{"id":24399,"date":"2026-10-06T07:50:03","date_gmt":"2026-10-06T07:50:03","guid":{"rendered":"https:\/\/fintech.global\/insurtech100\/?p=24399"},"modified":"2026-10-06T07:50:03","modified_gmt":"2026-10-06T07:50:03","slug":"why-most-insurance-quotes-are-abandoned-and-how-insurers-can-fix-it","status":"publish","type":"post","link":"https:\/\/fintech.global\/insurtech100\/why-most-insurance-quotes-are-abandoned-and-how-insurers-can-fix-it\/","title":{"rendered":"Why most insurance quotes are abandoned \u2014 and how insurers can fix it"},"content":{"rendered":"

Booking a flight online takes minutes. Ordering a taxi takes seconds. Even applying for a loan can now be done in a handful of taps. Buying insurance, by contrast, often feels like stepping back a decade. The process slows, the questions multiply, and what should be simple quickly becomes something to work through rather than complete.<\/strong><\/p>\n

That friction has consequences. Across life, health and other lines, insurance quotes are abandoned long before completion. Customers drop out early, hesitate at key moments, or disengage entirely when the process begins to drag.<\/p>\n

This is supported in the data<\/a>, as 84% of insurance leads abandon their quotes in the initial forays of the process. For insurers, this means that quoting has ultimately become a point of quiet failure.<\/p>\n

The problem is not new. But the shift to digital has made it harder to ignore.<\/p>\n

At its core, insurance has always depended on information. The more an insurer knows about an applicant, the more precisely it can assess and price risk. But that logic now collides with a different reality. Customers expect immediacy, relevance and control.<\/p>\n

Thomas Dijohn, Senior Vice-President Asia-Pacific at dacadoo<\/a>, says the tension between those two objectives sits at the centre of the issue.<\/p>\n

\u201cIn a perfect world, an insurer would like to know everything about an applicant, so they have the highest possible understanding of the applicant\u2019s risk and thereby the highest level of risk protection. But there is a trade-off: lead conversion rates. Because while the insurer would like to ask as many questions as possible, which takes time, an applicant wants to get it done with as quickly as possible,\u201d says Dijohn.<\/p>\n

That trade-off has sharpened as digital channels have become the default route to market.<\/p>\n

\u201cDigital is the de facto mode of engagement these days for the majority of the population. The experience must be digital, personally relevant, intuitive to understand, quick to access, and it must place the person in control,\u201d he adds.<\/p>\n

The form problem<\/strong><\/p>\n

For many customers, the friction appears almost immediately. Long, static questionnaires remain common, particularly in life and health insurance. They often follow a fixed structure, asking the same questions in the same order regardless of the applicant.<\/p>\n

\u201cThat is not digital. That is just digitising the old ways of doing things,\u201d says Dijohn.<\/p>\n

The consequence is predictable. Customers disengage before reaching the point where a quote is even produced.<\/p>\n

Adrian Mincher, Head of UK, Ireland and South Africa at Earnix<\/a>, sees the same pattern across markets.<\/p>\n

\u201cQuote abandonment persists because insurers are still treating quoting as a data collection exercise, not a real-time decision. Customers come in expecting something quick and simple. Instead, they\u2019re taken through a long, rigid process that often feels disconnected from their situation. By the time they see a price, they\u2019ve already invested effort, and if anything doesn\u2019t feel right, they drop out,\u201d he says.<\/p>\n

Drop-off tends to happen early, when the volume of questions becomes a barrier in itself.<\/p>\n

\u201cThat\u2019s usually a sign that insurers aren\u2019t using available data upfront to simplify the process,\u201d adds Mincher.<\/p>\n

For Dijohn, the issue is not simply the number of questions, but their relevance.<\/p>\n

\u201cThe next questions asked is always the most important question when it comes to increasing an insurer\u2019s understanding of risk. Not all questions have the same contribution to understanding of risk, and the weighting will change depending on what else an insurer knows about an applicant.\u201d<\/p>\n

Dynamic questionnaires, which adapt in real time based on previous answers and available data, are one way to address that imbalance. By focusing only on what matters, they shorten the process without reducing the quality of risk assessment.<\/p>\n

The moment of truth<\/strong><\/p>\n

Even when customers complete the journey, abandonment remains high at a second, more critical stage.<\/p>\n

\u201cThe second, and more important, is at the point where the price is revealed. That\u2019s the moment of truth. If the price doesn\u2019t match expectations, or it can\u2019t be explained clearly, customers lose confidence and leave,\u201d says Mincher.<\/p>\n

This is where the underlying structure of many insurance organisations becomes visible.<\/p>\n

Pricing, underwriting and customer experience often sit in separate systems. Decisions are made in one place and presented in another. By the time the customer sees a quote, the process behind it can feel opaque or inconsistent.<\/p>\n

\u201cFrom the customer\u2019s perspective, the journey is one experience. If the price changes late, if it feels inconsistent, or if it can\u2019t be explained, trust drops quickly,\u201d Mincher explains.<\/p>\n

That disconnect is not primarily a design issue. It reflects how decisions are made and delivered.<\/p>\n

\u201cWhat that reveals is that quoting isn\u2019t just a UX problem. It\u2019s a decisioning problem. The experience and the outcome have to align, and too often they don\u2019t,\u201d he says.<\/p>\n

Complexity behind the scenes<\/strong><\/p>\n

Part of the challenge lies in the structure of insurance products themselves.<\/p>\n

Travel, motor and home insurance tend to be relatively simple. Life and health products are not. They often involve layered cover, exclusions and detailed underwriting requirements that make them harder to present clearly in a digital format.<\/p>\n

\u201cWhat insurers need to consider is to design products that are more modular so that applicants can choose what they need at this point with the option to add on later in life,\u201d says Dijohn.<\/p>\n

Complexity is also reinforced by commercial incentives. Historically, insurers have aimed to capture as much value as possible at the point of sale, which has led to broader cover, more questions and longer journeys.<\/p>\n

\u201cInsurers need to change this approach and consider the first sell \u2018a foot in the door\u2019 and then over time upsell and cross-sell,\u201d he adds.<\/p>\n

The limits of digitisation<\/strong><\/p>\n

Many insurers have attempted to address these issues by digitising existing processes. But that has not fundamentally changed how quoting works.<\/p>\n

\u201cMany insurers are still working with legacy systems that require structured data collection, manual validation, and delayed decision-making. That leads to long forms, repeated questions, and slow feedback,\u201d says Mincher.<\/p>\n

Other industries have already moved beyond that model, using real-time data to reduce friction and deliver immediate outcomes. Insurance has access to similar data and analytical capabilities, but struggles to apply them at the point of interaction.<\/p>\n

\u201cThe gap is the ability to operationalise it in real time, at the point of interaction,\u201d he adds.<\/p>\n

Tools such as pre-fill, automation and embedded insurance can reduce friction at the start of the journey, but they do not solve the problem on their own.<\/p>\n

\u201cThey can help, but only if they\u2019re connected to decision-making. If pricing and underwriting decisions are still slow or disconnected, the core issue remains,\u201d says Mincher.<\/p>\n

Where progress is being made, the process looks different.<\/p>\n

\u201cWhere it really works is when insurers can simplify the journey upfront, generate a relevant quote quickly, and then refine it in real time as more information becomes available. When it works well, there is no traditional quote journey. The decision happens instantly in the background,\u201d he explains.<\/p>\n

Rethinking the journey<\/strong><\/p>\n

Improving conversion, then, requires a shift in how quoting is defined.<\/p>\n

\u201cThe starting point is to rethink quoting as a real-time decisioning process, not a form. Early in the journey, insurers should use available data to reduce the number of questions and get to a price faster. At the point of price reveal, they need to be able to explain that price clearly and confidently,\u201d says Mincher.<\/p>\n

That also means guiding customers through the final stages, rather than leaving them to interpret the outcome alone.<\/p>\n

\u201cCustomers and agents get clear answers, recommendations, and decisions in real time,\u201d he adds.<\/p>\n

Dijohn sees a similar shift emerging from a different angle.<\/p>\n

\u201cGoodwill will lead to preference and trust, deep relationships will lead to access and implied permission to engage, and the data will enable risk segmentation even before an acquisition process has started.\u201d<\/p>\n

Closing the gap<\/strong><\/p>\n

The persistence of quote abandonment suggests that insurers have yet to fully adapt to how customers now expect to buy. The issue is not a lack of data or analytical capability. It is how those capabilities are applied across the journey.<\/p>\n

For Dijohn, the direction of travel is clear. \u201cInsurance needs to stay in touch with how people buy products and services and currently they are not.\u201d<\/p>\n

Mincher\u2019s view is similar, but more direct. \u201cImproving quote conversion involves a lot more than simply making forms shorter. Instead, the process needs to be viewed through the lens of making decisions faster, clearer, and more relevant at the exact moment the customer needs them.\u201d<\/p>\n

Until that shift happens, the gap between what insurers need to know and what customers are willing to share will continue to define the experience and potentially continue to drive them away.<\/p>\n","protected":false},"excerpt":{"rendered":"

Booking a flight online takes minutes. Ordering a taxi takes seconds. Even applying for a loan can now be done in a handful of taps. Buying insurance, by contrast, often feels like stepping back a decade. The process slows, the questions multiply, and what should be simple quickly becomes something to work through rather than […]<\/p>\n","protected":false},"author":4,"featured_media":24401,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[1],"tags":[],"class_list":["post-24399","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\nWhy most insurance quotes are abandoned \u2014 and how insurers can fix it - InsurTech100 2026<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/fintech.global\/insurtech100\/why-most-insurance-quotes-are-abandoned-and-how-insurers-can-fix-it\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Why most insurance quotes are abandoned \u2014 and how insurers can fix it - InsurTech100 2026\" \/>\n<meta property=\"og:description\" content=\"Booking a flight online takes minutes. 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