Why SMEs are under-served by insurers

There is untapped growth on which insurers can capitalise in the SME insurance market. Where retail and corporate customers are well catered for, SMEs are underserved, say six leading experts who joined our Research Director for an in-depth discussion.

Below we summarise the rich conversations, in which the six thought-leaders explain how insurers can improve their offering for SMEs – and why there are reasons to be optimistic.

“I think the small business market is really under-appreciated,” says Ranila Ravi-Burslem, Director of Distribution, Workplace, Aviva. “Look at the volume of innovation that happens in the consumer space, by comparison.” The success of insurance in the retail sector is a clear example of how carriers can fulfill the needs of SMEs. They must prioritise customer experience by providing an easy, quick and simple service.

“Simplification of customer experience is a strategic theme for a number of UK insurers,” says Helen Bryant Director of SME and Corporate Partners, Allianz. “Whilst I would reflect that the market is taking steps towards achieving this goal, there is still some way to go. For example, in time, I would like to see policy wordings redesigned to a level that make them as easy for our customers to understand as reading a newspaper.” 

A superior customer experience can be enabled by automation and analytics, say our experts. “We’re moving towards a single platform on the Salesforce cloud, fully API driven, which will allow us to transact wholesale and retail business internationally and find cross-sell opportunities,” says Bunty Aranja Head of Business Architecture, Howden Group. 

Read more insights from all our global thought-leaders:

  • Bunty Aranja, Head of Business Architecture, Howden Group
  • Rowan Bamford, President, Liberty GTS
  • Helen Bryant, Director of SME and Corporate Partners, Allianz
  • Janthana Kaenprakhamroy, CEO, Tapoly
  • Ranila Ravi-Burslem, Director of Distribution, Workplace, Avivas
  • Paul Tully, Head of Strategy, AXA
Insurtech Insights and the report partners will use the information you provide on this form to be in touch with you and to provide updates and marketing.


With world’s largest forum for insurance professionals, Insurtech Insights provides an invaluable platform for networking, new insights and exposure for thought leaders.  We are always looking for new partners, content creators, and contributors to create value and deliver exceptional support to Insurtech Insights.

To share your knowledge, simply fill out the form.

Bradley Collins

Bradley Collins

    Thank you! Your subscription has been confirmed. You'll hear from us soon.
    Join 160,000+ community members who receive weekly insights