B2B2C is not one model. It is an evolving spectrum of ways for insurers to reach, serve, and create value for customers through partners.

From traditional distribution models, where the insurer largely operates behind the scenes, to orchestrated ecosystems where multiple players and experiences must work seamlessly together, and emerging agentic models where AI agents can dynamically manage interactions, decisions, and journeys, each scenario creates different strategic and operational challenges.

This session explores how insurers can navigate this evolution and manage multiple B2B2C scenarios without losing control of the customer experience, economics, or their role in the value chain. The focus is not simply on new channels, but on the capabilities insurers need to move from participating in B2B2C models to orchestrating them—and ultimately enabling agentic experiences.