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Indian Insurance
Bigger, Better, Faster
The Boston Consulting Group (BCG) is a global management consulting firm and the world’s
leading advisor on business strategy. We partner with clients from the private, public, and not-for-
profit sectors in all regions to identify their highest-value opportunities, address their most critical
challenges, and transform their enterprises. Our customized approach combines deep insight into
the dynamics of companies and markets with close collaboration at all levels of the client
organization. This ensures that our clients achieve sustainable competitive advantage, build more
capable organizations, and secure lasting results. Founded in 1963, BCG is a private company with
to 85 offices in 48 countries. For more information, please visit bcg.com.
Established in 1927, FICCI is the largest and oldest apex business organization in India. FICCI has
contributed to the growth of the industry by encouraging debate, articulating the private sector’s
views and influencing policy. A non-government, not-for-profit organization, FICCI is the voice of
India’s business and industry. FICCI draws its membership from the corporate sector, both private
and public, including SMEs and MNCs; FICCI enjoys an indirect membership of over 2,50,000
companies from various regional chambers of commerce.
The Changing Face of
Indian Insurance
Bigger, Better, Faster
March 2017
CONTENTS
4 FOREWORD
8 5 USING BIG DATA AND ANALYTICS ACROSS THE INSURANCE VALUE CHAIN
W e are pleased to present this joint publication from Federation of Indian Chambers of Commerce and
Industry (FICCI) and The Boston Consulting Group (BCG) on “The Changing Face of Indian Insurance:
Bigger, Better, Faster”.
In our publication last year, “The Changing Face of Indian Insurance: In Pursuit of Profitable and Sustainable
Growth”, we had shared a 14-point action agenda for the Indian insurers to drive sustainable and profitable growth.
This year, we have focused on the industry agenda with a specific nuance of the impact of all digital related trends on
the comprehensive agenda, and to see how the insurers need to adapt to the same to get bigger, better and faster.
The global insurance industry is being challenged by these megatrends to rethink the ways of working, insurers are
forced to adapt in an agile manner, become leaner and more efficient. Big data and digital are common mega-
trends that are causing disruption and driving transformations across all industries and are finding their way to the
core of any insurers’ strategy. We have kept a large focus on the related topics.
This year’s publication is a collaboration between FICCI, BCG and the industry. A number of industry leaders have
contributed to the publication with their own perspectives. We are delighted to present this unique collection of
perspectives on most pressing topics.
We are thankful to all the authors of the perspectives, along with FICCI and BCG teams for their contributions.
1 2 3
4 Process 5 6 7 8
Customer Data and InsurTechs
Priorities digitization
engagement
Products and
analytics will will accelerate
2.0— Pricing 2.0—new,
severely 1.0—digital be king—will industry
customer tailored and
driven by journeys will
will enable
integrated end-to-
separate transformation—
customer winners from learn from &
digital be digitized end
centricity also-rans collaborate
end to end
9 10 11 12
Creating the
People 2.0.2.0 – Ride the wave of Value creation in
technology and
Creating a winning regulatory a changing
Functional data architecture
organization model shifts—be agile shareholder
Priorities while addressing
required to
and ahead of the world—IPOs,
deliver the 'digital
millennials' needs game M&A
insurer'
Iyer.Ashish@bcg.com Tripathi.Saurabh@bcg.com
Neeraj Aggarwal
BCG New Delhi
+91 124 459 7078
Aggarwal.Neeraj@bcg.com
Acknowledgements
This publication has been prepared by The Boston Consulting Group. The authors would like to thank the
FICCI Insurance and Pensions Team, especially Jyoti Vij, Anshuman Khanna, Gunjan Aggarwal and Nidhi
Tomar for their support.
Ajit Rochlani and Anish Sahni for their contribution to the report and for spearheading the entire publica-
tion process.
A special thanks to all the authors of the perspectives that have been used to put this publication together.
Lastly, a special mention for Jasmin Pithawala and Maneck Katrak for managing the marketing process,
and Jamshed Daruwalla and Pradeep Hire for their contribution towards the design and production of this
report
Developing risk management frameworks Let us look at another example here. Use of
to cater to such risks is a priority. Secondly, telematics in the motor insurance segment
There are other areas where I see a need In the new technology-driven era, change is
for things to move forward. Insurance pur- inevitable. Further, the pace of change has
chase and customer service need to under- changed. What took years earlier is now
go a transformation in the technology-en- happening in a matter of a few months. As
abled age. We have already witnessed this insurers, we need to stay in sync with the
as e-commerce became a household phe- changing scenario. For many, this could
nomenon. Processes, timelines as well as mean challenges but for those who are pre-
service standards pertaining to policy pur- pared and willing, it entails many opportu-
chase, delivery and customer service have nities. As one looks towards 2020, we as in-
undergone a disruptive transformation as surers, should take the lead in building
customer expectations changed rapidly. To- relevant risk management solutions so that
day, most insurers have deployed tech-en- our citizens can aspire for something new
abled solutions to ensure seamless transac- in their lives, while being assured that any
tions and customer interactions. downside will be handled by us.
Tomorrow’s technology will be far more ad-
vanced. Virtual reality and chatbots will
soon become a common phenomenon. Arti-
ficial intelligence will take center-stage. In
this scenario, physical interactions with in-
surance agents or company sales personnel
for policy purchase may become obsolete.
One needs to take cognizance of the fact The next five years will be different and the
that life insurance has the unique ability to foundation work for these changes has
Demographic Dividend:
Leveraging Technology: India currently has 605 million people be-
Technology is the key driver of the massive low the age of 25, and 225 million in the
transformation that the Indian insurance age group 10-19 poised for higher educa-
By 2020, India will have 116 million work- In conclusion, the rise in the insurance sec-
ers in the work-starting age bracket of 20 to tor will be marked by a favorable demogra-
24 years, compared to China’s 94 million. phy, penetration opportunities, relevant
The average Indian age by 2020 will be 29 technology, financial inclusion and rising
years as against 40 years in the US, 46 years financial literacy. To tap the penetration op-
in Europe and 47 years in Japan. Even as portunities and increase profitability, the
the labor force declines by 4 percent in the focus should be on retail segments like mo-
industrialized world and by 5 percent in tor, individual, health, as well as SME seg-
China in 20 years, it could increase by 32 ments through agents, bank assurance prod-
percent in India. The result is that that In- ucts and banking correspondents.
dia’s demographic dividend has the poten- Additionally, for rural penetration opportu-
tial to add significantly to India’s per capita nities, there is a need for large scale tie-ups
GDP growth across two decades (Sources: with common service centers and public
NDTV, ILO, IMF). sector banks for distribution of micro insur-
ance products.
Male Female
100+
95-99
90-94
85-89
80-84
75-79
70-74
65-69
60-64
55-59
50-54
45-49
40-44
35-39
30-34
25-29
20-24
15-19
10-14
5-9
0-4
70 60 50 40 30 20 10 0 0 10 20 30 40 50 60 70
Population (in millions)
that the income earner has to ensure the products, life insurers need to keep in mind
right life cover. It means that life insurance that the online portal is an integral part of
companies cannot afford to ignore product the multi-channel distribution network.
innovation and the delivery mechanism in
respect of meeting up with the needs of
these young customers. Large Non-urban Market
With more than 700 million people living in
This young generation is tech-savvy and rural areas in some 5,80,000 villages, about
uses technology, both the Internet and mo- two-thirds of India’s workforce is engaged
bile for communication and transactions. in agriculture and allied activities. With a
Online business has tremendous potential contribution of 29 percent to its gross do-
for the sale of life insurance policies and mestic product (GDP), India’s economy is
also helps in keeping overall costs low. In- predominantly rural in character. We also
surers are expected to focus adoption of on- keep observing that the sales of FMCG and
line channels increasingly, not only to book automobile companies are increasingly be-
new business but also to provide related coming rural-dominated and a favorable
services to their customers. Online channels monsoon drives sales up for these organiza-
can also be leveraged to provide claims tions. Of late we can also observe that the
management and policy-related services to tempo of development is accelerating in ru-
customers. ral India, coupled with increase in purchas-
ing power because of scientific agriculture.
Life insurers need to provide ‘do it yourself’ The changing lifestyle and consumption
products and processes and also devise a pattern of villagers with increase in educa-
mechanism for an ‘assisted Internet sales’ tion; social mobility; improved means of
facility for ‘from my home’ buying. While transportation and communication; and
developing an online strategy which in- other penetrations of mass media such as
cludes the design of portals and online television and its various satellite channels
India—The Need for Title proceedings and unknown events that may
Security have occurred prior to the date of the issue
Property ownership is always an emotive of the title insurance policy and have ad-
subject as no other asset represents genera- verse impact on the property owner. The
tional security as much as a ‘brick and mor- Policy is retrospective in nature and globally
tar’ dwelling. However, property ownership is bought by investors, occupiers and finan-
is convoluted by historic rights and complex ciers. This type of Policy typically indemni-
title chains; and an owner or potential own- fies the insured for known defects in title
er is often concerned that the title to the which are identified during a title diligence
land or property in question is free from exercise on the acquisition of a property.
previous encumbrance. Therefore, it is of The Policy can also be drafted to cover un-
utmost importance that while purchasing known defects in title which are undiscover-
any property, a person receives clear title to able or could not be discovered when no ti-
such property. tle diligence was done on an investment.
Often, even after conducting extensive due Title insurance can stabilize property trans-
diligence and obtaining the best legal ad- actions and create confidence in the prop-
vice, it is not possible to guarantee that the erty market and specifically in systems of
current owner of a property is protected land tenure, which are the fundamental pil-
from the risk of historic rights, encumbranc- lars of a developed society.
es, liens, frauds, disputes, etc. Title insurance
(‘Policy’) is a form of insurance policy which There are two types of Policies: the ‘Owners
indemnifies the property owner from the Title Insurance Policy’ which is bought by
adverse consequences of title risks. It is a the purchaser of a property; and a ‘Lenders
shield that also protects the owner of a Title Insurance Policy’ which may be pur-
property against losses arising from legal chased by banks, financial institutions and
value of the property and will be deter-
mined following underwriting of the nature
of the transaction, the history of the title of
the property and the legal defenses avail-
able in the event of a claim.
Insurers must respond quickly to defend The relevant strategic choices and timing of
their turf against these combined threats. execution will depend on each insurer’s
We recommend a fundamental rethinking size and business mix. For example, multi-
of all aspects of the operating model—in- national insurers are in a better position to
cluding product and business mix, under- form partnerships with disruptors such as
writing capabilities, distribution channels, OEMs and tech giants. Insurers with a
cost structure, and acquisition strategy. younger, more urban customer base should
Broadly, we see three nonexclusive strategic consider diversifying even more rapidly.
plays: There is no standardized approach, and the
path to the future state is unlikely to be lin-
•• Digital Play—leveraging technology ear.
throughout the value chain to exchange
data and engage with consumers,
optimize the cost of risk, and achieve
superior cost efficiency
This is a joint publication by BCG and Morgan Stanley, to read the full report and
disclosures, please use the below link or scan the QR code from your smart phone
https://www.bcgperspectives.com/content/articles/automotive-innovation-motor-insurance-20/
The next big transformation is going to be Alternate capital and insurance-linked secu-
in the nuances of customer segmentation rities such as catastrophe bonds have been
and innovation in product design. It is im- around globally for a while now. These ave-
perative to increase insurance penetration nues allow insurers to transfer risk and
in the country, which stands at a measly 3.4 raise capital efficiently. They generally have
percent currently, in order to expand the little or no correlation with the wider finan-
ambit of financial protection. This is line cial markets, as their value is linked to
with the Government of India’s vision of a non-financial risks such as natural disasters
financially inclusive and secure society. In- or mortality. These low-cost products have
surers will increasingly resort to customiza- become increasingly popular across the
tion of insurance products so that more of world and are set to gain traction in India
the populace can be covered. in the coming years as well. With foreign re-
insurers in the process of opening branches
Low disposable incomes and poor aware- in India, Indian insurers shall have access to
ness have traditionally been the reasons be- abundant reinsurance capital along with al-
hind the meagre offtake of insurance in re- ternative capital, for their risk transfer
mote rural locations. Micro-insurance and needs. This shall have a direct impact on
coverage of hitherto untapped risks can be the Indian industry which will feel embold-
the driver behind increased insurance pen- ened in carrying out its business expansion
etration and closing the yawning protection and capital investment plans.
gap. This will undoubtedly have to be sup-
ported by more robust marketing and With rising disposable incomes, technologi-
awareness campaigns on the part of the in- cal advances and vast untapped potential,
surers. In addition, changing consumer be- India has stood out as a bright spot in the
havior in terms of price sensitivity, and a global landscape. The world’s fastest grow-
growing propensity to use smartphones for ing major economy is poised on the thresh-
any and every transaction, will force insur- old of a bright future. With renewed thrust
ers to restructure their existing offerings by the Government of India towards self-re-
and establish new distribution platforms. liance and financial inclusion through digi-
•• Service communication used by custom- Statistics and surveys show that on an aver-
ers on technology platforms such as age, Indians use broadband on PCs, laptops
Skype, FaceTime, WhatsApp and other or low-cost tablets for more than five hours
social media applications will make a day. Those on mobile phones are hooked
businesses grow with ease by providing on to the Internet for nearly three-and-a-
instant connectivity. half hours a day; while those who concen-
trate on social networking devices do so for
•• Service standards across all industries more than two-and-a-half hours, day-in and
are changing fast and will grow expo- day-out.
nentially, proclaiming the dire need for
digitization in the financial services This revolution has now spread from me-
world. tropolises to the rural interiors of India; and
businesses are mapping the changing pat-
•• The demand for instant and real-time terns of Internet consumption by reaching
service is extending to the insurance out to customers in the rural sector. Accord-
industry, and companies will have to ingly, business analytics is catering to the
invest in digitizing their back-end new-found customers in rural India; the in-
operations to provide instant service to surance sector can ill-afford to ignore this
their customers, such as investing into growing trend. It is this customer arena that
advanced policy administrative systems; the insurance industry must lay its footprint
auto-underwriting and workflow upon, through digital analytics.
platforms; CRM tools; digital sales tools;
analytics engines; etc. Digitization as a growth driver across all
verticals is the only way forward, especially
•• Artificial intelligence and robotics are for the insurance sector. People in India are
tools for on-the-spot service decisions more insurance-conscious now than any
using algorithms, and will be the next time before, for they want risk-cover to life,
big thing in insurance. limb and property. However, the fact of the
matter is that, as seen by a study by S&P, 70
•• Big data and analytics will play an percent of Indians do not fare very well on
important role, enabling the industry to financial literacy. Thus, there is a need to
serve its customers better, and also provide the right kind of financial informa-
understand the evolving needs of the tion in a simple and accessible way.
customer. This will equip the industry to
become enablers with better tools,
ready to offer more and in tune with Why Digitization
customers’ needs. ‘Information is a click away’ has become
clichéd today because customers demand
more than this. The highly evolved custom-
Digital Empowerment er has raised expectations not just in terms
Digitization is poised to make the insurance of the type of service or product, but also in
business in India take a gigantic leap ahead terms of post-sales experience. Thus, busi-
as mobile phones are fast becoming power- ness models are increasingly shaped by dig-
houses of e-information and e-commerce. itization to the maximum extent possible
The mass of tech-savvy young Indians in with data analytics focused on customer be-
e-tailing and entrepreneurship are looking havior, preference and need. Customer care
for opportunities to have their start-ups and post-sale of a product, policy or service is
themselves insured against unforeseen and the most important factor for a company to
accidental disasters. Digital empowerment acquire a large and lasting base of customer
Insurance in India: Come a Long ance premiums. India is the fifteenth larg-
Way est insurance market in the world in terms
Indian insurance companies have come a of premium volume and has a huge poten-
long way, from a tightly regulated and mo- tial.
nopolized environment which was primari-
ly dominated by state owned insurers, to a The participation of foreign insurance play-
market-driven competitive atmosphere, ers in Indian markets has helped create the
where private players are redefining the in- much needed awareness about insurance
surance market with innovative products products. The emergence of health insur-
and distribution channels. The Govern- ance as a category has helped in creating a
ment, by permitting 49 percent foreign di- cohesive framework within the healthcare
rect investment (FDI) under the automatic system in India. The number of insurance
route, has given the much needed impetus players has grown multifold over the years,
while changing the landscape of the insur- from a mere 5 in 2000, to 53 by the end of
ance sector. This has encouraged interna- 2016, of which 24 are in the life insurance
tional players to offer their global expertise business, and 29 are non-life insurers. The
and best practices to India. number of private players also rose to 29,
from 4 in 2002; and during this period the
industry witnessed the emergence of ban-
Harnessing the Growth Potential cassurance, digitalization, de-tariffing, and
in India regulatory activism, which have contributed
India is an attractive market for insurance, to its growth. Insurance companies have
given the size of the market. India currently launched innovative products and services
accounts for less than 1.5 percent of the across segments to cater to different mar-
world’s total insurance premiums and kets. Customization, based on the diverse
about 2 percent of the world’s life insur- needs of customers, has helped build dyna-
EXHIBIT 1 : Four Key Drivers that will Further Bring in Change to the Insurance Industry
Cohesive Health
Ecosystem
Digital Analytics
Revolution
Accessibility
Human Natural-language
language processing
Speech recognition
Time
Source: BCG analysis.
latter. Just as submarines don’t swim, started by Elon Musk and others, is making
machines solve problems and accomplish AI tools and research widely available. And
tasks in their own way. many prominent AI researchers have insist-
ed on retaining the right to publish their
Without further quantum leaps in process- results when joining companies such as
ing power, machines will not reach artificial Baidu, Facebook, and Google.
general intelligence (AGI): the combination
of vastly different types of problem-solving Rather than scrap traditional sources of
capabilities—the hallmark of human intelli- competitive advantage, such as position
gence. Today’s robo-car, for example, and capability, AI reframes them. (See Ex-
doesn’t exhibit what we would consider hibit 2.) Companies, then, need a fluid and
common sense, such as abandoning an ex- dynamic view of their strengths. Positional
cursion to assist a child who has fallen off advantage, for example, generally focuses
her bicycle. But when properly applied, AI on relatively static aspects that allow a
excels at performing many business tasks company to win market share: proprietary
quickly, intelligently, and thoroughly. assets, distribution networks, access to cus-
tomers, and scale. These articles of faith
Artificial intelligence is no longer an elec- have to be reimagined in the AI world.
tive. It is critical for companies to figure
out how humans and computers can play Let’s look at three examples of how AI
off each other’s strengths as intertwined shifts traditional notions of competitive
actors to create competitive advantage. advantage.
es d
zonvilege
es d
zonvilege
Talented Business Data and tech
Pri
workforce ecosystems Talented
Data access Business
ecosystems Data access Data and tech
Pri
Privileged Learning workforce ecosystems ecosystems
zones Privileged
and execution Learning
zones and execution
Lexecu
arn tio
e
arn tio
Machine
ing n
ing n
Agile forms learning
of working
&
learning
&
Embrace continuous change
Embrace continuous change
AI-driven job
Adaptive AI-driven
Scalable central job
systems
adaptation Adaptive
Flexibility
Flexibility organizations and training and decentralized
organizations agents Scalable central systems
adaptation
and training and decentralized agents
Flexibility
Flexibility
tial customers have explicit or implicit un- For many organizations, these steps can
met needs? Even the most disruptive recent be challenging. To apply the four lenses sys-
business ideas, such as Uber and Airbnb, tematically, companies need to be familiar
address people’s fundamental requirements. with the current and emerging capabilities
of the technology and the required infra-
Second, incorporate technological advances. structure. A center for excellence can serve
The most significant developments in AI as a place to incubate technical and busi-
generally involve assembling and process- ness acumen and disseminate AI expertise
ing new sources of data and making partial- throughout the organization. But ultimately,
ly autonomous decisions. Numerous ser- AI belongs in and belongs to the businesses
vices and platforms can capture incoming and functions that must put it to use.
data from databases, optical signals, text,
and speech. You will probably not have to Only when humans and machines solve
build such systems yourself. The same is problems together—and learn from each
true on the back end as a result of the in- other—can the full potential of AI be
creasing availability of output technologies achieved.
such as digital agents and robots. Consider
how you can use such technologies to trans-
form your processes and offerings.
Jan Justus is a principal in the firm’s Munich office and an active member of the Strategy practice with
a focus on digital transformation. You may contact him by e-mail at justus.jan@bcg.com.
Martin Hecker is a senior partner in BCG’s Cologne office and the leader of the Technology Advantage
practice’s artificial intelligence work. You may contact him by e-mail at hecker.martin@bcg.com.
Acknowledgments
The authors would like to thank their BCG colleagues James Spanjaard, Sebastian Steinhäuser, Ralf
Dreischmeier, Yashraj Erande, Philip Evans, Charles Hendren, Ashish Iyer, Mark Kistulinec, Massimo
Portincaso, Martin Reeves, and Leonid Zhukov for many discussions and comments. They also would like
to thank Jürgen Schmidhuber, the codirector of the Dalle Molle Institute for Artificial Intelligence
Research, and César Hidalgo, an associate professor at the Massachusetts Institute of Technology and
the head of the macro connections group at the MIT Media Lab, for stimulating interactions.
The Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advi-
sor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all
regions to identify their highest-value opportunities, address their most critical challenges, and transform
their enterprises. Our customized approach combines deep insight into the dynamics of companies and
markets with close collaboration at all levels of the client organization. This ensures that our clients
achieve sustainable competitive advantage, build more capable organizations, and secure lasting results.
Founded in 1963, BCG is a private company with 85 offices in 48 countries. For more information, please
visit bcg.com.
NSURANCE IT MODEL
chael Urban, Bodo von Hülsen, Gilles Fabre, Jeff Chookaszian, and Tjun Tang
2. Digitization
• Digital interaction to facilitate a smooth and successful journey
• For example, the company offers video chats and connections to third-party providers
3. Comprehensive redefinition
• End-to-end redefinition of the customer journey
• For example, all policies reflect a change in the customer‘s marital status, or the company
quickly settles all issues related to a claim
~ 2–3 weeks
~ 2–3 weeks
preparation ~ 3-week sprint ~ 3-week sprint ~ 3-week sprint
preparation ~ 3-week sprint ~ 3-week sprint ~ 3-week sprint
•• Development
Development of •• Development
•• Ethnographic
Ethnographic •• Development
Development of of first
first second
of Development of of third
third •• Preparation
Preparation
customer
customer andand prototype
prototype and
and second prototype
prototype and
and prototype
prototype and
and for
for
agent iterative customer iterative customer iterative customer implementation
agent interviews
interviews iterative customer iterative customer
feedback loop iterative customer
feedback
implementation
•• Assessment
Assessment of of
feedback
feedback loop
loop feedback loop feedback loop
loop
current
current IT
IT
capability
capability
Customer
Customer journeys
journeys have
have implications
implications for
for the
the whole
whole value
value chain:
chain: operations,
operations,
products,
products,processes,
processes,business,
business,digital,
digital,IT,
IT,distribution,
distribution,and
and end
end customer
customer
Source: BCG project experience.
Source: BCG project experience.
Benefits
Benefits of
of the
the Digital
Digital Journey
Journey too.
too. So
So insurers
insurers must
must establish
establish the
the interac-
interac-
Fully
Fully digitizing
digitizing thethe customer
customer journey
journey offers
offers tion logic for the digital customer journey
tion logic for the digital customer journey
insurers
insurers multiple benefits. Most important,
multiple benefits. Most important, on
on all
all channels—especially
channels—especially agents,
agents, brokers
brokers
when
when itit works
works seamlessly
seamlessly (and(and invisibly
invisibly to
to and
and call centers—to ensure that customers
call centers—to ensure that customers
the
the customer), the digitized customer jour-
customer), the digitized customer jour- can
can complete
complete their
their journey
journey seamlessly
seamlessly
ney
ney can
can lift
lift customer
customer satisfaction
satisfaction levels
levels sig-
sig- across multiple channels.
across multiple channels.
nificantly
nificantly and can yield cost savings of
and can yield cost savings of 15%
15%
to
to 25%.
25%. ItIt also
also increases
increases organizational
organizational As
As we
we pointed
pointed out
out recently
recently withwith regard
regard toto
speed
speed and
and agility.
agility. And
And itit can
can reduce
reduce by
by up
up customer
customer service
service journeys
journeys in in several
several indus-
indus-
to 40% the number of process
to 40% the number of process loops re- loops re- tries
tries (including
(including insurance),
insurance), digital
digital technolo-
technolo-
quired
quired toto complete
complete aa customer
customer journey.
journey. gies
gies have added at least seven channels
have added at least seven channels to to
the
the customer
customer service
service mix:
mix: website
website self-ser-
self-ser-
The
The key
key to
to achieving
achieving these
these benefits
benefits isis to
to vice,
vice, e-mail,
e-mail, website
website live
live chat,
chat, mobile
mobile app,
app,
generate traffic that uses the digital
generate traffic that uses the digital solu- solu- text
text messaging, online forums, and
messaging, online forums, and social
social
tion.
tion. Customers
Customers cancan complete
complete digitized
digitized cus-
cus- media.
media. (See(See Digital
Digital Technologies
Technologies RaiseRaise the
the
tomer
tomer journeys by using an app or
journeys by using an app or the
the com-
com- Stakes in Customer Service, BCG Focus, May
Stakes in Customer Service, BCG Focus, May
pany
pany website,
website, or
or by
by working
working with
with an
an agent,
agent, 2016.)
2016.) These
These new
new avenues
avenues of of interaction
interaction
broker, or call-center agent who has
broker, or call-center agent who has access access are
are aa lot
lot for
for any
any company
company to to manage.
manage. But But
to
to the
the same
same digital
digital solution
solution asas the
the custom-
custom- most
most of the added complexity relates
of the added complexity relates toto the
the
er.
er. Either way, the journey relies on
Either way, the journey relies on self-
self- omnichannel
omnichannel interaction
interaction thatthat many
many path-
path-
service
service rather
rather than
than onon processed
processed opera-
opera- ways
ways involve.
involve.
tions,
tions, which
which decreases
decreases staffing
staffing needs
needs inin the
the
back office. We expect self-service
back office. We expect self-service rates rates To
To build
build an
an overall
overall picture
picture ofof their
their service
service
from
from customers
customers or or from
from agents
agents and
and brokers
brokers users, all companies need to understand
users, all companies need to understand
to
to approach
approach 80%,
80%, depending
depending on on the
the com-
com- why
why aa customer
customer chooses
chooses aa specific
specific channel
channel
plexity of the customer journey.
plexity of the customer journey. in each instance, and how the customer’s
in each instance, and how the customer’s
journey
journey progresses
progresses through
through channels
channels over
over
Nevertheless,
Nevertheless, somesome customers,
customers, especially
especially time.
time. This understanding should inform
This understanding should inform
older
older ones, may not be
ones, may not be keen
keen to
to complete
complete both
both the
the explicit
explicit design
design of
of the
the transition
transition
their
their customer
customer journey
journey themselves
themselves via
via an
an between
between channels—such as online
channels—such as online click-to-
click-to-
app or a website. And agents and brokers
app or a website. And agents and brokers connect—and
connect—and the the seamless
seamless sharing
sharing ofof in-
in-
need
need to
to be
be in
in the
the digitized
digitized journey
journey loop,
loop, formation
formation collected along the pathway at
collected along the pathway at
Bodo von Hülsen is a principal in the firm’s Munich office. You may contact him by e-mail at
vonhuelsen.bodo@bcg.com.
Gilles Fabre is a partner and managing director in BCG’s Paris office. You may contact him by e-mail at
fabre.gilles@bcg.com.
Jeff Chookaszian is a partner and managing director in the firm’s Chicago office. You may contact him by
e-mail at chookaszian.jeff@bcg.com.
Tjun Tang is a senior partner and managing director in BCG’s Hong Kong office. You may contact him by
e-mail at tang.tjun@bcg.com.
The Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advi-
sor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all
regions to identify their highest-value opportunities, address their most critical challenges, and transform
their enterprises. Our customized approach combines deep insight into the dynamics of companies and
markets with close collaboration at all levels of the client organization. This ensures that our clients
achieve sustainable competitive advantage, build more capable organizations, and secure lasting results.
Founded in 1963, BCG is a private company with 85 offices in 48 countries. For more information, please
visit bcg.com.
© The Boston Consulting Group, Inc. 2016. All rights reserved. 8/16
Use of IoT sensors as warning systems to reduce claim frequency and severity.
For the same reason, ignoring the mobile Standardizing data across the transaction
and social media factors is like bidding chain allows automation systems to com-
goodbye to future opportunities. In truth, municate seamlessly and streamline opera-
the immense value of social media lies in tions for enhanced cost savings.
its inexpensiveness as a marketing tool, its
ubiquity in engaging with, and its influenc-
ing power over digitally savvy customers. The Way Ahead
Simplicity, transparency and speed—these
Social media is all about connecting people. are the unequivocal demands of customers
Leveraging social media tools can provide today. Additionally, there is a push towards
just the right connects between insurance direct interaction of consumers with insur-
companies and consumers, consumers and ance companies across personal lines and
agents, and between consumers themselves individual life insurance sectors. With the
to collaborate and share information. For online world becoming increasingly mobile,
insurance companies, social media tools the demand for localized, anytime and any-
can improve relevant decision-making with where information will only increase.
active social listening.
The scope and opportunities are tremen-
dous today for insurance companies to digi-
Intelligent Automation tize their operations. With most insurers
Automation of repetitive business processes believing that they have not transformed
that require minimum decision-making themselves to reach anywhere near being
skills across the insurance value chain is not digital, there is significant scope to close the
new. It paves the way for enhancing effi- gap that exists today.
ciencies of back-office functions with quick-
er, transparent, and error-free transactions. The challenges are real: legacy technology,
What is emerging is the move to automa- slow pace of delivery and culture con-
tion of more complex and risky processes. straints. The good news is that these are
controllable internal slowdowns and not
The automation of business processes and crippling external factors. The time has
back-office tasks needs to be looked at us- come to focus on pushing the pace to digiti-
ing artificial intelligence (AI) and applica- zation; else it will not be long before they
tions such as robo-advisors, machine learn- will find themselves at an increasingly com-
ing, computer vision, and natural language petitive and functional disadvantage.
classification. Chatbots that provide person-
alized customer interactions may be used The near future thus needs to be more
to resolve customer queries. transformative than it has been so far. In-
surers need to stay focused on their custom-
With insurance being a highly regulated in- ers and grasp digital business opportunities
dustry, there is a critical need for insurance as they arise.
carriers to embed regulatory compliance
into their business processes. Maintaining
processes in compliance with changing reg-
ulations is a challenge that can be ad-
dressed effectively through automation of
ance sector is yet to see its impact. The high volume of data and the accompa-
nying risk of its secure usage is higher than
Data analytics is no longer restricted to the ever. Needless to say therefore, a sound in-
realm of technology in insurance. Today it formation management system is the back-
is a business imperative. While providing bone of successful deployment of big data
solutions to long-standing business chal- analytics. It comprises the data itself; an ap-
lenges, big data and analytics offer support propriate IT infrastructure; a host of analyt-
in the fight against fraud. They present new ics tools; and a comprehensive analytical
opportunities of fulfilling customer needs, data mart auto-updated cyclically to con-
aptly combining the right pricing, respon- tain relevant information pertaining to cus-
sive risk management systems, appropriate tomers, products or transactions in a given
underwriting and accurate claims. From im- period of time.
proving business processes and aiding pen-
etration into newer markets, to establishing
long-term, credible relationships with cus- The Current Situation
tomers, the rewarding possibilities they of- There is immense scope for big data and
fer are many. analytics in the insurance domain in build-
ing better cost and operational efficiencies,
Big data and analytics pave the way for pre- while improving the overall customer expe-
dictive intelligence that uses algorithms to rience. This is currently challenged due to
anticipate the intent of the customer. This limited interactions between insurers and
can help closely observe customer behavior customers. There are valid concerns around
and build a profile of customer preferences, privacy of sensitive information relating to
20
15.2
15
11.8 11.1
10.0
10 8 .9 8 .5 8 .5 8 .0
5.8 7.3
5.0 4.3 4.2
5 4.1 4.0 3.8 3.5
0
Airlines
Automobiles
Services
Retail
Providers
Insurance
Cable
Investments
Government
Merchants
Reatil
Hotels
Supermarkets
Banking
Real Estate
Media Retails
Online
Personal
Electricity,
Appareal
Electronics
Health Care
Gas, Water
Telco &
Current online satisfaction levels of insurers are achieved
thru substandard offer, suggesting much room to improve
Source: BCG digital satisfaction survey March 2013 (n=3,135).
1Based on MaxDiff technique: consumers distributed 100 utility points across segments according to how positive they felt their
health, lifestyle and behavioral information insurance industry also to be attuned to cus-
of customers. Advanced technologies such tomer needs. We see such innovations in oth-
as cloud computing masked data, and en- er domains which have scope of high engage-
cryptions can ensure robust data privacy in ment levels with their customers, such as
a cost-effective manner, and build more banking, FMCG, etc. This said, evolving digi-
trust and confidence in customers relating tal capabilities—particularly mobile, social
to the integrity of their information held by media, big-data, and cloud technologies—
the insurer. could open up avenues to offer well-timed
and ingenious services through understand-
Mobile, which has now taken over web, ne- ing, serving, and engaging customers.
cessitates an engagement model specifically
devised for a digital world. Overall, consum- While data analytics will help life insurance
ers are far less satisfied with their experi- players deliver as per contractual obliga-
ence in digital insurance than with that in tions towards their customers, it is equally
other industries (see figure 1). This is espe- vital for customers to perform due diligence
cially true when it comes to ‘moments of with regard to their investments.
truth’ such as paying claims. Consumers
have significant unmet needs, with many
products perceived to be expensive and in- Big Data Analytics—Bringing
flexible. the Customer to the Heart of
the Insurance Value Chain
Often, insurance companies experience dis- It is increasingly important to track, attend
sonance of expectations among customers. to and anticipate consumer expectations
With more industries offering an intuitive and behavior as closely as possible. With
customer experience across various digital customer expectations dramatically chang-
platforms, it is increasingly necessary for the ing, a fixed approach to products and distri-
% of respondents
100.0 3 3 6 5
4 11 5 8 10 Never
4 6 15
6 15
5 6 12 Less than once a year
80.0 15 4 16
13 16
16 33
14 14 30 Yearly
35
60.0 20
16
47
40.0 45
34
60 29 34 37 Monthly / Quarterly
47
20.0 Weekly
12
19 18 9 8 8 Many times a day / Daily
9 7 6 6
0.0
Search Social Banks Online Mobile Energy Insurance Insurer
Engine Media Retailer Company Utility Co Broker
Website
Sources: MS and BCG Insurance Customer Survey 2014; (n=500 p. country; Australia, Canada, China, France, Germany, HK, India, Italy, Japan ,
S.Korea, UK, US); BCG e-Intensity; BCG analysis.
1QF5: "How often do you interact with each of the following companies? Examples of this could be you calling them, visiting them, using their website
bution channels will soon be archaic. So far, pany’s relationship with them by cross-sell-
consumers have engaged less with insurers ing other products or services to them. It
than with any other industry* (see figure 2). can segment the existing customer base of
Thus in comparison, customer experience the insurer using contact center, demo-
with insurers has trailed behind that with graphic, transactional and external market-
other industries. ing/risk-related data. Suitable marketing
and customer communications can be tai-
The digitalization push is getting more and lored to reach out directly to niches thus
more customers online for management of created in the most lucrative manner. This
insurance-related transactions. In line with creates a capability to subtly bundle intui-
this phenomenon, a new environment that tive products which may be of value to
will influence every area of the insurance these customers.
industry value chain is in order. In this
evolved ecosystem, possibilities afforded by Predictive underwriting: Advanced un-
the big data approach will be actively ex- derwriting analytics allows insurers to
ploited by insurance players aspiring for the have a predictive view of risks, given the
leadership position. need for accurate pricing of insurance
products for sustained competitive advan-
Cross-selling capabilities: As acquiring tage, with faster turnaround time. This
new customers becomes increasingly ex- could stretch an insurer’s ability to under-
pensive, the strategic focus is now on write new risks that could earlier not be
cross-selling new products to existing cus- covered profitably, by studying ‘triggers’ of
tomers using the propensity-to-buy model. health or other relevant lifestyle-related
data. Advanced underwriting will enable
Predictive analytics can be used to identify insurers to charge customers as per their
profitable customers and lengthen the com- lifecycle/lifestyle, as against conventional
OPERATIONAL DECISIONS
By Ravi Srivastava, Vlad Lukic, Simon Miller, Michael Dallimore, Rohin Wood, and
Adam Whybrew
X X X X X X
X X X X X X
Output
Output
Output
Output
Output
Output
X X X
X X X
gathering and analyzing data about the actions, such as enhanced approaches to
gathering and analyzing data about the actions, such as enhanced approaches to
company’s past performance. This back- motivating workers or improvements to
company’s past performance. This back- motivating workers or improvements to
ward-looking analysis describes and sum- training programs.
ward-looking analysis describes and sum- training programs.
marizes a selection of KPIs, typically over
marizes a selection of KPIs, typically over
time. In doing so, the analysis provides in-
time. In doing so, the analysis provides What
Modeling: in- Does the What Does the
sights regarding the factors that drive val-
sights regarding the factors that drive val- Modeling:
ue; it can also suggest interventions to in- Future Hold? Future Hold?
ue; it can also suggest interventions to in-
crease value. By gaining this visibility, the A model is an abstract representation of a
crease value. By gaining this visibility, the A model is an abstract representation of a
company also obtains a fact base for mod- business. A company can use a model to
company also obtains a fact base for mod- business. A company can use a model to
eling future performance and making deci- predict how it might perform in the future
eling future performance and making deci- predict how it might perform in the future
sions that optimize value creation. under different scenarios. Modeling makes
sions that optimize value creation. under different scenarios. Modeling makes
it possible for companies to experiment
it possible for companies to experiment
The fact base is typically presented using with their operations in a risk-free manner.
The fact base is typically presented using with their operations in a risk-free manner.
business intelligence software (such as Tab- Companies can test different strategies,
business intelligence software (such as Tab- Companies can test different strategies,
leau, QlikView, or Tibco Spotfire). The dash- and make mistakes, in a virtual representa-
leau, QlikView, or Tibco Spotfire). The dash- and make mistakes, in a virtual representa-
boards created by such software give non- tion of reality.
boards created by such software give non- tion of reality.
specialists the ability to perform complex
specialists the ability to perform complex
data analysis. With a few clicks, a manager A company must be able to use models ef-
data analysis. With a few clicks, a manager A company must be able to use models ef-
or executive can generate an impressive ar- fectively to test how changes to variables in
or executive can generate an impressive ar- fectively to test how changes to variables in
ray of insights from millions of data points. the business environment will affect com-
ray of insights from millions of data points. the business environment will affect com-
Only five years ago, a specialist with com- pany performance. And, because business
Only five years ago, a specialist with com- pany performance. And, because business
puter science skills would have needed leaders are often skeptical about the accu-
puter science skills would have needed leaders are often skeptical about the accu-
hours to generate such extensive insights. racy of the results, analytics teams must be
hours to generate such extensive insights. racy of the results, analytics teams must be
prepared to demonstrate that models are
prepared to demonstrate that models are
On the most basic level, companies can use realistic. For a model to be realistic, it must
On the most basic level, companies can use realistic. For a model to be realistic, it must
the insights to identify where value may be be fit for purpose—that is, it must be a suf-
the insights to identify where value may be be fit for purpose—that is, it must be a suf-
“leaking” from the business. A manufactur- ficiently accurate representation of the
“leaking” from the business. A manufactur- ficiently accurate representation of the
er we worked with found that welders’ pro- business system. The availability of the ap-
er we worked with found that welders’ pro- business system. The availability of the ap-
ductivity is 15% lower on Fridays, for in- propriate data is also a prerequisite.
ductivity is 15% lower on Fridays, for in- propriate data is also a prerequisite.
stance. Another company found that its
stance. Another company found that its
sales staff typically provided the maximum Many different modeling tools exist, and
sales staff typically provided the maximum Many different modeling tools exist, and
authorized discount to customers rather the correct tool for a specific application
authorized discount to customers rather the correct tool for a specific application
than negotiating on price—a common depends on the characteristics of the sys-
than negotiating on price—a common depends on the characteristics of the sys-
problem throughout businesses. Insights tem being modeled. For example, bulk
problem throughout businesses. Insights tem being modeled. For example, bulk
like these point to the need for corrective commodity supply chains are typically
like these point to the need for corrective commodity supply chains are typically
ODELING Example
MODELING Example
Decisions Value
(educated guesses Decisions Value
MODEL
(educated guesses (savings in logistics
about best new MODEL
costs) (savings in logistics
warehouse locations) about best new costs)
warehouse locations)
TIMIZATION
OPTIMIZATION
Objective:
Maximize value Objective: Decisions
Maximize value MODEL (best locations for Decisions
(savings in logistics MODEL (best locations for
costs) (savings in logistics warehouses)
costs) warehouses)
tured per week as well as constraints make complex decisions about how to
tured per week as well as constraints make complex decisions about how to
relating to the availability of labor and produce and process birds in order to
relating to the availability of labor and produce and process birds in order to
material. The output of the optimiza- most profitably meet its customers’
material. The output of the optimiza- most profitably meet its customers’
tion was the order in which components needs. Poultry production is a complex
tion was the order in which components needs. Poultry production is a complex
should be manufactured. By imple- business with challenging constraints.
should be manufactured. By imple- business with challenging constraints.
menting this decision, the foundry For example, suppose the sales team
menting this decision, the foundry For example, suppose the sales team
increased capacity by 20% while asks the operations team to produce an
increased capacity by 20% while asks the operations team to produce an
reducing delivery times. additional 100 tons of breast meat.
reducing delivery times. additional 100 tons of breast meat.
Boosting production of breast meat by
Boosting production of breast meat by
• A National Broadband Network. A
• A National Broadband Network.this amount will also generate an
A this amount will also generate an
national broadband network is engaged additional 150 tons of leg meat and 40
national broadband network is engaged additional 150 tons of leg meat and 40
in a multiyear project to roll out inter- tons of wings. Significant waste will
in a multiyear project to roll out inter- tons of wings. Significant waste will
net service across the country. The net- result if the sales team does not consider
net service across the country. The net- result if the sales team does not consider
work comprises a number of technolo- whether it can sell the additional
work comprises a number of technolo- whether it can sell the additional
gies, whose cost and speed vary signifi- tonnage of leg meat and wings.
gies, whose cost and speed vary signifi- tonnage of leg meat and wings.
cantly, as does the number of engineers,
cantly, as does the number of engineers,
construction workers, and managers re- To determine how to address this type of
construction workers, and managers re- To determine how to address this type of
quired to build and maintain them. To complexity while meeting customer de-
quired to build and maintain them. To complexity while meeting customer de-
determine the optimal mix of techno- mand, the company used an optimiza-
determine the optimal mix of techno- mand, the company used an optimiza-
logies and the schedule for rolling them tion algorithm. The output specified the
logies and the schedule for rolling them tion algorithm. The output specified the
out, the company applied an optimiza- quantity of each type of meat to produce
out, the company applied an optimiza- quantity of each type of meat to produce
tion algorithm. The objective was to in each factory, which size of birds to pro-
tion algorithm. The objective was to in each factory, which size of birds to pro-
maximize net present value. The con- cess, and how to most efficiently trans-
maximize net present value. The con- cess, and how to most efficiently trans-
straints included the number of engi- port the products to customers. It also
straints included the number of engi- port the products to customers. It also
neers available and limitations on debt. specified which customers were not prof-
neers available and limitations on debt. specified which customers were not prof-
The output was a fully optimized roll- itable to serve. The optimized approach
The output was a fully optimized roll- itable to serve. The optimized approach
out plan that specified which technolo- is expected to generate additional EBIT
out plan that specified which technolo- is expected to generate additional EBIT
gies to use in which locations and how of more than $20 million. The approach
gies to use in which locations and how of more than $20 million. The approach
to sequence the rollout. The optimized has allowed the business to serve a large
to sequence the rollout. The optimized has allowed the business to serve a large
plan has enabled the network to reduce new customer it had previously believed
plan has enabled the network to reduce new customer it had previously believed
its funding requirement by $2 billion. it lacked the capacity to serve. The addi-
its funding requirement by $2 billion. it lacked the capacity to serve. The addi-
tional business is worth millions of dol-
tional business is worth millions of dol-
• A Poultry Company. A poultry compa-
• A Poultry Company. A poultry lars of margin, and demand can be met
compa- lars of margin, and demand can be met
ny had been using rules of thumb to with no additional capital investment.
ny had been using rules of thumb to with no additional capital investment.
•
plexity
Vlad Lukic is a partner and managing director in the firm’s Boston office. He is a coleader of BCG’s digi-
tal agenda and has helped found and expand BCG’s advanced analytics and geoanalytics capabilities. You
may contact him by e-mail at lukic.vladimir@bcg.com.
Simon Miller is a partner and managing director in BCG’s Sydney office. He is a nonexecutive director of
The Simulation Group, an advanced analytics firm specializing in simulation and optimization that is a stra-
tegic partner with BCG in serving clients’ analytics needs. You may contact him at miller.simon@bcg.com.
Rohin Wood is an expert principal in BCG’s Sydney office. He leads the optimization topic for the firm.
You may contact him by e-mail at wood.rohin@bcg.com.
Adam Whybrew is an expert principal in BCG’s Sydney office. He leads BCG’s Big Data and Advanced
Analytics topic in Asia-Pacific. You may contact him by e-mail at whybrew.adam@bcg.com.
The Boston Consulting Group (BCG) is a global management consulting firm and the world’s leading advi-
sor on business strategy. We partner with clients from the private, public, and not-for-profit sectors in all
regions to identify their highest-value opportunities, address their most critical challenges, and transform
their enterprises. Our customized approach combines deep insight into the dynamics of companies and
markets with close collaboration at all levels of the client organization. This ensures that our clients
achieve sustainable competitive advantage, build more capable organizations, and secure lasting results.
Founded in 1963, BCG is a private company with 85 offices in 48 countries. For more information, please
visit bcg.com.
To read the full report and disclosures, please use the below link or scan the QR
code from your smart phone
https://www.bcgperspectives.com/Images/BCG-Building-a-Digital-Technology-Foundation-in-Insurance-
Aug-2016_tcm80-213302.pdf
This article aims to set straight the role of • They limit the control premium that
synergies in M&A value creation. they pay on the basis of a rigorous
assessment of the synergies that they
expect to achieve.
A Definition
Start with a straightforward definition: syn- • They are candid with their investors
ergies are the source of the tangible expect- about their synergy expectations,
ed improvement in earnings (calculated at publicly describing explicit synergy
an annual run rate) that occurs when two commitments when they announce
businesses merge. In our analysis of almost a deal.
300 recent significant M&A transactions,
we found that the acquiring companies • They practice rigorous postmerger inte-
paid an average of $3 billion—a 34% pre- gration (PMI) to capture synergies fully
Pretax
Number Deal Premium Premium announced P/E of
of size paid paid synergies synergies
Industry deals ($millions) (%)1 ($millions)2 ($millions) (multiple)
Health care 30 $17,657 36.0 $7,105 $481 8.0x
High techno-
19 $5,842 40.1 $2,267 $193 7.1x
logy
Materials 18 $6,639 27.2 $1,257 $257 6.5x
Energy and
18 $8,833 25.5 $1,765 $370 12.7x
power
Industrials 12 $5,783 22.5 $1,136 $384 4.1x
Consumer
products and 12 $3,639 43.7 $1,239 $158 6.9x
services
Media and
entertain- 12 $15,843 31.0 $3,987 $287 7.8x
ment
Telecommu-
10 $8,287 48.2 $2,985 $599 7.6x
nications
Financial
10 $2,786 33.0 $1,008 $152 6.8x
services
Retail 9 $4,926 45.4 $2,396 $347 5.1x
Real estate 9 $3,863 16.2 $532 $33 26.9x
Consumer
8 $7,261 41.1 $3,293 $217 10.0x
staples
Total 167 $8,779 34.0 $2,889 $314 8.6x
Sources: Thomson One; BCG analysis.
1
The premium paid is based on the stock price four weeks prior to announcement.
2
The premium paid is a percentage of the average.
ACQUIRERS IN THE CHEAPEST QUARTILE ACQUIRERS THAT ANNOUNCE ACQUIRERS THAT FOLLOW UP
OF THE P/E OF SYNERGIES OUTPERFORM SYNERGIES OUTPERFORM ON SYNERGIES OUTPERFORM
THOSE IN THE MOST EXPENSIVE BY 4.8 p.p. THOSE THAT DON’T BY 3.7 p.p. THOSE THAT DON’T BY 6.0 p.p.
+20 / –20 day rTSR from the date +20 / –20 day rTSR from the date rTSR from the date of announcement
of announcement (%) of announcement (%) to 9 months after the close date (%)
5 5 5 4.6
4 4 4
3 2.5 3 3
2 2 2
6.0 p.p.
1 1 0.5 1
0 4.8 p.p. 0 0
–1 –1 –1
3.7 p.p.
–2 –2 –2 –1.4
–3 –2.3 –3 –3
–4 –4 –3.1 –4
–5 –5 –5
P/E of P/E of Announced No Acquirers Acquirers
synergies: synergies: synergies announced that that did
cheapest most expensive synergies followed not follow
quartile quartile up up
Number of
transactions 42 41 167 119 48 62
Median P/E
of synergies1 1.5x 17.6x
For example, 69% of high-tech and 59% of companies worldwide, we have observed
energy acquirers announced expected syn- that most successful acquirers go after a
ergies while only 38% of health care com- significantly larger synergy number than
panies and 45% of materials companies did they publicly announce, and they achieve
the same. Investors bid down the shares of the synergies much faster than they project
acquirers that did not announce synergies. publicly. The thinking is simple: if we can’t
In the 20 days before and after the an- get the synergies within 12 to 18 months,
nouncement date, the TSRs of these com- they are not likely to happen. Management
panies averaged –3.1%, which translates teams that put themselves on the line do
into almost $300 million of lost value per so secure in the knowledge that they plan
transaction. to outperform—a good strategy for man-
agement and shareholders alike. (See the
Of the acquirers that initially announced sidebar “Outperforming on PMI.”)
synergies, only 29% then saw fit to follow
up with investors on their progress against
their targets. Those that did were further Putting It All Together
rewarded by shareholders, outperforming In the competitive bidding market for cor-
those that did not by a median of 6 percent- porate assets, many acquisitions transfer
age points nine months after their deals all, if not more than all, of the synergy val-
closed. Moreover, those that did not follow ue from the acquirers’ shareholders to the
up saw positive rTSRs at the time of the an- seller’s shareholders. (See Divide and Con-
nouncement turn negative (a median rTSR quer: How Successful M&A Deals Split the Syn-
of –1.4%) nine months after their deals ergies, BCG Focus, March 2013.) This is why
closed. more than half of all deals destroy value
for investors.
There is good reason for these discrepan-
cies, and it’s not only that investors gener- Value-creating M&A requires discipline in
ally appreciate management transparency. the assessment, valuation, and delivery of
In our PMI work with more than 1,000 synergies. Take the example of Martin
REVENUE
+21% +25% SYNERGIES
+15% COST
+15%
SYNERGIES
Increase in co
st synergies:
32%
Publicly Internally Actually
announced planned achieved
+XX% Target synergies Acheived synergies
Gerry Hansell is a senior partner and managing director in the firm’s Chicago office and a BCG fellow
actively involved in the Corporate Development practice. You may contact him by e-mail at hansell.gerry
@bcg.com.
Jens Kengelbach is a partner and managing director in BCG’s Munich office, the global head of M&A,
and a leader of the BCG Transaction Center. You may contact him by e-mail at kengelbach.jens@bcg.com.
Prerak Bathia is a project leader in the firm’s Chicago office and a core member of the Corporate Devel-
opment practice, specializing in M&A. You may contact him by e-mail at bathia.prerak@bcg.com.
Niamh Dawson is an associate director in BCG’s London office and a postmerger integration expert
with particular focus on Europe, the Middle East, and South America. You may contact her by e-mail at
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CREATING VALUE
Jens Kengelbach (BCG)
IN INSURANCE M&A
By Pia Tischhauser, Miguel Abecasis, Miguel Ortiz, Davide Corradi, and Jens Kengelbach
This article is based on “Influencing Outcomes Insurers can do better. Our experience with
in a Consolidating Insurance Industry: Three companies throughout the industry shows
Keys to Value Creation,” by Pia Tischhauser, that acquirers can tip the playing field to
published in January 2016 in The Geneva As- their advantage. The keys to success in in-
sociation’s Insurance and Finance Newsletter. surance M&A relate to strategy and target
analysis, deal execution, and postmerger
Percentage of responses
Percentage of responses
Wrong candidate
Wrong candidate 41
41
Deal preparation
preparation Unclear strategic
Unclear strategic fit
fit 69
69
Deal
and execution
and execution
Overpaid
Overpaid 49
49
Bad process
Bad process structure
structure 36
36
Lack of
Lack of integration
integration 55
55
High complexity
High complexity 64
64
PMI
PMI
Difficult cultural
Difficult cultural fit
fit 61
61
Low synergies
Low synergies 64
64
Market timing
Market timing Bad market
Bad market timing
timing 58
58
Sources: BCG 2015 Corporate Leaders M&A Survey; From Buying Growth to Building Value: Increasing Returns with
Sources: BCG 2015 Corporate Leaders M&A Survey; From Buying Growth to Building Value: Increasing Returns with
M&A, the BCG 2015 M&A report, October 2015.
M&A, the BCG 2015 M&A report, October 2015.
Note: A total of 54 corporate leaders responded on this subject; respondents could cite multiple reasons for
Note: A total of 54 corporate leaders responded on this subject; respondents could cite multiple reasons for
failed acquisitions.
failed acquisitions.
EU says
EU says “is
“is designed
designed toto improve
improve EU EU regula-
regula- pects of
pects of their
their business
business internally
internally are
are espe-
espe-
tion in the retail insurance market,
tion in the retail insurance market, in- in- cially likely to feel the competitive heat.
cially likely to feel the competitive heat.
crease consumer
crease consumer protection,
protection, and
and improve
improve
consistency between the regimes
consistency between the regimes operating operating Insurance companies
Insurance companies are
are prime
prime candidates
candidates
in the different member states,”
in the different member states,” must be must be to exploit insights into customer behavior
to exploit insights into customer behavior
written into member states’ national
written into member states’ national law law and needs, but building the necessary
and needs, but building the necessary
by early
by early 2017.
2017. Among
Among other
other things,
things, IMD2
IMD2 big-data technology,
big-data technology, culture,
culture, and
and teams
teams is
is
will likely decrease some consumers’
will likely decrease some consumers’ will- will- cost prohibitive, especially for smaller
cost prohibitive, especially for smaller
ingness to
ingness to pay
pay for
for financial
financial advice
advice at
at cur-
cur- players.
players.
rent levels.
rent levels.
Insurers face
Insurers face limited
limited opportunities
opportunities forfor
Interest rates
Interest rates asas well
well as
as investment
investment yields
yields growth. Mature markets are consolidating,
growth. Mature markets are consolidating,
are likely to stay low for some time
are likely to stay low for some time (at (at and, although
and, although thethe risks
risks that
that consumers
consumers faceface
least in
least in mature
mature markets),
markets), making
making profits
profits in
in are expanding (data security, for example),
are expanding (data security, for example),
traditional life insurance difficult.
traditional life insurance difficult. the industry
the industry hasn’t
hasn’t succeeded
succeeded at at demon-
demon-
strating the need for coverage beyond
strating the need for coverage beyond the the
New entrants
New entrants as as varied
varied as as supermarket
supermarket most basic.
most basic. Emerging
Emerging markets
markets offer
offer poten-
poten-
chains and telecommunications
chains and telecommunications companies companies tial for growth, but they have their
tial for growth, but they have their own own
are in a position to disrupt the
are in a position to disrupt the insurance insurance complexities; building
complexities; building aa presence
presence organi-
organi-
value chain:
value chain: they
they have
have aa powerful
powerful asset
asset in
in cally can be slow and difficult; and
cally can be slow and difficult; and near- near-
the customer data they collect,
the customer data they collect, and they and they term profitability is a challenge. Scale
term profitability is a challenge. Scale in in
own the
own the “last
“last mile”
mile” link
link toto the
the customer.
customer. new markets can be achieved most
new markets can be achieved most realisti- realisti-
New operating models are
New operating models are making it making it diffi-
diffi- cally through
cally through acquisition.
acquisition.
cult for incumbents to play across
cult for incumbents to play across the en- the en-
tire value
tire value chain.
chain. The
The incumbents
incumbents are are vul-
vul-
nerable to specialists that disrupt existing Three Steps
Three Steps to
to Creating
Creating
nerable to specialists that disrupt existing
models—one example
models—one example being being online
online aggre-
aggre- M&A Value
M&A Value
gators that offer consumers
gators that offer consumers a variety ofa variety of Creating value—and
Creating value—and mitigating
mitigating risk—
risk—
price-transparent product
price-transparent product choices fromchoices from through M&A in insurance, as in
through M&A in insurance, as in other other in-
in-
multiple providers.
multiple providers. Large
Large incumbent
incumbent play-play- dustries, requires three steps: rigorous
dustries, requires three steps: rigorous
ers are best placed to make
ers are best placed to make the invest- the invest- strategy and
strategy and target
target analysis,
analysis, strong
strong deal
deal
ments needed
ments needed to to fend
fend offoff such
such assaults.
assaults. execution, and effective PMI. (See
execution, and effective PMI. (See Ex- Ex-
Midsize insurers
Midsize insurers that
that still
still handle
handle allall as-
as- hibit 2.)
hibit 2.)
Perform due diligence and quantify Select and prepare on-boarding Transition to an integrated channel
potential synergies of new management team and go-to-market model
Prepare day-one communications
Plan integration timing and and measures to ensure business Detail and implement a roadmap
deliverables continuity for systems migration
• Fully assigned and clear central • Clear lean-integration governance • Quick implementation after close
PMI team already defined • Clarity on future management • Continued internal
• Clear view of the target company’s team communication
RISK board of director and executive
MITIGATORS • Clear day-one and integration plan • Clear tracking and escalation
roles until full integration procedures
• Early preparation of clean-team
setup
Rigorous Strategy and Target Analysis. of the industry in the next five to ten
Many insurance acquisitions are made years.
opportunistically, in a time-pressurized
To read the full report and disclosures, please use the below link or scan the QR
window, and often with an investment code from your smart• Don’t phonepursue M&A without a strategy. A
bank serving up the target. Candidates are sound portfolio analysis is the starting
analyzed largely on their financials, but point for a target search.
this assessment is only one component
of a successful acquisition. Smart acquirers • Follow a systematic approach and focus
actively seek out proprietary deals, employ- efforts on quantifiable value creation.
ing a proven, systematic approach and Pay particular attention to the strategic
an analytical framework. They think fit between candidate and acquirer.
https://www.bcgperspectives.com/Images/BCG-Creating-Value-in-Insurance-M-A-Apr-2016_tcm80-208770.pdf
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