Insurance Intermediation in the Age of Digital Transformation

Abstract

The development of information technologies has a direct impact on the insurance industry. At the same time, the development of infrastructure has facilitated access to many digital services. These changes have encouraged consumers to increasingly use online sales platforms, including those offering insurance products. However, the insurance market is very specific, as the contractual terms and conditions vary significantly from one person to another. Consequently, clients often require and request personalized consultations, which are mainly provided by intermediaries. The purpose of this research is to analyze the role and position of insurance intermediaries under the conditions of digitalization. To achieve this objective, the study aims to: highlight the role of intermediaries in insurance activities; identify the main digital technologies applied in the insurance sector; analyze the impact of digitalization on intermediaries’ activities; and propose directions for adapting intermediaries’ operations to digital innovations. The research methodology is based on methods such as analysis, synthesis, induction, and comparison, and includes an examination of both theoretical and practical sources in the fields of insurance and financial technologies. The results of the study show that traditional intermediaries continue to play an essential role in maintaining customer trust and providing personalized advice. At the same time, intermediaries must adapt to technological innovation by integrating digital tools into their operations, thereby improving the quality and value of the services they provide. UDC: 368.03:[004.7+004.8]; JEL: G22, G23, G52, O33, Q55