Unlocking the value of data: How health insurers can enhance digital customer experiences

One of the biggest barriers to progress lies in how organisations are structured. In many insurers, underwriting, data, and customer experience functions operate in silos. Each team has a distinct remit and objectives, but rarely do they collaborate to consider how customer health data could be used more holistically.

For example, underwriting teams often focus on assessing risk and pricing policies. Data teams may work in the background, storing and analysing large volumes of health and lifestyle information. CX teams typically receive some of this data to enhance digital journeys and improve customer satisfaction, but in a limited or fragmented way.

What’s missing is a more strategic, joined-up approach that enables the full depth of insights to inform decisions across products, apps, and communications. Without this, insurers struggle to deliver truly meaningful experiences, and customers are left frustrated when their providers don’t seem to understand or anticipate their needs.

A practical first step for insurers is to look at the wealth of information collected at the start of the customer journey. Health assessments and onboarding questionnaires often capture detailed insights into lifestyle factors, wellbeing priorities, and medical history. Yet once policies are issued, much of this information is filed away and rarely revisited in the customer’s ongoing experience.
Used effectively, onboarding data should power more tailored digital support. For instance:

A customer with high blood pressure risk could receive tailored heart health tips and reminders, building trust with relevant guidance.

Customers sharing wearable data could receive proactive insights into their health trends – from activity and sleep to heart rate – helping them make informed, data-driven choices and track improvements over time.

This type of contextual support does more than benefit the customer directly; it builds trust and positions the insurer as an active partner in their health journey, rather than merely a transactional provider.

As insurers look to unlock the full potential of their health data, AI plays a critical role in turning complexity into clarity. Vast volumes of information – from onboarding forms and health assessments to wearable data and digital interactions – often sit in silos, making it difficult to extract actionable insights. AI changes this by processing these data streams at speed, identifying patterns and connections that would be time-consuming to spot manually.

This capability enables personalisation at scale. Rather than relying on generic content or static recommendations, AI can tailor guidance to each customer’s health priorities, behaviours, and progress – and surface it consistently across all digital touchpoints. Beyond reactive support, AI also enables predictive and proactive interventions, such as flagging emerging health risks or recommending lifestyle adjustments before issues escalate.

Crucially, AI systems learn and adapt over time. As new data flows in, recommendations become more relevant, nudges more effective, and content delivery more aligned to individual needs.

Another barrier insurers face is the fragmentation of their digital touchpoints. Customers often engage with their insurer through multiple channels: a mobile app, a member portal on the website, email communications, etc. Yet these platforms are not always connected, leading to inconsistent, fragmented experiences, and causing frustration that damages brand trust.

A seamless, integrated approach would create a living, continuous health journey, moving insurers closer to acting as a proactive partner. Communications can be tailored to the customer’s individual priorities and focus areas, wearable and lifestyle data processed to deliver actionable insights, and the same personalised experience offered across all touchpoints. Interactions with customer service or medical professionals could feed back into the system, ensuring that every recommendation reflects a fuller understanding of the customer’s needs, priorities and experiences.

By unifying insights and experiences in this way, insurers can begin to transform fragmented interactions into a more holistic, intelligent journey, supporting customers’ health goals and paving the way toward a true partnership in their wellbeing.

Unlocking the value of health data is not without challenges. It requires breaking down organisational silos, addressing privacy and regulatory considerations, and investing in new technology capabilities. But the opportunities are significant.

For customers, the benefits include more relevant support, timely interventions, and a greater sense that their insurer is invested in their wellbeing. For insurers, there are gains in loyalty, engagement, and the ability to differentiate in an increasingly competitive market.

Ultimately, health insurers are well-placed to become trusted partners in helping people live healthier lives. By putting health-related data to better use, and ensuring it drives consistent, personalised experiences across digital channels, the industry can take an important step towards that goal.