Innoscore Insurance 2025: The Digital Discrepancy: Insurers Excel in Online Sales, Struggle in Service

Digital transformation is in full swing, but what is the true state of digital customer experience in the insurance industry? The current Innoscore Study 2025 by Finnoconsult (part of the AOE Group) provides revealing answers. An analysis of 94 insurers across Europe and North America shows: Online sales are established, but serious gaps are emerging in digital service and omnichannel communication.

Online Sales Strong, Digital Service Weak?

First, the good news: Digital policy conclusion has largely become the standard. Only 13% of the insurers examined offer no option in this area. "Online sales have established themselves as a relevant sales channel. The industry is solidly positioned here," says Chris Berger, CEO of Finnoconsult and Head of FinTech at AOE.

However, a different picture emerges beyond the point of sale. The study identifies an alarming "digital advice gap":

• No instant advice: More than half of the providers (53%) do not offer digital instant advice via chatbot or live chat.
• Barriers to personal consultation: Around one-third (34%) lack any digital option for direct appointment booking or inquiries.

"The industry runs the risk of winning customers digitally, but leaving them out in the cold when advice is needed," warns Berger. This represents the most significant break in the customer journey.

Accessibility: Major Catch-Up Needed Despite Legal Obligations

Another critical area is digital accessibility. Since June 2025, the Accessibility Reinforcement Act (BFSG) has been in force in Germany and Austria. Nevertheless, 79% of insurers still fail to meet the recommended minimum standard. Despite initial design adjustments such as larger font sizes, there is often a lack of technical detail, such as sufficient color contrast or screen reader compatibility—effectively excluding users with special needs.

DACH Region in Detail: Germany Leads, Switzerland with Service Weakness

A comparison of the DACH region reveals a heterogeneous picture:

• Germany is the technological forerunner, scoring with the most seamless processes and improvements in accessibility. Allianz (DE) defends the top spot here, setting standards with certified accessibility, deeply integrated self-services, and genuine omnichannel instant advice.
• Austria shows massive gaps in instant advice (80% of providers lack chatbots/live chat). Wiener Städtische (AT) leads in Austria, impressing with customer loyalty programs and innovative products.
• Switzerland reveals a "service paradox": Despite a good technical basis, one in three inquiries (34%) remains unanswered—the worst value in the DACH region. Helvetia (CH) takes first place in Switzerland, particularly due to outstanding digital claims reporting and end-to-end appointment scheduling.

Innovations and Best Practices: What Top Performers Do Right

Some insurers are showing how it’s done:

• Online Advice: Allianz offers "Live Video Advice" with real experts, without appointments and with minimal waiting times.
• Niche Products: Zurich addresses specific customer needs with wedding insurance, while Groupe Mutuel offers modular health prevention packages.
• Sustainability: Zurich presents sustainability goals interactively and offers explicitly sustainable product solutions.

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How Innoscore works

The Innoscore objectively analyzes insurers' digital readiness based on publicly available data, excluding internal surveys. In 2025, 94 insurers across Europe and North America were assessed from May to September. Three analysts evaluated each company using 480 criteria across 11 dimensions. This year's methodology placed new emphasis on smart assistance systems (e.g., wizards) and the quality of mobile services.

Conclusion: A Holistic Digital Strategy is Key

Prof. Dr. Fred Wagner, Board Member of the Institute for Insurance Studies at the University of Leipzig, summarizes: "Digital excellence has long required more than just functioning individual components. Consistent, holistic digital customer experiences and a user-centric digital strategy are not yet the industry standard, and that is precisely where the key to future viability lies."

The Innoscore Study 2025 serves as an important barometer, offering insurers guidance on how to consistently expand their digital capabilities and meet rising customer expectations.

"It is no longer enough just to look good, websites must now be operable for everyone," emphasizes Chris Berger.

Innoscore in the press

• IT-Finanzmagazin:"Innoscore Study: Digital Insurance Sales Top, Service Flop!"The tech-focused finance magazine highlights the "digital advice gap" uncovered by the study. The editors emphasize that while 87% of insurers have mastered online sales, the lack of instant advice tools like chatbots or video consultations (missing in 53% of cases) is creating a service void. Read the full article (DE)
• Cash.Online: "Digital Customer Experience Study 2025: Insurers Fall Short of Potential"Cash.Online focuses on the competitive landscape, noting that while German insurers like Allianz and CosmosDirekt are defending their top spots through "continuous development of digital services," many competitors are struggling to implement holistic digital strategies beyond the point of sale. Read the full article (DE)
• Versicherungswirtschaft-heute: "Online Sales Work, but Accompanying Digital Advice Falls Short"This industry staple confirms the study's mixed conclusion. The coverage particularly points out the deficits in accessibility (Barrierefreiheit) despite the new BFSG regulations, identifying this as a major compliance and usability risk for the coming year. View coverage (DE)

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