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A mobile app is no longer a “nice to have.” It’s an important part of an insurance company’s overall digital strategy and those that don’t employ one put their business at risk. (Credit: theevening/stock.adobe.com) A mobile app is no longer a “nice to have.” It’s an important part of an insurance company’s overall digital strategy and those that don’t employ one put their business at risk. (Credit: theevening/stock.adobe.com)

Today’s consumers increasingly rely on mobile apps for regular engagement with the brands they value. From banking and online shopping to grocery delivery, consumers expect companies to deliver seamless in-app experiences — and this trend has only accelerated in response to the COVID-19 pandemic.

While most major insurance companies today offer a mobile app, few are using digital in new ways to drive growth and engagement, according to a recent J.D. Power study. This lack of a mobile strategy goes beyond a lackluster customer experience. It presents a missed opportunity for long-term customer loyalty and greater potential revenue.

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