We’ve all heard the corporate mantra, “The customer is at the center of everything we do.”

While admittedly cliche, it’s not a mantra to be taken lightly by companies in the insurance industry. When organizations use this tagline, what they often fail to acknowledge is that the customer’s needs are not fixed. Whether it be innovation, growth, changes in buying behaviors, new challenges—a pandemic, for example—or even just a tweak to day-to-day operations, customers are constantly evolving. Insurance companies must evolve with them to provide the products and services they need at all stages of growth.