Insurance Customer Journey Models¶
Research note, translated from the Korean design wiki.
This note summarizes how the insurance industry divides the customer journey. Researched 2026-09-15.
Both sources are vendor marketing articles. We did not review industry-standard documents (ACORD, etc.).
Full lifecycle — EIS Group¶
EIS Group, an insurance core-system vendor, divides the journey into six stages.
Here, Onboarding is the stage after purchase where the customer is walked through the policy and terms. It is narrower than what the assignment calls onboarding. From a lifecycle view, they divide it again into Onboarding → Billing & Payments → Policy Updates → Support → Claims → Renewal → Advocacy.
Source: What is the customer journey in insurance? — EIS Group
Onboarding segment — ibapplications¶
ibapplications, an insurance SaaS vendor, sees onboarding as "a corridor that you enter from product selection and exit at first policy activation". It explicitly excludes claims, mid-term changes, and renewal from onboarding.
7 stages¶
| # | Stage | Owner | KPI |
|---|---|---|---|
| 1 | Needs assessment / product selection | Sales, product | Needs-assessment completion rate |
| 2 | Data capture / pre-validation | Operations, IT | Data error rate at submission |
| 3 | Identity verification / KYC pathing | Compliance | KYC pass rate, verification time, EDD escalation rate |
| 4 | Risk scoring / pricing | Underwriting | Time to quote, manual-review escalation rate |
| 5 | Digital acceptance / payment | Product, payments | Payment completion rate |
| 6 | Policy issuance | IT, policy administration | STP rate, time to issue |
| 7 | Welcome / activation | CX | Activation rate within 48 hours |
The same article's 4-stage summary: eligibility check and needs assessment → identity verification and risk assessment → acceptance and policy issuance → activation.
Points useful for the assignment design¶
- Split the KYC path by risk. Send low-risk customers down a light path, and apply enhanced verification (EDD) only when the risk score requires it. The article names this the biggest lever for reducing drop-off.
- Design the failure paths first. It recommends running expired documents, liveness failures, and AML hits end to end in a sandbox. As an example, it gives a rule that sends a case straight to a designated agent queue after two liveness failures or an AML hit.
- Save and resume. Give a save-and-resume link so the application is not lost when the session drops.
- Audit trail. If you cannot record the needs-assessment completion time, the version of the product disclosure document delivered, and the AML screening result, you cannot prove compliance in a regulatory review.
- Order. In this model, needs assessment comes before identity verification. This is the reverse of the stage numbering in the assignment text (see "When does identity verification happen" in the assignment brief).
Source: Customer onboarding process in insurance: a Central Europe playbook — IBA (2026-07-31)