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- Title
A PERCEPÇÃO DE CONSUMIDORES QUANTO Á COMERCIALIZAÇÃO DE SEGUROS VIA INSURTECHS.
- Authors
BARROS MORAIS, MAURÍCIO TADEU; HELENA BELINTANI SHIGAKI
- Abstract
The insurance and open private pension industry is undergoing technological and regulatory transformations in its commercialization model and in its consumption strategies. These transformations began in the 2008 financial crisis, due to the provocation generated by the distrust in the traditional world financial sector, opening a door for the creation of new players in the financial market, with the emergence of companies called FinTechs - an acronym used to identify the link between the financial and technological sectors, later affecting the insurance market with the emergence of InsurTechs, a term attributed due to the application of technology (technology) and insurance (insurance) (ANDRADE, 2019). The objective of this study is, therefore, to identify and analyze the challenges of consumers in the interaction with insurance brokerage companies, from the emergence of Insurtechs. To this end, the Unified Theory of Acceptance and Use of Technology (UTAUT2) (Venkatesh et al., 2003) is used as a basis. The nature of the research is classified as descriptive with a qualitative approach, via a case study method. A systematic review of the literature on the object of study was carried out, followed by a bibliographic search of the theories used and interviews with the consumer public with a semi-structured script.The data were analyzed from the perspective of Content Analysis. The results of the analyzes allowed us to respond to the specific research objectives, confirming changes in the commercialization of insurance since the emergence of insurtechs. The insurance sector is going through a time of technological transition that impacts the relationships between consumers and distributors. Although the market is considered conservative, technological changes bring new and positive experiences for consumers, demonstrating advances in product acquisitions via insurtechs and the trend of online shopping, with broader offers and simplified processes, generating positive social influence also on other consumers, especially the younger ones. Distribution and consumption habits are perceived towards the digital market for simpler products and towards the broker market for more complex products. Insurtechs bring risks of disintermediation and demands for strategic repositioning of brokers in this scenario of technological transformation with a more digital, consultative performance and proposal of relationship services. The new requirements and technological realities change the business model based on market repositioning, generation of new opportunities and digital behavior. The main barriers identified from innovation to the market are the lack of culture and consumer ignorance, which can be overcome with security education.
- Subjects
MARKET repositioning; GLOBAL Financial Crisis, 2008-2009; CONSUMPTION (Economics); DIGITAL transformation; INSURANCE companies; EDUCATIONAL innovations
- Publication
Brazilian Business Law Journal / Administração de Empresas em Revista, 2022, Vol 28, Issue 2, p122
- ISSN
1676-9457
- Publication type
Article