Client-Focused Strategies in a Digital Age: Navigating the Hybrid World

By Nezar El Kaissi | Published February 26, 2024

In recent years, a number of challenges have reshaped the insurance sector, from the hard market to the COVID-19 pandemic to the rise of AI. One feature that has not changed, however, is that insurance is a people business.


As insurers seek to distinguish themselves in the marketplace, client engagement and service have never been more important. The hybrid or flexible model, which incorporates a mix of in-office and remote work, requires tailored interactions and insurers should leverage both people and technology to create the best experience for brokers and their clients.


At its core, an insurance policy is a promise to pay a claim when the policy is triggered, and brokers and their clients trust in that promise. Insurers can strategically build trust by enhancing the client experience across multiple touchpoints, such as the point of purchase, policy and endorsement issuance, risk control visits, underwriting meetings and during claims handling. The flexible work environment changed this landscape. Clients now expect their insurance carriers to provide efficient and robust technology offerings in addition to human interactions. Insurers can also improve service levels using technology to automate administrative tasks and use the saved time to address more complex issues facing brokers. The balance between technology and the human touch should be tailored to the needs of the account, and insurers with a dynamic client experience strategy will be in the best position for success.


In order to maximize flexibility and convenience for brokers and their clients, CNA offers many Risk Control services virtually in addition to in-person visits. This saves insureds time while providing a high-quality service by identifying and addressing hidden exposures. Our full spectrum of risk control tools – including on-demand resources tailored to specific exposures and opportunities –  enhances the client experience by removing additional touchpoints.


Furthermore, in the current risk landscape, clients may prefer to have more control over their insurance programs, as seen in the rising demand for captives and risk transfer solutions. Capacity and pricing uncertainty caused by the hard market can make these options more appealing to clients considering alternatives that provide more control over their programs. This demand is not limited to one line of business or segment. According to a recent benchmarking report, captives are growing across all lines of business around the world.[1] While captives were previously predominantly used for hard-to-place risks, their ability to provide an improved client experience by leveraging technology, analytics and customizable insurance solutions makes them a compelling alternative to traditional insurance.


Client engagement and service has never been more vital, as insurers strive to differentiate themselves in a competitive landscape. The hybrid model necessitates a customized approach for interactions with brokers and their clients, leveraging both human expertise and technology to deliver a high quality experience. In navigating this continuously evolving landscape, insurers equipped with dynamic client experience strategies tailored to the hybrid work environment can become more competitive amongst peers.


[1] Benchmarking Report Finds Captive Growth Across Lines, Regions

In Canada, products and/or services described are provided by Continental Casualty Company, a CNA property/casualty insurance company. The information is intended to present a general overview for illustrative purposes only. Read CNA’s General Disclaimer.

Nezar El Kaissi
Senior Underwriter – Risk Management Casualty

Nezar is a Senior Underwriter on the Risk Management Casualty team in Toronto. His primary focus is on General Liability, Umbrella, Excess, U.S. Workers' Compensation, and U.S. Automobile business. Nezar prioritizes building partnerships with our clients and brokers to build complex casualty programs, global master controlled programs as well as loss-sensitive programs. Prior to joining the Risk Management Casualty team, he was on CNA’s Middle Market and Management Liability and Financial Institution teams. Nezar completed his Bachelor of Arts in International Relations from the University of British Columbia.