Designing for loyalty: A Q&A with Denis O’Neill, VHI Healthcare
Two in five insured customers have cancelled or are thinking about cancelling their policies, and one in five blame poor digital experiences. Our new Redefining Digital Experience in Health Insurance whitepaper reveals what this means for trust and retention in a market where cost isn’t the only factor.
Hear from Denis O’Neill, Digital experience manager at Vhi Healthcare at Vhi Healthcare, on how insurers can meet rising expectations and keep customers engaged.
Two in five insured customers have either cancelled or are considering cancelling their policies, and one in five point to poor digital experience as a reason. Our new Redefining Digital Experience in Health Insurance whitepaper explores what this means for retention and trust in a market where cost is no longer the only concern.
We spoke with Denis O’Neill, Digital experience manager at Vhi Healthcare, about how insurers can respond to these changing expectations and create experiences that keep customers engaged.
Rethinking loyalty beyond price
Our research found that two in five insured customers have cancelled or are considering cancelling their health insurance, with 21% citing poor digital experience. What does this say about how insurers should think about loyalty in 2025 and beyond?
"Digital experience is becoming a key retention tool."
Digital experience is becoming a key retention tool. This will influence decisions across investment and design. It is no longer enough to provide digital services; insurers need customer-centred, end-to-end journeys that work smoothly and consistently.
Closing the experience gap
Nearly half of users say they feel overwhelmed by information when using their insurer’s app. How can insurers better meet the digital expectations of their users?
"Insurers have relied too heavily on static content libraries."
Insurers have relied too heavily on static content libraries. The idea that people will browse through long lists of information is outdated. The future lies in more dynamic, personalised delivery, using conversational interfaces to guide users and reduce effort.
Competing on experience, not just cost
In a market where cost is no longer the main differentiator, how will customer experience shape competition?
"Insurers will start to operate differently."
Insurers will start to operate differently. At Vhi, our brand promise was once “when you need us, we’re there,” focused on claims. The next phase will centre on hyper-personalisation and anticipating customer needs. Insurers will support wellbeing and prevention, not only treatment when illness occurs.
Building trust through human-centred design
Trust can be fragile in healthcare. How can insurers use design, communication, and technology to build confidence?
"Design for everyone and communicate clearly."
Design for everyone and communicate clearly. Simplify language, ensure stability, and keep security visible. Personalisation should enhance, not replace, human contact. The goal is technology that supports people, with responsive digital support when needed.
Download our new report
Digital experience now defines loyalty in health insurance
We surveyed 2,000 UK adults and spoke to digital leaders across the health insurance sector to uncover what is shaping customer confidence and where insurers are falling short.
From onboarding to claims, apps to omnichannel strategy, this whitepaper explores the new loyalty battleground and shows how insurers can close the experience gap. It reveals why so many policyholders are considering leaving their provider, how early digital moments shape trust, and where the biggest opportunities lie to create simpler, more personalised experiences that make everyday value visible.
Get your copy below.