In the current economic situation in which business profits have been reduced in recent years, insurance companies have tried to improve their results by starting a fight to attract customers that, in many branches, has resulted in a war of prices that has destroyed value for the sector as a whole.

The resources that insurers allocate to identify the needs of their clients and in this way, know what commercial actions will result in a greater return for the company is limited; being the value of the clients a key piece for its management.

We are facing an environment in which only those insurers that are capable of understanding how to increase the value of their current clients while retaining their loyalty will improve their results in the medium and long term.