicle’s battery, making the battery worth less than it would be without the device. Many times a vehicle’s battery is drained to the point that the battery is non-functional.” The underlying problem with OBD vehicle battery drain is that the OBD device was never intended to run in a vehicle on a continuous basis. It was originally designed to plug into the vehicle’s CAN-bus for a few minutes to take some diagnostic readings.
Battery drain continued to be a concern with first generation smartphone UBI apps …
The main culprit behind smartphone battery drain is the Global Position System (GPS) component. If a smartphone runs a GPS to determine the user’s exact location at any given moment (UBI-related or not), battery life will be impacted. While the GPS is acquiring and comparing satellite signals, the phone is unable to enter a sleep mode. According to Forbes, a smartphone’s ability to retain battery life is largely dependent on its ability to quickly enter and exit sleep mode.
An obvious solution is to simply plug the smartphone into a charger anytime one is driving. However, this is not realistic. For a smartphone UBI solution to be successful, it must be completely non-reliant on the driver. We can’t take the risk that driving data quality will be diluted because drivers forget to turn their phones on and charge them while driving.
What do consumers think about UBI battery drain?
In July 2014, Towers Watson conducted a survey of 1,000 U.S. consumers. Among other things, they asked consumers for their thoughts about UBI battery drain. Here’s what they said:
39% would accept noticeable drain on battery life that impacts daily usage.
76% wouldn’t mind a modest drain that doesn’t impact daily use.
A next-generation solution that meets consumers’ needs …
While all smartphone UBI apps are not created equal, some have managed to overcome the battery drain hurdle, including us here at Driveway Software. In our 2014 Driveway Data Challenge, we closely monitored battery drain. On average, the Driveway Software app had an average battery drain of 7 percent a day. Not bad, right? We feel that anything less than 10 percent daily battery drain is most likely acceptable to users and this is confirmed by the Towers Watson data.
Final charge …
Now that you know the facts, you can see … smartphone UBI is indeed past the pain of battery drain. Of course, this factor is a major consideration as you choose your smartphone UBI partner.
Yet there’s one thing holding many of you back. You see usage based insurance as a big, daunting endeavor –an endeavor requiring massive amounts of data, analytics, and product filings.
How to eat the UBI elephant?
Creighton Abrams once said, “When eating an elephant take one bite at a time.” While pondering this wisdom and its usage based insurance relevance, I Googled the phrase “how to eat an elephant” just to see if any further inspiration might arise.
Fortuitously, I stumbled on an insightful entrepreneurship blog by The Robert D. He says:
“Here’s the problem – most of us are trying to create a project, not dismantle one. We are trying to build something that does not exist. In reality, we are NOT trying to eat an elephant. We are trying to grow an elephant. So, start feeding it. One bite at a time.”
Robert D. advises that if you’re growing an elephant you should start by feeding it a series of small snacks, rather than a full Thanksgiving buffet. He also recommends using existing resources, borrowing from what has already been done.
Five small snacks to feed usage based insurance
With the “feed an elephant” strategy in mind, here are five small snacks to get you started:
Start by implementing a self-selection discount of 5 to 10 percent. This discount has nothing to do with actual data or driving behavior, you’re simply making a fairly safe bet that those who are willing to be monitored are likely better drivers.
Keep your initial filing simple. See if there’s a way to amend your existing safe driver discount, creating a tier for self-selection that you can file in every state. Because you are basing your UBI rollout on a simple self-selection discount, you don’t need loss data or a scoring model tied to UBI customers for the filings.
Roll out your usage based insurance program one state at a time. Test your communication strategies and implementation on a small scale so you can see what works before you invest in the program nationwide.
In your first few states, with your simple self-selection discount, start tracking and collecting data in two areas: mileage and time of day. (See more on these factors below.)
After a couple of renewal cycles, start looking at how you’d like to change your usage based insurance model. This is when you can start worrying about more sophisticated filings. It’s also when you may want to incorporate other UBI monitoring factors such as braking and acceleration events.
Why start with drive time and mileage?
Drive time and total mileage driven are “known quantities.” You may have some existing data already, so it will be easy to compare the results of your newly collected UBI data.
Drive Time: We can already predict based on data from the Insurance Institute for Highway Safety that most accidents occur in the late afternoon, between 5 and 7pm and in the middle of the night, between 12 and 3 a.m.
Mileage: Mileage simply comes down to the odds of being in the wrong place at the wrong time. Statistics have shown that people who drive more miles in a year are more at risk of accident of those who drive less miles.
While these two factors are simple enough, the actual data has never been simple to collect … without a UBI program. To date, you haven’t known when your policyholders drive and how much they actually drive with any level of accuracy. Now you will know and those two pieces of information could be profit-changing.
Now that you have an easy plan, the only thing left to do is to start feeding your usage based insurance elephant! We’re here to help. We have limited UBI pilot programs available. Let us know if you’d like to be considered.
In the usage based insurance realm, braking events are an important indicator of risky driving behavior. If braking events per 100 miles are higher than average, the driver may be distracted (i.e. texting); the driver may not be maintaining proper vehicle distance; or the driver may have aggressive driving tendencies. In many claim situations, research has shown that frequency leads to severity. Likewise in driving, it’s a safe leap in thinking to believe that frequent braking events indicate a higher frequency of crash avoidance and perhaps a greater likelihood of an eventual accident.
While most auto insurers agree that braking is a good activity to monitor, there is debate about whether usage based insurance braking measurements are reliable. Questions linger about the difference between OBD and smartphone braking measurements, leading back to our original question … is braking bad?
Before I address this question, let me explain a few details about how braking events are measured:
Braking event: A braking event is defined as a reduction of vehicle speed of at least 7 mph per second. For example, if I’m travelling 65 mph at 12:59:01 and I’m travelling 55 mph at 12:59:02, a braking event should be recorded.
OBD device: A basic OBD device takes a vehicle speed reading from the car’s onboard computer approximately once every second. The OBD device has a couple of key limitations most notably that the OBD speed values don’t have timestamps attached. So while the readings are assumed to be one second apart, there’s no way to verify that they are. In some cases, there are small variations and the readings are actually .8 or 1.1 seconds apart and these small variations can result in under- or over-reporting of braking events. Also concerning is the fact that some vehicles send multiple speed readings at the same time and some vehicles report the speed as a truncated integer. Granted, some OBD devices are more sophisticated and include an accelerometer and/or GPS sensors. However, these types of OBD devices are more expensive, further inflating the cost of usage based insurance programs.
GPS sensors: Some people believe that a GPS device can detect braking events. However, GPS sensors tend to produce many false positives. That’s because the typical GPS has a low average accuracy of measuring 10 meters per one hertz. So, whether used in OBD devices or a smartphones, GPS sensors do not have high levels of accuracy when used independently.
Smartphone platform: For the purpose of this discussion, we’re referring to a smartphone UBI platform which constitutes an app combined with cloud analytics. True accuracy comes from the smartphone UBI platform’s ability to interpret and infuse data from multiple modes of measurement. During our studies, our smartphone platform merged data from the GPS, accelerometer, gyroscope and magnetometer. Sensor fusion gives the smartphone platform the intelligence needed to differentiate between an actual braking event and “noise” like when a phone is dropped. However, a remaining concern is that the phone may be turned off at times and some activity could be missed. With that in mind, a smartphone UBI program must have a built-in mechanism for accounting for time periods in which the phone is off, and removing those time periods from the average braking event per 100 miles calculation. This was true in our study.
Now back to the question … Are braking event measurements bad or good?
Earlier this year, we conducted a number of tests to compare smartphone UBI measurements to OBD measurements. As part of our testing, we compared the braking events per 100 miles as measured by a smartphone using GPS only, a complete smartphone platform and an OBD device. Below is the average number of events detected by each:
Smartphone using GPS only
Smartphone Platform with Sensor Fusion
Braking Events per 100 miles
Conclusion: While it’s clear that a smartphone with GPS only does in fact create “bad” results with excessive false positives, the other two measurements were remarkably close. Our conclusion is that auto insurers can confidently proceed with a complete smartphone UBI platform as described above, eliminating the burden and cost of hardware, while maintaining braking measurement accuracy. For more on the results of our study, see our recent article and sign up to receive the full study results when they become available.
2014 represents the best of times and the worst of times in the auto insurance industry. Financial results continue to be strong. Rates are trending up and P/C insurers’ net income rose modestly in the first half of 2014 according to Verisk Analytics.
No pain, no gain?
However, as the old saying goes, where there is no pain, there is often no gain. Is it possible that auto insurers are too comfortable to venture forward into territories not yet conquered?
It certainly seems that way from the usage based insurance perspective. Collectively, the industry seems to embrace the concept of usage based insurance. The industry also agrees that usage based insurance has the potential to be the next big market disrupter – akin to the change brought about by the introduction of credit scores as a rating factor back in the 90s. There also seems to be great buy-in to the concept of smartphone UBI – particularly since two major industry leaders announced smartphone UBI programs/intentions.
The only ingredient that seems to be lacking is forward momentum. This may be the worst of times in the auto insurance industry because many insurers lack any incentive to innovate.
Is a “wait and see” attitude prudent or foolishly tentative? Who will emerge the winners: The market leaders or the market followers?
Study finds early adopters grow faster.
According to a 2014 Harvard Business Review study, “The Digital Dividend, First-Mover Advantage,” there is a correlation between the early adoption of new technologies and better business outcomes. The study found that Pioneers (the 34% of the market who seek to gain first-mover advantage) are growing faster than other companies. Twenty percent of Pioneers have experienced more than 30 percent growth – twice that of those in the Follower category and three times that of those in the Cautious category. Those in the Cautious category were most likely to report no growth.
Interestingly, 54 percent of Pioneers report that their core strategy has changed due to changes in technology and 52 percent have changed their product/service offerings due to changes in technology.
Forty-six percent of financial services organizations in the Follower category cited “legacy technology getting in the way” as the biggest resistance to change.
How does early adoption translate to auto insurance?
To answer this question, it’s helpful to travel back in time to the mid-90s when credit-based rating made its foray into the auto insurance industry. What happened to the early adopters? Eighteen years later, at least one early adopter is now one of the top five largest auto insurers.
If you’d like to accelerate growth, it might be time to move from the back seat to the driver’s seat and become a leader rather than a follower. When you’re ready to do so, we are ready to help.
Lately we’ve been talking a lot about what consumers think of usage based insurance. We’ve talked about how they feel about it and whether or not they’re interested (they are). But who might benefit? That’s a different question.
It’s one thing to gather data on consumer opinion; it’s a slightly different thing to observe which customer groups stand to gain palpable benefits from making the switch to Pay How You Drive (PHYD) insurance.
Why does this matter? Because with this information, auto insurers can reach out to certain customer segments confidently with news of tangible benefits they may not know about. That’s value added. Which spells customer retention. Customers love to be educated about things that will make their lives easier and less costly.
Here’s where to start:
Statistics show that younger drivers are more likely to get into a wreck; therefore their premiums are usually higher. However, not all young drivers are deserving of their “risky” status.
How to tell them: Inform your youngest customers that under a traditional plan, their risk profile is determined by the behavior of others. Millennials, as a demographic, do not appreciate being lumped into a group and judged as such. They believe strongly in their uniqueness, and want to be treated as individuals.
PHYD insurance does just that. If your millennial customers can demonstrate they really are different by beating the statistics and driving safely, they can pay a lot less.
2. Low-mileage drivers
The more you drive, the greater your risk of collision. It’s a numbers game, right? But conventional policies often don’t price for all the possible mileage variances.
How to tell them: Explain that low-mileage drivers are much less likely to get in wrecks than high-mileage drivers. So it only makes sense that they should pay proportionally lower rates, and with usage based insurance that could be possible. Usage based insurance calculates your premium based on a variety of factors which include how many miles you actually drive. If your risk is lower because you drive less, usage based insurance might allow you to pay less, too.
3. Those who avoid night driving and rush hour
Statistically, those who drive between 5 and 7 p.m. and/or between midnight and 4 a.m. are more at risk of an accident than those who drive during other times of day. Traditional auto insurance underwriting lumps everyone together, assuming we all drive during high risk times.
How to tell them: This audience may include those who work from home offices or who have young children. Appeal to these types of customers by explaining that if they avoid driving during high risk times, they may receive a favorable driving score via usage based insurance, and that may result in lower insurance rates over time.
4. Safe drivers
Want to know something funny? Almost everyone behind the wheel believes they’re an above-average driver. It’s called illusory superiority: “Drivers consistently rate themselves as better than average — even when a test of their hazard perception reveals them to be below par,” according to Mark Horswill, a psychologist at the University of Queensland in Australia.
That said, drivers who really can deliver on their own safe driving self-confidence stand to gain a great deal from usage based insurance.
What to tell them: Offer your customers a safe driver discount with PHYD insurance. Let them know that if their driving is good, their premiums will go down periodically.
In addition to staying within the speed limit, safe driving habits include avoiding sharp turns, hard braking and aggressive acceleration events to name a few. Customers who practice those behaviors – or who believe they could, if they put their mind to it – will probably be happy to self-select and request the switch to usage based insurance.
Ready to empower your policyholders?
Tell these four customer segments how usage based insurance could be of benefit. Of course, there are many types of usage based insurance programs and details vary by state. Learn more about how UBI works for drivers here.