Chubb has introduced AI-driven analytics and product matching features within its Chubb Studio platform, which lets partners embed Chubb insurance in their digital experiences. It’s another move that reinforces the incumbent insurer’s position as a key player in the space. Traditional sales channels will inevitably decline as Gen Zers and young millennials become a larger share of insurance buyers. Insurers need to rethink their distribution strategy and technology infrastructure or risk losing access to digitally native customers who expect seamless, integrated purchasing experiences.

Embedded channels will make up a large chunk of life insurance transactions within the next five years. Insurers that form the right partnerships today can reach coveted younger demographics and grow their customer bases.

Thirty percent of all insurance transactions will occur in embedded channels within the next five years. Insurers who don’t act now will miss out on reaching new customers—and risk losing current ones to innovative competitors offering embedded policies.

Marketers within the insurance industry will zero in on how to best utilize digital ad budgets, as spending growth settles at more modest levels.