DKM 2022 Insights: 3 Key Lessons & Top Exhibition Stands in the Insurance Industry

Driving up to the entrance of the Dortmund exhibition halls for DKM 2022 felt like arriving at a long-awaited reunion. The energy was palpable—a clear sign that major industry events are not just back, but thriving. After two intense days of lectures, panels, workshops, and thousands of conversations, I’ve distilled three crucial lessons for the insurance industry and identified the exhibition stands that truly stood out. Whether you're an insurance broker, a company executive, or involved in insurance technology, these insights reflect the current pulse of our sector.

Lesson 1: In-Person Events Are Irreplaceable (And Back in Full Force)

Despite predictions of their decline, large-scale trade fairs like DKM have made a powerful comeback. The relief was visible on the first day—people were genuinely happy to meet, network, and exchange ideas face-to-face again, with a renewed sense of ease. The halls were nearly as packed with exhibitors, brokers, and visitors as in pre-pandemic years.

While some regular exhibitors were absent, their places were taken by exciting new players. For instance, Xempus made a notable debut with a large stand, reflecting its search for partners in the German insurance distribution network for its corporate pension platform. Similarly, Passportcard, a major international health insurer for expats, showcased its growing presence. This influx of new blood signals a dynamic, evolving marketplace where InsurTech and innovative service providers are claiming their space alongside traditional insurers.

Lesson 2: Mindset Trumps Pure Skill in the Talent War

Over three days, we conducted video interviews with more than 25 decision-makers—from insurance company sales directors and pool managing directors to tech startup CEOs. We asked a critical question: "What do you look for in employees, and what does it take to build a career in your department?"

The answer was nearly unanimous: Will and motivation matter more than pure technical expertise. This consensus among leaders stands in stark contrast to the message often conveyed to Generation Z through media and social platforms, which can overemphasize specialized skills. For those seeking advancement in insurance sales, underwriting, or claims management, this is a vital insight. Demonstrating initiative, adaptability, and a proactive attitude may be your greatest assets.

Lesson 3: Digital Transformation is a Marathon, Not a Sprint

Behind the scenes and in formal discussions, leaders shared numerous exciting digital transformation projects. Crucially, not a single person claimed that digitalization was "done." Instead, there was a clear understanding that the industry is engaged in a permanent, ongoing process of adaptation.

This mindset is logical but essential. It means that insurance companies, brokers, and agents must commit to continuous learning, investment in insurance software, and iterative improvement. The message for all businesses: complacency is not an option. Building a future-proof insurance agency requires embracing change as a constant.

Spotlight on Excellence: The Top Exhibition Stands of DKM 2022

Beyond the conversations, the visual and experiential impact of exhibition stands plays a huge role in engagement. Based on a completely subjective, non-representative assessment, we are awarding unofficial accolades to the stands that excelled in design, interaction, and brand messaging. The winners are featured in the image gallery above, but here’s what set them apart:

DKM 2022 ultimately reinforced that the German insurance market is resilient, hungry for connection, and seriously committed to its evolutionary journey. The lessons learned here—about the value of presence, the priority of attitude, and the permanence of change—are guideposts for every insurance professional navigating the year ahead.