At the heart of most insurance behaviours are decisions about risk and probability. Behavioural science can explain the behaviours that underpin these seemingly irrational choices

Reintroducing the human touch

The classic insurance industry is built in a way which pits the insured against the insurer to fight over the same coin. All this culminates in a vicious cycle of distrust, making premiums go up, and turning the claims process into an ordeal. As the consumer evolves and established companies become vulnerable to startup challengers, the insurance industry must evolve to disrupt and reinvent the insurance business model. 

We all act in ways that seem irrational. Consumers don't always switch to a better option or cheaper product."

Cowry can use behavioural science to help you improve the claims process at every stage, for both the customer and supplier. 

By embedding the human touch within your organisation, we can help you to design a user experience which minimises conflicts of interest, and strategically place reminders of morality, leading to more valuable, longer-lasting relationships with your customers.


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Where can we help?


  • Reduce underinsurance
  • Reduce inaccurate disclosures
  • Increased honesty and disclosure of health conditions
  • Create fluent end-to-end digital journeys
  • Reduce switching behaviour

Business Comms

  • Increase completion of claim forms
  • Increase open rates
  • Increase engagement
  • Send timely communications
  • Increase open and click-through rates

Contact Centres

  • Equip CSRs to handle challenging conversations
  • Create compelling, compliant conversations
  • Increase NPS & eNPS
  • Increase employee retention
  • Reduce the pain of ID verification processes

Saga Customer Experience Transformation

The behavioural challenge:

For good drivers, there is nothing more frustrating than getting a car insurance renewal and seeing the price go up when you have not had any claims. This can lead to challenging renewal conversations. Our task was to optimise responses to price increase objections and create a better overall experience for Saga motor insurance customers.

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Our insurance clients

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How can we help you?

Would you like to learn more about how to start applying behavioural science in insurance?

Give us a call or leave us your details to start a conversation.