Insurers have been transitioning from traditional distribution channels to online platforms over recent years, and this trend will only increase as the market and consumer preferences evolve.

One of the most significant changes has been the rise of direct-to-consumer (DTC) insurance sales. The DTC model allows insurers to bypass intermediaries like brokers and agents and sell insurance products directly to consumers. This process offers numerous benefits to consumers and insurers, though it can pose some challenges along the way.

Below, we’ll explore the benefits and challenges of direct-to-consumer insurance sales and what’s in store for the industry’s future as this trend takes hold.

What is Direct-to-Consumer (D2C) Insurance Sales?

D2C insurance is a business model where insurance products can be sold directly from an insurers’ sales advisors to policyholders without using brokers or third-party agents. In other words, D2C insurance eliminates middlemen while purchasing insurance, which can lead to lower prices for policyholders. 

Benefits of Direct-to-Consumer Insurance Sales

The main advantages of DTC insurance sales include:

Cost Savings

By eliminating the need for intermediaries, insurers can significantly reduce operational costs. In turn, they can offer more competitive rates to policyholders while maintaining their profitability.

Better Policyholder Experiences

The DTC insurance sales model enables insurers to offer a more personalized and seamless policyholder experience. By leveraging data and analytics, insurers can better understand their policyholders’ needs and preferences to offer them relevant insurance products. This can result in higher policyholder satisfaction and loyalty.

Faster Time to Market

Traditional distribution channels often require lengthy negotiations and contracts, slowing the product launch process. With DTC sales, insurers can quickly address policyholders’ needs and take advantage of trends in the market before the opportunity has passed.

Challenges of Direct-to-Consumer Insurance Sales

While insurers can take advantage of plenty of benefits by implementing DTC sales, it’s important to be aware of the following potential roadblocks:

Lack of Trust

Policyholders are more accustomed to buying insurance through intermediaries like brokers and agents, so many may hesitate to purchase insurance products directly from an insurer. With this in mind, insurers must work hard to build trust with their policyholders and establish themselves as a reliable and trustworthy source of insurance products.


Insurance products can be complex, and consumers may need assistance understanding the various features and benefits of policies based on their unique needs. As a result, insurers must work to make their online platforms clear, concise, and consumer-friendly.

Data Security

With the rise of online transactions, data security has become a significant concern for consumers. So, insurers must ensure their online platforms are secure and protect their policyholders’ personal data and financial information.

The Future of DTC Insurance Sales

Despite these challenges, DTC insurance sales will continue to grow and play a significant role in the industry. Here are some trends we expect to see in the coming years:

Increased Personalization

As insurers collect more data on their policyholders, we expect more personalized insurance products and services. Data analytics and artificial intelligence will be used to develop customized insurance policies that meet each policyholder’s unique needs and preferences.

Expansion into Emerging Markets

We expect to see the DTC insurance sales model expand into emerging markets. Consumers in emerging markets are becoming more comfortable with online transactions, creating a significant opportunity for insurers to tap into.

Integration with Insurtech

Technology has already been used to help improve the insurance industry, so we don’t expect anything different regarding DTC sales. There will likely be further integration between DTC insurance sales and Insurtech, with insurers leveraging technology to enhance their online platforms and offer more innovative products and services.

How is Technology Changing D2C Insurance Sales?

By utilizing emerging technologies like data analytics, online portals, AI, predictive analytics, and others, in the D2C insurance sales process, insurers can get a better understanding of policyholder needs and preferences. They can then offer a more convenient and data-driven experience that consumers expect and appreciate. 

As a result, insurers that leverage these technologies alongside qualified and personal product sales advisors can stand out from others in the market, promoting better policyholder satisfaction, loyalty, and retention.

What Role Does AI Play in D2C Insurance?

Insurers can use artificial intelligence (AI) in the sales process to augment human sales advisors’ efforts. For instance, insurers may leverage AI-powered chatbots or virtual assistants to answer basic questions consumers might have about their insurance products before a sales advisor gets involved. 

With the use of natural language processing and machine learning algorithms, these interactions can be personalized to the consumer, further enhancing the overall purchasing experience. 

How do Regulations Impact D2C Insurance Sales?

The insurance industry is already highly regulated, and transitioning to a D2C model may add some complexities. Insurers considering this change should be aware that each jurisdiction imposes its own set of rules and regulations regarding how insurers promote, underwrite, and price policies. Depending on local laws, insurers may be required to fulfill specific licensing requirements before they can begin selling insurance products directly to policyholders. 

Can D2C Insurance Models Provide Personalized Coverage Options?

One of the key benefits of the direct-to-consumer insurance model is that it creates a more seamless purchasing experience while still offering a high level of personalization in pricing and policy recommendations. 

In fact, D2C insurance sales is regarded as a more policyholder-centric approach compared to the traditional method, allowing insurers to utilize data analytics and digital technologies to tailor coverage options to the unique needs of each policyholder. 

How do D2C Platforms Handle Claims and Customer Service?

If an insurer gets rid of the middlemen and decides to sell insurance products directly to consumers, they will also need processes for handling FNOL/claims and customer support matters. 

Insurers with sufficient resources may establish in-house teams to take care of these critical workflows. Equally efficiently, they may partner with an insurance BPO provider like Covenir. This allows their internal staff to keep doing what they do best while seasoned experts deliver top-tier service to policyholders. 

Master Your DTC Sales with Covenir

Insurers are increasingly embracing a direct-to-consumer sales model, enabling them to be more nimble, provide a better policyholder experience, and stay competitive. And while navigating the direct-to-consumer market can be tricky, it doesn’t have to be. With the right Business Process Outsourcing (BPO) provider at your side, you can take full advantage of the benefits of a DTC strategy.

Covenir specializes in premium services like customer service, claims processing, underwriting support, and policy advising/sales to provide you with the onshore talent you need to meet your policyholders’ demands in today’s hyper-competitive marketplace.

Contact us to see how our turnkey solutions can give you the ‘people power’ you need to implement a DTC sales strategy successfully.