Digital Transformation of the Insurance Industry

IBM iX helps insurance companies to digitise their business models, underwriting processes, and distribution channels, adapting to the growing customer demands.

Policyholders seek expert advice and, at the same time, desire a seamless and intuitive customer journey in their digital interaction with the insurer.

Our services for the industry
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Holistic Omnichannel Communication

Together with our industry experts, we develop a customer experience strategy to steer or further develop communication across all relevant platforms and channels. We rely on brand strategic concepts, individual business and service models, as well as KPI-based marketing and channel strategies.

Convincing User Guidance through Experience Design Strategy

Only a convincing, intuitive user experience makes companies competitive. We support the creation of appealing interaction experiences that truly inspire policyholders and prospective policyholders, turning customers into fans.

Customer Data Platform (CDP)

Do you want to provide your sales staff with a single customer view with all touchpoints available? With a Customer Data Platform, data can be linked and activated, whether it is already available internally or can be further enriched. We support you in breaking down data silos and building such a platform that allows for valuable customer-centric targeting and analysis.

Insurance products for the digital age

With our industry experts and creatives, we make the relevant information easily understandable for insurance prospects and build trust. The customer experience begins well before the front- and backend, starting with the development of digital products. We accompany you from prototyping and MVP to the conceptualisation of go-to-market strategies.

Finding the right technology solution

With our years of experience working with leading technology providers of Digital Experience Platforms (DXP) and sales, CRM, and commerce software, we advise you on selecting the right solution to advance your insurance offerings in digital transformation.


IBM iX has been awarded multiple times for the BARMER Mobile Experience, including the German Digital Award and the prestigious Red Dot Design Award.

Learn more about the project here


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The transformation of digital BARMER health services

Entering new dimensions of the digital experience with IBM iX

Excellent digital services are an important differentiator in the insurance industry and are increasingly becoming a strategic priority. IBM iX guides insurance companies in the digitalisation of their business models, closing processes and sales channels in order to meet growing customer demands. With decades of experience of our insurance experts,  we enable sustainable success and accompany you on your path to digital transformation – from consulting and strategy to design, technical implementation and continuous optimisation. For the insurance of tomorrow.


Additional links and information

Shared success stories in the insurance sector

Further insights into the Insurance Industry

We have decades of experience in the insurance industry. Speak to our experts.

Christian Witt
Director Insurance Digital Strategy, IBM iX Berlin
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Thomas Kaindl
Chief Customer Officer Consumer, IBM iX DACH