Written by Sabine VanderLinden  

Amsterdam, May 2025 – With a “festival-like energy” and an unwavering focus on the future, ITC Europe 2025 felt like the place where creativity met impact and innovation met opportunity.

As the event chair for ITC Europe 2025, I had the privilege of welcoming over a thousand insurance leaders, tech innovators, and founders into two days of deep discussions and unexpected insights.

A recurring theme throughout these discussions was the importance of understanding consumer behavior, as industry leaders emphasized analyzing audience preferences and market shifts to drive meaningful change. From my vantage point on stage at the Taets Art & Event Park, I saw an industry buzzing with possibility – and grappling with big questions about where we go next.

In this thought-provoking recap, I want to share the top three themes that emerged during the conference. These themes resonated through keynotes, panels, and coffee-break conversations alike, offering a glimpse of how our sector is evolving. Considering the customer's perspective was highlighted as essential in shaping the industry's future and guiding strategic improvements.

Along the way, I’ll bring in voices of the speakers who lit up our agenda and my own reflections as chair – from introducing sessions to moderating debates and observing the audience’s reactions (including a few smiles when our afternoon ice cream van rolled up!).

Let’s dive into the highlights: AI’s transformative promise (and its pitfalls), the rise of true customer-centricity built on trust, and insurance’s expanding role in tackling global challenges through purpose and collaboration.

AI Revolution Meets the Human Touch

If one theme dominated ITC Europe 2025, it was the transformative potential of artificial intelligence – tempered by the reminder that technology must serve humans, not replace them. In session after session, we explored how generative AI, machine learning, and automation are reshaping everything from underwriting to claims and customer service. For instance, one insurer’s CIO showed how AI-driven predictive analytics can flag risks and prevent accidents before they happen, moving us from a reactive stance to a proactive model of insurance. We discussed scenarios of claims algorithms settling minor fender-benders in minutes. We heard about “preventative AI” systems that monitor data in real time to avert losses – a vision of insurance that doesn’t just pay claims but actively helps customers stay safe.

And yet, a healthy skepticism ran through these discussions. A memorable moment came when Jonathan Roomer, Co-Founder & CCO of YuLife, painted a vivid picture of an automated future gone wrong: an AI claims bot that instantly denies a customer’s car accident claim with a cold message, no questions asked. “0.7 seconds from impact to verdict. No humanity. No empathy. No appeal. Welcome to the future of frictionless insurance,” he recounted. The audience’s silence in that moment spoke volumes.

This is not the future we want. As Roomer put it bluntly, “We cannot afford to get the AI revolution wrong,” because if we simply inject black-box algorithms into an industry already facing low trust, "it widens, not narrows the trust gap."

From my backstage seat moderating these conversations, I often balanced excitement with caution.

Yes, AI can make insurance better, faster, cheaper – but the consensus in Amsterdam was that AI should augment human expertise, not annihilate it. Several speakers stressed the importance of keeping emotional intelligence at the core of product design and claims handling, including fostering customer empathy in every interaction.

In a panel aptly titled “Emotional Intelligence meets Artificial Intelligence: Humanising Customer Experiences,” insurtech CEOs discussed how even the smartest algorithms need a human touch. They highlighted the crucial role of customer service reps on the front lines, delivering empathy and reassurance to customers during difficult moments. “AI can handle the data, but empathy is still strictly human – especially on someone’s worst day,” one panelist noted, echoing a sentiment that drew nods from the audience.

I introduced this session with a simple idea: in insurance, technology and humanity must evolve hand-in-hand. By the end, it was clear that the winning formula is AI + HI (Human Intelligence) – chatbots for speed, people for empathy – to deliver both efficiency and reassurance when it matters most.

Of course, the AI theme at ITC Europe wasn’t all about warnings. There was genuine tech optimism in the air. We saw how generative AI can help underwriters explore scenarios faster, how automation frees up agents to focus on advice, and how AI-driven personalization can tailor coverage to individual needs. Analyzing support tickets also provides valuable feedback for improving both AI systems and human service, helping organizations better understand customer issues and refine their processes.

The key takeaway was balance. After one presentation, I asked the presenter what made their AI implementation successful. They answered, “We started with the problem, not the tech. We asked: how can AI make this easier for the customer or employee? Then we built from there.”

That mindset – purpose-driven innovation – seemed to differentiate the success stories from the hype. Investing in employee experience by providing advanced tools and technology ensures staff can deliver better, more personalized service.

As chair, I was encouraged to see our industry move past the “AI washing” phase and into real, practical applications that add to the insurance experience. We’re embracing the AI revolution, yes, but doing so thoughtfully—with our eyes open to the ethical and human implications and by empowering the front lines to collect feedback and continuously improve service.

Key Principles of Customer Centricity

At the heart of every successful customer-centric company lies a clear business strategy: put the customer at the center of every decision, process, and innovation. True customer centricity goes far beyond simply offering friendly service—it’s about developing a deep understanding of customer needs, preferences, and behaviors and using those insights to shape every aspect of the business.

Leading customer-centric companies invest in gathering and analyzing customer feedback, allowing them to anticipate needs and deliver products and services that genuinely resonate.

A customer-centric strategy means designing experiences that feel personal and relevant, not generic.

This approach builds trust and fosters customer loyalty, turning one-time buyers into lifelong advocates. By consistently prioritizing the customer’s perspective, businesses can create a competitive advantage that’s hard to replicate.

The result? Increased profits, a growing and loyal customer base, and a reputation for delivering real value. In today’s marketplace, companies that embrace customer centricity are not just meeting expectations—they’re setting new standards for what it means to be truly customer-focused.

From Transactions to Trust: The Customer Centricity Revolution

Insurance has always been about trust at its core – and at ITC Europe 2025, the industry’s renewed focus on customer-centricity and trust-building was front and center. Over two days, a clear narrative emerged: insurers are striving to move beyond transactions and become true partners to their customers. What does that look like in practice? It means seamless digital experiences, lightning-fast claims payouts, proactive risk management, and services so tailored that they feel almost anticipatory.

We heard case studies of insurers providing instant payment on small claims, using IoT devices to warn customers of a leak before it turns into a flood, and rewarding policyholders for healthy behavior. As one speaker noted, it’s about shifting from “just paying claims to preventing them, and from mere policy sales to ongoing protection relationships.”

A recurring phrase in many sessions was that “trust is the currency of the future."

Earning that trust requires delivering on promises and being there in the moments that matter. I was struck by an audience poll question, which suggested that a majority of customers – especially younger generations – would switch carriers for a better claims experience.

In his provocative talk, Jonathan Roomer shared a gut-check statistic: only about 21% of people actually trust their insurer to be there when disaster strikes. “Nearly four out of five people who pay us…don’t believe we’ll do our one and only job. That is devastating,” he said, pulling no punches. That data hit hard. It energized the room around a common mission: rebuilding trust through a better customer experience.

Throughout the event, I introduced a variety of discussions that revolved around this theme of customer-centric innovation. A few highlights stood out to me and the audience alike:

• Embedded Insurance & New Distribution: In one lively session, leaders from Philips and Zurich talked about meeting customers where they are. We learned about an initiative to embed insurance coverage into products for expectant mothers and young families – a demographic playfully described as the industry’s “hidden goldmine.” The message was that by embedding insurance into everyday transactions and life moments, we can protect more people in more meaningful ways. As I looked around, I saw many execs scribbling notes: embedded models and partnerships (with carmakers, retailers, Big Tech, you name it) are clearly top of mind as a growth strategy.

• Seamless Claims & Instant Gratification: Claims management was another hot topic. A JP Morgan-sponsored panel titled “From Transactions to Trust: Revolutionising Customer Relationships and Claims” brought together a banker, a broker, and a carrier to discuss speeding up claim payments. The consensus was that slow, paper-laden claims processes are no longer acceptable. One claims executive quipped that if TikTok can engage users in seconds, insurers should at least be able to settle a fender-bender by the time the tow truck arrives. We all chuckled – and agreed. Multiple insurtech startups on stage showcased tools for instant claims assessment (some using AI vision on car damage) and automatic payouts. Faster claims aren’t just about efficiency; they’re about showing customers “we’ve got your back” when it counts.

• Hyper-Personalization & Loyalty: We also heard how data analytics and AI enable hyper-personalized insurance products – usage-based, behavior-based, and on-demand coverages tailored to individual needs. Jens Hartwig, co-founder of Laka, a startup I accelerated during my time at Startupbootcamp, shared how their community-driven bike insurance adjusts to how often you actually ride, creating a fairer cost and a passionate user community. Others described loyalty programs that feel more like a two-way relationship than a one-time sale. The takeaway: by treating customers as partners rather than policy numbers, we can increase engagement and lifetime value for both sides. Insurance can be something people want to interact with, not just a necessary evil.

As chair, it was heartening to feel the energy in the room around these customer-centric ideas. Panels turned into brainstorming sessions; even during coffee breaks, attendees swapped stories of experiments in customer experience. By Day 2, a unifying idea had emerged: trust is earned through action. Whether via technology or the human touch (and likely both), our industry knows it must deliver simplicity, transparency, and genuine value to win the loyalty of modern customers.

The good news? At ITC Europe, I saw an international insurance community not just talking about this shift but actively doing it. As one speaker succinctly put, “In insurance, you can’t ask for trust – you have to earn it, one interaction at a time.” And earn it we will.

Employee Engagement: The Heartbeat of Customer Centricity

Behind every memorable customer experience is an engaged, empowered employee. Customer-centric companies understand that their people are the heartbeat of a customer-centric culture. When employees feel valued, supported, and connected to the company’s mission, they’re more likely to go the extra mile for customers, delivering the kind of service that drives customer satisfaction and loyalty.

Employee engagement isn’t just a “nice to have”—it’s a strategic imperative for any business aiming to be truly customer-centric. Motivated employees bring energy and empathy to every customer interaction, creating positive experiences that customers remember and share.

This virtuous cycle—where happy employees create happy customers, who in turn fuel business growth—can transform a company from the inside out. By investing in training, recognition, and open communication, businesses can foster a culture where both employees and customers thrive, setting the stage for long-term success.

Measuring What Matters: Metrics for Customer Centricity

To build a truly customer-centric company, it’s essential to measure what matters most to your customers and your business. Key metrics like customer satisfaction, customer retention, customer lifetime value, and net promoter score provide a clear picture of how well your customer-centric strategy is working. These indicators help businesses understand the customer journey, identify pain points, and make data-driven business decisions that enhance the customer experience.

But measurement shouldn’t stop there. Leading customer-centric organizations also track metrics such as customer effort score and customer health score and use customer journey maps to gain a holistic view of the customer lifetime. By leveraging available data and analytics, companies can uncover actionable insights, optimize their operations, and continuously refine their approach. Ultimately, a focus on the right metrics empowers businesses to deliver more value, increase customer loyalty, and drive sustainable growth.

Purpose, Sustainability, and the Power of Collaboration

The third dominant theme was a broader one: insurance stepping up as a force for good in a world of complex risks. Time and again, conversations in Amsterdam returned to the idea that our industry has a critical role to play in addressing global challenges – from climate change and resilience to the protection gap and even regulatory innovation. We explored how, by leaning into our purpose and forging smart partnerships, insurance can drive positive change and profitable growth. This theme brought a palpable sense of mission to the event, reminding us why we do what we do.

Climate Action & Sustainability. One of the most inspiring sessions chaired was a panel on “Rethinking Risk: How Insurance Can Drive Climate Action.” It came at a poignant time – as headlines spoke of wildfires and as some economies wavered on climate commitments, the panelists doubled down on what industry can do.

We heard from founders like Coenraad Vrolijk of CarbonPool, who is literally ensuring that insurance accelerates decarbonization. His company provides coverage for carbon capture and clean energy projects, reducing the cost of climate risk and even delivering insurance payouts in the form of carbon removal credits instead of cash.

That idea drew murmurs of approval in the room – insurance products designed not just to pay for climate disasters, but to prevent or mitigate them by incentivizing green behavior. Another speaker showed how hyper-local climate data (think IoT weather sensors and AI forecasts) can enable parametric covers that protect farmers against droughts or floods in a far more responsive way than traditional crop insurance.

The enthusiasm from the audience – many of whom lead sustainability initiatives at major insurers – was tangible. As one insurance CEO highlighted, “The push to net-zero isn’t just good for the planet; it’s a huge business opportunity for us, too.”

Precisely. New climate risks mean new customer needs, and if we innovate responsibly, we can both do good and do well. It's essential that we create products that align with both customer needs and sustainability goals, ensuring our solutions are purpose-driven and future-ready.

• Global Challenges & Resilience. Beyond climate, the umbrella of “global challenges” featured heavily on our stage. Geopolitical uncertainty, cyber threats, aging populations – these systemic risks were discussed not in a doom-and-gloom way, but as a call for innovation. In a keynote on the “Resilience Imperative”, Daren Rudd from CGI urged insurers to rethink products and partnerships for an age of volatility. The idea of public-private collaboration came up, especially for mega-disasters: should governments and insurers co-create backstops for ultra-catastrophic events? There were no easy answers, but just raising the question signaled progress. I noted a shift in mindset: rather than being overwhelmed by external risks, the community here was asking, “How can we turn these challenges into opportunities to serve society and grow our business?
• Regulation as Enabler (Not Enemy). A surprising star of the show was the topic of regulation. Typically the word “regulation” makes innovators roll their eyes, but at ITC Europe 2025 it became an energizing part of the conversation. I had the pleasure of moderating a fireside chat with Andres Lehtmets, a thought leader at the crossroads of insurtech and compliance, on bridging the gap between innovation and regulation. Andres emphasized that entrepreneurs and regulators ultimately want the same thing – a stable, fair, and forward-looking market – and he challenged us to work with the rule-makers, not against them. In his words, "the future of insurance depends on building smarter bridges between bold ideas and the rules that govern them." That line earned a spontaneous round of applause. We discussed examples like the EU’s new open finance and data-sharing regulations, which could unlock innovation (with proper safeguards). The takeaway was empowering: rather than seeing compliance as a box-ticking exercise, insurtech innovators can actively collaborate with regulators to shape frameworks that foster innovation and protect customers. When I asked Andres for one piece of advice for founders, he smiled and said, “Engage early and often – don’t wait until the policy is written to show policymakers the art of the possible.” It was a call to action for all of us to view regulators as stakeholders in innovation, not obstacles.
• Collaboration & Ecosystem. Underpinning all of these “purpose” topics was an ethos of partnership. Over the two days, I lost count of how many times someone said, in essence, that no one can do it alone. Incumbents need startups’ agility; startups need incumbents’ scale; and both need the trust of customers and regulators to succeed. In a dynamic roundtable on unlocking insurer–startup partnerships, we tackled the tough questions: How can a big carrier and a tiny insurtech actually build something meaningful together? What are the cultural barriers? The success stories shared (and yes, the war stories too) all reinforced a simple truth: innovation thrives when we work together. Personally, I witnessed this spirit in real time at ITC Europe – whether it was two founders hashing out a potential integration over coffee, or a CEO and a CIO swapping business cards after a panel, excited to continue the conversation. The event itself was designed to spark these collisions, and as chair, nothing made me happier than seeing a long line of handshakes and hugs at the networking receptions. The community showed up in force, and it’s that community that will carry these ideas forward after the lights dim.

Brand Advocacy: Turning Customers into Champions

For customer-centric companies, the ultimate goal isn’t just to satisfy customers—it’s to inspire them to become passionate advocates for the brand. When businesses consistently deliver exceptional value and build strong relationships, they create loyal customers who are eager to share their positive experiences with others. This kind of brand advocacy is one of the most powerful outcomes of a customer-centric approach.

Brand advocates and ambassadors amplify your message through testimonials, reviews, and referrals, helping to attract new customers and strengthen your reputation. By empowering customers to become champions—through outstanding service, meaningful engagement, and genuine appreciation—companies can unlock the benefits of word-of-mouth marketing and build a vibrant, loyal community. In today’s competitive landscape, turning customers into advocates isn’t just a bonus; it’s a key driver of long-term business success.

Overcoming Challenges on the Road to Customer Centricity

The journey to becoming a truly customer-centric company is not without its hurdles. Many businesses grapple with legacy systems, fragmented internal processes, and a lack of actionable customer data—all of which can slow progress and stifle innovation. Shifting to a customer centric culture often requires a fundamental mindset change, breaking down silos and encouraging collaboration across teams.

To overcome these challenges, companies must prioritize employee engagement, invest in modern technology, and foster a culture of continuous improvement. Embracing a customer-centric approach means being agile, open to feedback, and willing to experiment with new ways of working. By focusing on the customer at every level of the organization, businesses can transform obstacles into opportunities, ensuring they remain adaptable, resilient, and relentlessly customer-focused. The result is a company that not only meets but anticipates customer needs—positioning itself for long-term success in a rapidly evolving marketplace.

Looking Forward: Insurance 2.0 with Purpose, Passion, and Business Strategy

As I delivered my closing remarks to an energized hall, I felt a strong sense that we are collectively turning a page towards what I like to call “Insurance 2.0”.

Over the course of ITC Europe 2025, we journeyed from high-level vision to on-the-ground tactics for change. We started by imagining the possibilities of AI, and ended by grounding those ideas in ethical, customer-centric practice. We confronted hard truths about trust gaps and legacy baggage, and we celebrated the innovators already building solutions to overcome them.

Crucially, we recognized that success in this next era will require purposeful leadership – leaders who go beyond buzzwords and “AI washing” to drive genuine cultural and operational transformation. It means investing in talent who can bridge insurance acumen with digital savvy. It means nurturing a culture where experimentation is encouraged (I loved the panel where Christine Platiel, COO of Livewell by Zurich, frankly discussed how to create a “fail-fast, learn-faster” environment in a 150-year-old company).

And it means keeping sight of our mission to help people, businesses, and society at large become more secure and resilient. Just as importantly, it requires a commitment to customer-centric strategies for the long haul, focusing on building lasting relationships and sustained value rather than short-term wins.

One of my personal takeaways from chairing this event was a renewed pride in the insurance community. The two days in Amsterdam showcased an industry not stuck in the past, but confidently stepping into the future – a future where insurance is proactive, personalized, and undeniably purposeful.

The excitement was palpable in every standing-room-only session and hallway chat. When I think back to moments like announcing the DIAmond Award winners (recognizing the top insurtech innovators of the conference) and seeing the ovation they received, I’m convinced that the spirit of collaboration and change we fostered will live on well beyond the conference.

To my fellow insurance professionals, C-suite executives, and startup founders: the challenge and invitation now is to keep this momentum going.

How will we turn these insights into action? What bold experiment will you run at your organization next week? Which new partnership will you explore next quarter?

The themes we highlighted – leveraging AI wisely, earning customer trust daily, and advancing our industry’s social impact – are not just conference talking points. They are our collective mandate for the years ahead.

In closing, I want to extend my heartfelt thanks to everyone who joined us at ITC Europe 2025 – your energy and openness made it special. If we carry forward the curiosity and courage I witnessed in that Amsterdam venue, I have no doubt we’ll meet again in the near future to share even more impressive results. Until then, let’s lead with intent and continue to build the future of insurance, together.

Because if this event proved one thing, it’s that we have what it takes not just to respond to change, but to drive it – as a united community, armed with new ideas and driven by a clear purpose. Let’s get to work!

Sabine VanderLinden, ITC Europe 2025 Chair