Customer experience (CX) in insurance affects every interaction a policyholder or claimant has with a carrier, agent, or MGA — from quoting and onboarding to servicing, claims, and renewal. Insurers use CX strategy and technology to simplify digital self-service, personalize engagement, speed up claims resolution, and build the trust that drives retention and referrals. Explore how customer experience is changing at ITC Vegas 2026.

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Reviewed by Patti Harman, updated August 2026

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Why customer experience matters in insurance

These are the main areas where carriers, agents, and insurtechs are investing in customer experience today. 

Digital self-service and policyholder portal

Self-service portals and apps that let policyholders quote, bind, pay, and manage coverage without calling in.

Claims experience

Transparent, guided claims journeys with real-time status updates that reduce anxiety and repeat contact.

Contact center and support

AI-assisted and human-in-the-loop support that resolves issues faster and routes complex cases to the right specialist.

Distribution and agent experience

Tools that help agents and brokers respond quickly, personalize advice, and stay connected to clients across the policy lifecycle.

Personalization and engagement

Data-driven messaging, offers, and touchpoints tailored to a customer's life stage, risk profile, and preferences. 

Retention and loyalty

Renewal, win-back, and loyalty programs designed to reduce churn and grow lifetime value.

Benefits

  • Faster quoting, onboarding, and claims resolution 

  • Higher retention, referrals, and lifetime customer value 

  • Lower cost to serve through effective self-service 

  • Stronger brand trust and differentiation in a commoditized market 

Risks and governance

  • Data privacy and responsible use of customer information 

  • Consistency of experience across channels and touchpoints 

  • Balancing automation with human judgment and empathy 

  • Measuring CX ROI and tying it to retention and growth outcomes 

Customer Experience at ITC Vegas 2026

See these topics come to life across our Main Stage, Summits, Stages and the Expo Floor. These are just some of the sessions you’ll find at ITC Vegas.

SESSIONS ON THIS TOPIC

CX
From Lead to Loyal: Winning the Modern Insurance Customer Funnel
Day 2 · Session
CX
Digital Trust in Claims: Governance, Verification & Customer Confidence
Day 1 · Session
CX
Connected Intelligence: Advancing Claims & Fraud Strategy in a Networked World
Day 1 · Session
CX
Group Benefits Technology: Enrollment, Eligibility and Data Accuracy
Day 2 · Session

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SPEAKERS ON THIS TOPIC

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Speaker profile image for Lauren Berkemeyer

Lauren Berkemeyer

Chief Marketing Officer, YuLife
Speaker profile image for Emily Durfee

Emily Durfee

Director of Corporate Venture Capital, Healthworx
Speaker profile image for Nicole Farley

Nicole Farley

Chief Insurance Officer, Bold Penguin
Speaker profile image for Steve Rullo

Steve Rullo

Chief Digital and Technology Officer, The Guardian Life Insurance Company of America

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    SOLUTIONS ON THE EXPO FLOOR

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    What comes next for customer experience in Insurance 

    As agentic AI, embedded distribution, and real-time data become standard, the next wave of insurance CX will be defined less by any single touchpoint and more by how seamlessly a customer can move between them. Expect continued investment in proactive, always-on servicing; claims experiences that feel more like concierge service than paperwork; and distribution models where digital, agent, and embedded channels blend into one continuous relationship. Carriers that can pair that seamlessness with clear governance and measurable trust will be best positioned to turn service into a genuine competitive advantage. 

    Frequently asked questions

    CX in insurance refers to how policyholders, claimants, and agents experience every interaction with a carrier or MGA — from shopping and buying a policy to filing and resolving a claim. 

    Strong CX drives retention, referrals, and lifetime value in a market where products are often commoditized and price alone rarely wins loyalty.

    AI-assisted service, self-service portals, embedded distribution, and real-time claims updates are letting insurers offer faster, more personalized, and more transparent experiences at scale. 

    Visit the 2026 Agenda and filter by the Customer Experience, Customer Engagement, Customer Acquisition, and Customer Retention keyword tags to build a personalized itinerary. 
    Patti Harman

    Patti Harman, Head of Content
    Reviewed and updated August 2026. This page is refreshed each edition as the agenda and speakers are confirmed.
    Learn about Patti