Market Impact Report

The next era of commercial insurance: Faster, smarter, and embedded

Home » Research & Insights » The next era of commercial insurance: Faster, smarter, and embedded

Commercial insurance is at a pivotal crossroads. Traditional, incremental approaches can no longer keep pace with emerging risks—from pandemic aftereffects and geopolitical tensions to climate change and cyber threats. Today’s market demands proactive, data-driven innovation that goes beyond reactive and rigid product strategies.

Our study of 350 commercial insurance leaders across North America and Europe (including the UK) reveals a stark industry divide. Only 18% of carriers currently launch truly new products, though disruptive offerings are projected to rise to 31% within two years. Larger carriers lead this transformation: 87% prioritize new product development today—with expectations rising to 91%—compared to just 18% overall among smaller firms. Yet, only 21% of respondents are confident in their innovation efforts, and fewer than one-third are prepared to integrate real-time data. Notably, large insurers show a 72% readiness for real-time data compared to only 25% among smaller carriers.

Legacy constraints remain a significant barrier. More than 76% of carriers are not making meaningful structural changes, and 70% design products without anticipating risks five years ahead. With 83% of executives citing outdated systems as the primary obstacle, it is clear that many carriers are ill-equipped to meet the dynamic demands of tomorrow’s market.

Our clustering analysis further distinguishes market leaders, or Pioneers, from their more cautious Traditionalist peers. Pioneers invest heavily in flexible, cloud-based platforms (66%), form strategic technology partnerships (63%), and focus on data-driven underwriting (61%). They launch new products in an average of just 6.8 months, continuously adapting their offerings (84% vs. 20% for Traditionalists), and demonstrate a 79% higher readiness for real-time data integration.

These insights offer a clear blueprint for the future: To remain competitive, commercial insurers must transition from reactive policy providers to agile, proactive risk partners. Embracing digital distribution, leveraging smart data, and forging robust ecosystem partnerships are not optional—they are essential steps toward long-term growth and differentiation.

The message is unequivocal: The transformation of commercial insurance is already underway. Insurers that act decisively and innovate boldly will shape the future of risk management, while those clinging to outdated models risk being left behind. The time to act is now.

Key study findings include
    • Evolving risk and market pressures

      • Pandemic aftereffects, supply chain disruptions, climate change, and cyber threats are reshaping risk management.
      • Insurers must shift from reactive coverage to proactive, data-driven solutions to meet changing client needs.
    • Crisis of confidence in innovation

      • Only 21% of 350 surveyed carriers are confident in their product innovation efforts.
      • Nearly 50% express uncertainty about their ability to drive meaningful impact, highlighting widespread hesitancy.
    • Data integration and agility gaps

      • While 87% believe real-time, data-driven underwriting will replace traditional models within five years, fewer than one-third are ready to integrate real-time data.
      • Large carriers show 72% readiness compared to 25% among smaller firms, underscoring significant disparities.
    • Legacy constraints and inflexible products

      • 45% of carriers rely on standardized products; 86% admit to failing to deliver flexible, modular offerings.
      • 83% of executives cite legacy systems as the primary barrier to innovation, with key products remaining unchanged for more than 15 years.
    • Transformation through agility

      • Product launch cycles are projected to shrink from an average of 15.5 months to 9.5 months in the next two years.
      • Modular, cloud-based architectures, process redesigns, and cross-functional teams are essential to accelerating innovation and reducing time-to-market.
    • Digital distribution and ecosystem integration

      • 89% of respondents see digital channels as significant growth drivers as insurers shift toward embedded insurance and integrated risk protection.
      • Strategic partnerships are key to creating seamless, customer-centric ecosystems.
    • Pioneers vs. Traditionalists

      • Pioneers invest heavily in flexible, cloud-based platforms (66%), strategic tech partnerships (63%), and data-driven underwriting (61%).
      • They launch new products in an average of 6.8 months—compared to nearly two years for Traditionalists—and continuously update their offerings (84% vs. 20%).
      • Pioneers are significantly more engaged in third-party collaborations (82% vs. 52%) and are more ready for real-time data integration (79%).
      • They actively restructure their organizations and allocate more than 20% of their budgets to emerging technologies, enabling disruptive, high-premium innovations.
    • The road ahead

      • Insurers must transition from legacy-bound, reactive models to agile, data-driven, and ecosystem-integrated risk management.
      • Immediate, decisive action is required to capitalize on market opportunities and avoid being left behind by more adaptive, tech-driven competitors.

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