Abstract:

Digitalisation is increasingly reshaping the European insurance sector, affecting strategic management, operational processes, customer interactions and distribution channels. The aim of this article is to assess the current level and main trends in digitalisation within the European insurance sector and to identify differences in the implementation of digital technologies across key areas of insurance operations.

The study is based on secondary data, drawn primarily from the EIOPA survey and supplemented by Eurostat data. Descriptive and comparative analyses were employed. The results indicate that digitalisation has become an important strategic element of the insurance sector – 52 per cent of the surveyed companies have a dedicated digital transformation strategy, whilst a further 23 per cent incorporate digitalisation into their broader IT, corporate or business strategy. Artificial intelligence is used by 50 per cent of respondents in non-life insurance and 24 per cent in life insurance, whilst digital sales account for 19 per cent and 9 per cent of gross premiums respectively. The results indicate that technological digitalisation is progressing faster than the full digitalisation of insurance distribution. The findings of the analysis indicate that the digitalisation of the European insurance sector is well advanced, but continues to progress unevenly depending on the technology and business functions involved.