The insurance industry — primarily offering retirement, medical, car, travel, accident and liability insurance — serves Germany’s only market in which everyone has a need. Germany’s residents have insured themselves against the risks of life with close to 430 million insurance policies — that amounts to nearly six policies per man, woman and child.

Nonetheless, the insurance market is characterized by extremely intense competition — just think of all the offers with which medical insurers are constantly trying to lure people away from rival companies. The product portfolios of insurance companies have grown to the point that most people perceive them as impenetrable jungles, impossible to compare. And yet, every contender continues to issue a steady stream of new policies and offerings in hopes of conquering large market shares.

But where do these new offerings come from? How are market gaps identified and needs ascertained? How do insurers learn about new trends? How can they judge, for example, how standard life insurance compared to life insurance policies that are tied to mutual funds? In which age group or professions are too few disability insurance policies being taken out, and where can an insurer offer lower rates because, for instance, the risks are known and manageable?

The answers can all be found with intelligent search technology from Cogisum. It can be used, for example, to monitor relevant blogs, forums and newsrooms to identify customer wishes, problem areas or budding new trends, which an insurer can then take into account in its customer communications or product advertising. This can lead to new insurance offerings that are more precisely tailored to target groups, while delivering the flexibility required nowadays. Cogisum lets you keep your finger on the pulse of the times: with search products and solutions that enable targeted, goal-oriented marketing. 

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