The expectations insurance customers have for advice and communication have changed noticeably. Digital services are gaining importance, while personal advice still holds its central role. That's the finding of the latest Sirius Campus market study "Customer Outreach and Advisory."

The shift is most evident in what customers expect from agent websites. While in the past, the main focus was on introducing the agent personally, today customers primarily want functional content. Online claims reporting, appointment scheduling, and callback services are now among the most important requirements. The classic "digital business card" is no longer enough. What's needed now are concrete digital value-adds. Notably, this development is no longer a generational issue. The differences between younger and older customers are small. Digital services are increasingly expected and used by all age groups.

Despite the growing importance of digital offerings, personal advice remains the most important pillar of the customer relationship. About 70 percent of respondents can imagine being advised in an agency. However, compared to previous years, this figure is declining. At the same time, digital advisory formats are gaining acceptance. This is especially clear with chat offerings on websites and video consultations. Both formats are seeing noticeable growth and are becoming established parts of modern customer communication.

When it comes to using artificial intelligence, customers are still cautious. While about a quarter are generally open to AI-supported advice, broad acceptance is not yet visible. Only a small minority can currently imagine fully AI-based advisory.

Another trend concerns proactive customer outreach by insurers and agents. The desire to be regularly and proactively informed about new products or legal changes has been declining for years. While in 2019, half of customers expected such information, this share has recently dropped significantly to 38 percent. However, there are differences between customer groups. In particular, broker customers still show a higher willingness for proactive communication. At the same time, it's becoming clear that more and more customers want to organize their insurance matters independently and digitally.

Customer loyalty is also changing. While in the past, the relationship with the agent was often paramount, today there is a stronger bond with the insurance company itself. The willingness to follow an agent when they change companies is declining, while loyalty to the existing insurer is increasing. At the same time, satisfaction with agents remains high. Friendliness, competence, and support in claims are still rated positively.

"Despite these developments, agents continue to be highly valued," says Christoph Müller, Managing Director and founder of Sirius Campus GmbH. "Over 70 percent of customers are very satisfied with friendliness, competence, and support in claims. At the same time, expectations are changing: What's needed is an integrated customer experience combining personal advice with powerful online services, and in the future, supplemented by AI-based offerings."

For you as an agent, this means your website must evolve from a simple information page into a full-service digital hub. Customers expect to be able to file claims, book appointments, and get quick answers online—all while knowing they can still reach a real person when needed. The winners in this new landscape will be those who seamlessly blend the convenience of digital tools with the trust and expertise of human advice. Investing in your online presence isn't just about keeping up; it's about building a stronger, more resilient client relationship for the future.