UNLEASHING THE POTENTIAL: A CUTTING-EDGE DIGITAL MARKETING STRATEGIES TO DRIVE INSURANCE PENETRATION IN INDONESIAN INSURANCE TECHNOLOGY (INSURTECH) INDUSTRY

• Main Author: Habiba Mahmuda, Fitri
• Format: Theses
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/75874
• Institution: Institut Teknologi Bandung

The insurance industry in Indonesia faces significant challenges, including low market penetration and a lack of awareness among the population regarding the importance of insurance. Negative stereotyping against insurance and the concentration of efforts in urban areas further hinder industry growth. To address these challenges, exploring the potential of insurance technology (Insurtech) becomes crucial. This research employs qualitative descriptive methods and analysis tools such as PESTEL, Porter's Five Forces, and VRIO to assess the internal and external factors influencing the Insurtech industry. The 5A's Customer Path Framework is utilized to provide a comprehensive understanding of customer behavior and to recommend effective digital marketing strategies to increase insurance penetration. The analysis focuses on three prominent Insurtech companies, namely BIP, SZT, and ABS. Data collected through interviews from key persons from the three companies as well 20 Insurtech customers. This research finds that by leveraging technology and forming partnerships with digital platforms, these companies aim to overcome the low penetration rates and reach a wider audience. However, ineffective marketing tactics and a lack of customization hinder their efforts. To address these issues, this research proposes tailored marketing approaches by acknowledging their opportunities and challenges as well as their strength and weaknesses supplied from aforementioned analysis tools. This research finds that Insurtech needs is still developing industry but have untapped potential and needs to grab every opportunity that lies ahead. This research delivers the proposed marketing strategy by utilizing search engine optimization, social media marketing, content marketing, mobile marketing, and video marketing and leveraging their technological advantage in relation their digital marketing efforts. These strategies aim to increase visibility, enhance brand awareness, educate and engage the audience, and showcase insurance offerings. This research provides valuable insights for Insurtech companies operating in Indonesia, emphasizing the importance of customer-centric digital marketing strategies to drive insurance penetration and accelerate industry growth.