Finding the White Spaces in the Product – Distribution Channel Landscape

The traditional B2B2C affinity and program business concept offered insurance products through non-insurance or non-financial organizations such as associations, non-profits, employer groups and more.  However, today’s buyers do not necessarily associate with some of these traditional groups and will look to buy insurance through other groups such as Gig Economy groups, health and fitness organizations, large retailers, auto manufacturers and more – where the purchase is part of strong relationship or buying transaction they are doing.

With the increasing competitive challenges to attract and retain customers, insurers must develop and utilize a broader distribution ecosystem that engages customers when and how they want.  A distribution ecosystem can rapidly reach more markets, potential customers and current customers with more purchase and service options by tapping into a growing array of channels, particularly embedded insurance. While this is a concept and practice that has been around for some time, evolving customer expectations and technological capabilities are expanding product and distribution partner options and changing how embedded insurance is done.

Majesco’s and PIMA’s 2020 joint research exposed a gap between traditional and new, innovative relationships that are increasingly important to be competitive in our rapidly changing industry.  This year’s new joint research explored these issues again to assess the state of these gaps, along with a new, deeper dive into the current state of embedded insurance. It leverages Majesco’s new 2022 Strategic Priorities research and 2022 consumer and SMB research, and a survey of the PIMA Community to assess levels of alignment on partnerships, the distribution spectrum and embedded insurance.

Watch this webinar to hear Denise Garth, Chief Strategy Officer at Majesco, and Ann Dieleman, Executive Director at PIMA, tackle key questions about distribution ecosystem strategies, such as:

  • What distribution programs are you using?  How do they align to what leaders are doing?   How do they align to what customers are expecting?
  • Are you focused on traditional models or expanding out to new, innovative embedded models?  Which level of embedded are you using?  Are you developing new products specific for these options?  What are your plans over the next 3 years?
  • Are you developing an ecosystem of partners that are digitally connected and enabled?



Denise Garth, Chief Strategy Officer – Majesco
Ann Dieleman, Growth Strategist | Leadership Advisor | Board Member – Ann Dieleman Consulting, LLC