Rethinking the claims experience
How these interactions instill trust in the coverage you provide
When your customers purchase payment protection solutions, they make a financial decision to protect themselves from life’s curveballs, such as involuntary job loss, disability, illness and even loss of life. And when they need you most, one of the deepest tests of an insurance company’s value is how they show up when a claim is filed.
The claims experience is much more than a backend operation. It is a defining moment of truth that helps deliver on promises. When considering adding or changing payment protection solutions, it is critical that you evaluate not only the solutions themselves but also what that claims experience could look like for your members or customers.
Growing consumer expectations
Think about a favorite customer experience — whether it was purchasing something online or even resolving a problem you had. What made you feel good about that experience? Maybe it was easy. Maybe it was quick. Or maybe you talked with someone who was very helpful.
Ideally, you would expect this same kind of experience when filing a protection claim. While historically people may not have expected much from insurance companies, the insurance industry no longer gets a pass on subpar experiences because customer expectations are now shaped by all their interactions.
According to WifiTalent’s June 2025 study, Customer Experience in the Insurance Industry1:
- 78 percent prefer digital communication channels over traditional methods
- 65 percent expect proactive responses
- 60 percent want self-service options available 24/7
- 42 percent have abandoned claims due to poor service
It’s clear that expectations are changing around protection services claims that traditionally meant time-consuming, heavy paperwork.
Evaluating claims capabilities
When entrusting a carrier to deliver on your customers’ claims experience, it’s critical that you ask questions about the capabilities they have to meet these growing expectations.
Insurers today are increasingly focusing resources on these key strategic initiatives to revamp the claims experiences:
- Digitization and automation: Many companies are looking for ways to digitize processes through online claims portals or apps, offering remote claims assessments and using AI to flag anomalies, predict severity or route claims.
- Omnichannel consistency: Centralized systems and seamless handoffs between digital and human channels are considered a growing opportunity to improve customer experiences. The goal is that your customers have one place to go to submit, view and track claim status.
- Data and analytics: Many companies are investing in ways to use data and analytics to improve the claims experience and reduce friction. Predictive models can triage claims, allocate resources and flag cases early. Benchmarking claims KPIs such as cycle time and not-in-good-order rates also shape future investments.
Human interactions are still important
While these technical capabilities are critical, it’s equally important to evaluate the human element of the claims process. Too much automation in sensitive moments can backfire if it undermines trust. A claim in a debt or credit protection context often arises during financial stress (job loss, disability, death, illness). Claimants may already be anxious — so clarity, empathy and speed are extra-important — whether it be through a combination of a digital portal or needing to speak with a highly knowledgeable associate.
Built on strength. Delivered with care.
At Securian Financial, we understand that when your customers face life's challenges, we're not just processing claims. We're protecting relationships and preserving trust in the coverage you provide. Every interaction is designed around what matters most: getting your customers the support they need, when they need it, with the care they expect from you through deep expertise, broad capabilities and high-touch service.
