Insights: Usage-Based Insurance Brazil First Impressions Content provided by Silver Sponsor Thanks to our Silver Sponsor Towers Watson for providing the enclosed information, focussing on just one of the countries and topics that will be discussed at our event in May. Find out more about the market from across the whole of the Latin American region at the 4th Annual Latin America Insurance and Reinsurance Forum. For more information please visit or contact victoria.bale@euromoneyplc.com
Insights: UBI Intrigues Brazilian Drivers, a Good Sign for Forward-Thinking Insurers Brazilian consumers are overwhelmingly open to participation in usage-based insurance (UBI) programs, according to a recent Towers Watson study. UBI devices are already used by most major U.S. auto insurers, and UBI use is gaining momentum in other countries. A growing number of consumers are choosing to install a UBI device in their vehicles, allowing their insurers to monitor how, when and where their vehicles are driven. This driving data allow for significantly more accurate insurance rates, give customers new ways to control their premiums and provide an opportunity for satisfying new services. AT THE TOP OF THE LIST Brazil tops the list of nine countries with drivers that are interested in trying UBI, our recent consumer survey found: 78% report they are definitely or probably interested in UBI. What makes this high response rate more interesting is that UBI is relatively new in the Brazilian motor market, and there are few offerings available. If we consider the 14% of consumers that report they may consider UBI, the data suggests that 92% of consumers would consider a UBI policy. Figure 1 Towers Watson s survey revealed three important findings: Brazilian consumers are overwhelmingly receptive to UBI, with nearly 92% expressing an openness to buy a UBI policy. UBI is about more than just price, as consumers want value-added services that present opportunities for auto insurers to decommoditize their offerings. The majority of insureds interested in UBI are willing to change their driving behavior, reinforcing the potential of driver coaching to make our roads safer. Source: Towers Watson
UBI CONCERNS AND HOW TO EASE THEM Despite the high level of interest in UBI, Brazilian consumers still have some concerns, particularly related to privacy and claims: Privacy: Approximately 51% of consumers are worried about sharing their data, that is, they fear that their data may be shared with other organizations. Claims: 47% are worried that claims could be denied because of data collected by UBI use. These concerns are not surprising, and are consistent with what we ve seen in other countries. Companies have overcome them with strong reassurances such as explicitly stating in their terms and conditions how data will be used. Such provisions explicitly exclude data sharing with other companies or data use for claims adjusting. Interestingly, there was not a big concern related to premium increases. Only 29% of Brazilian consumers expressed concern, much lower than in the U.S. (48%). MORE THAN JUST PRICE While UBI has already begun to revolutionize how we price auto insurance, our survey finds that the potential for UBI products extends beyond better pricing. Consumers are expressing a very strong interest in various value-added services that are enabled by the technology underlying UBI. Approximately 92% of those interested in UBI are willing to pay for value added services. Theft tracking (85%), automated emergency call (80%) and breakdown notification service (72%) are among the top services desired by consumers. Services for teens are also highly desired by parents. Ninetyfour percent of parents interested in UBI would be willing to pay for value-added services for their children. The most valued are: emergency services that are dispatched automatically in the event of an accident (91%), information delivered if children are involved in an accident (91%) and advise on whether children are driving safely (83%).
The demand for value-added services presents an opportunity for insurance companies to decommoditize their auto insurance products and customize their value propositions to the specific needs of their target markets. If this is done effectively, it could lead to greater new business growth and higher renewal retention. THE UNTAPPED POTENTIAL OF DRIVER COACHING Many consider driver coaching UBI s greatest potential benefit. Driver coaching, if done effectively, will enable insurance companies to inform customers of their driving habits and teach them to drive better. As drivers become safer, insurance losses will decrease, benefiting the insurance company s bottom line. More importantly, safer drivers mean safer roads, a benefit to society as a whole. There is still work to be done to capitalize on the potential of driver coaching. The industry needs to better understand the subtle driving behaviors that make us good or bad drivers, and develop an effective way to deliver timely and relevant feedback to its customers. While we still have work to do in this space, our survey findings reinforce the potential of behavioral change. Fiftyeight percent of those who are interested in UBI indicate they are willing to change their behavior: this suggests a large appetite for behavioral change features and the value of driver coaching. The top three behaviors to change are: sticking to the speed limit (61%), keeping a distance between vehicles (46%) and driving more considerately (43%). HOW TO SUCCEED The success of UBI in other countries, such as the U.S., is a great case study for the potential in the Brazilian marketplace. Insurers will have a real opportunity to create value for themselves and their customers, but the road map to implementation can be long. Learnings from the successes of other companies in other countries could help guide Brazilian companies, in spite of regional differences. Companies that start experimenting early and learn how to structure UBI will be best suited to capitalize on this opportunity and realize success.
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