Nuria Alfaro
Head of Marketing and Communication Area
Interview conducted by Very safe on the occasion of the action plan that ebroker will carry out in relation to the Kit Digital program (initiative of the Government of Spain). Published in January 2022.
The Kit Digital program is an initiative of the Government of Spain whose objective is to subsidize the implementation of digital solutions available on the market 'to achieve a significant advance in the level of digital maturity', as indicated by the Ministry of Economic Affairs and Digital Transformation. The digital solutions provided by the Digital Kit are aimed at supporting the needs of small businesses, micro-businesses and self-employed workers, from different sectors of activity.
In this context, the insurance sector, due to its own structure and characteristics, has an unquestionable leading role in the process of its necessary digital transformation, especially with regard to the activities carried out by insurance brokers, which can be supported by the aforementioned aid, financed by the Next Generation European Funds.
Muy Segura has spoken with Nuria Alfaro, head of Marketing and Communication at ebroker, in order to find out what the company's position will be in this matter, with regard to the support they are going to provide to their broker clients.
How has ebroker been supporting its clients in the field of their digital transformation? At what point is the insurance market in this matter?
There are many milestones that since 2000, the year the ebroker was launched, we can highlight and that have been a constant contribution to the race for the digital transformation of the insurance broker, solutions that today seem innovative in this process, but that our users have using for decades.
For example, 2005 was the year in which we launched a 100% integrated multitarifier in the ERP operations; in 2011 ebroker becomes a completely web application; a year later the application was uploaded to the cloud; in 2015 we launched ebroker BI focused specifically on the broker for the creation of knowledge through data analytics; and in 2017 we "got into the broker's pocket" with the My Broker APP, supporting the digitization of brokerages in communication processes with customers.
«There are many milestones that since 2000, the year the ebroker was launched, we can highlight and that have been a constant contribution to the race for the digital transformation of the insurance broker, solutions that today seem innovative in this process, but that our users have using for decades».
What assessment do you make of the Digital Kit program?
It is clear that, although there is a high level of technology in the insurance sector and specifically in the field of mediation, there is still a lot of room to advance in digitization, to adapt to the new circumstances and growing demands of a society and a hybrid customer, but each time more digitized.
Specifically and from our point of view, the path towards digitization must address four areas: data and its analysis as a lever for growth; communication and omnichannel, as a strategy to establish and deepen relationships with the broker's environment, but mainly with the client; marketing and CRM strategy, as the basis of insurance distribution; and, finally, commercial efficiency, which will boost profitability and competitiveness.
We have recently carried out a survey launched to the sector on which of these areas should be a priority in the technological promotion of the insurance broker, and according to those surveyed, the use of data is the most relevant area that will drive the activity of the broker, although we will develop all and each of these areas that we consider fundamental.
“From our point of view, the path to digitization must address four areas: data and its analysis as a lever for growth; communication and omnichannel, as a strategy to establish and deepen relationships with the broker's environment, but mainly with the client; marketing and CRM strategy, as the basis of insurance distribution; and, finally, commercial efficiency, which will boost profitability and competitiveness».
What is the ebroker's position regarding these public aids and how is it going to support its brokers?
We will accompany the broker at all times in the management and processing of the aid, we are fully committed so that the broker can benefit from them and the aforementioned areas that fit into the areas of the evolution of the ebroker platform.
In this accompaniment, we have adopted immediate and specific measures aimed at our user community, such as:
- Specialized permanent department for runners to address, which is in charge of resolving doubts and that will support the management and processing of aid.
- Periodic and continuous information on deadlines and procedures and news.
- Webinar for next January 28, Friday, in which we will count on the collaboration of Zabala Innovation, a multinational consulting firm specializing in technological innovation, in a participatory session in which users can make their queries.
In parallel, we are designing the content of the digital package in which the evolutionary aspects of the product that we will offer will be developed, in line with the innovative vision that we have projected, throughout these 21 years alongside the runners.
«We will accompany the broker at all times in the management and processing of the aid, we are fully committed so that the broker can benefit from them and the aforementioned areas that fit into the areas of the evolution of the ebroker platform».
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