Transformation in Commercial Lines: The Five Steps for Data Prefill

An SMA Research Report

Deborah M. Smallwood, Senior Partner
Karen Pauli, Principal
Publication Date:
November 13, 2018
Number of Pages:
$995.00 USD

The commercial lines application process can be laborious, with much of the required information being a mystery to applicants. Distributors are clamoring for frictionless processes, so they can spend more time on value-add interactions with customers. On the other side of the equation are rapidly growing volumes of external data. Utilizing emerging technology to prefill applications is rapidly becoming a competitive differentiator. However, rushing headlong into a prefill initiative without first assessing success factors can lead to a failure.

This SMA research report provides a five-step decisioning framework that guides insurers to a data prefill and data augmentation outcome. Views of commercial lines processes and data categories are included. In addition, SMA identifies examples of mature and InsurTech data providers.


 20181113 Transformation in commercial lines



Table of Contents

  • Introduction 3
  • Step 1: Declare the “Why” 3
  • Step 2: Determine the “Who” and the “How” 5
  • Step 3: Establish the “Where” 6
  • Step 4: Answer the “What” 7
  • Step 5: Select the Right Solution 9
  • Cases in Point 10
  • Call to Action 11
  • About Strategy Meets Action 12