INNOVATION IN THE INSURANCE MARKET: HOW TECHNOLOGY IS REVOLUTIONIZING THE POLICYHOLDER EXPERIENCE

Abstract

This scientific article aims to critically and in-depth analyze how technological innovation has transformed the insurance market, with an emphasis on structural changes, the performance of insurtechs and the reconfiguration of the customer experience. Through a qualitative literature review, academic works, technical reports and scientific articles were analyzed that discuss the impact of digitalization on insurance companies' processes, business models and policyholders' expectations. The results reveal that technology has promoted not only the modernization of operating systems, but a paradigm shift in the sector, repositioning the customer as the protagonist and requiring companies to have a proactive, transparent and value-centered posture. The performance of insurtechs appears as a fundamental vector in this transformation, challenging traditional structures and presenting more agile, accessible, and personalized models. It is concluded that innovation in the insurance market represents a continuous, strategic and sensitive process to the user experience, and it is essential to balance technology, empathy and trust to build sustainable and meaningful relationships between insurers and policyholders.