Elevating the insurance experience through empathy, insight and AI

Great customer experience isn't just efficient, it’s genuine and authentic. As customer expectations rise, insurance companies are discovering that emotional intelligence and empathy can’t be automated. That’s why at VIU by HUB, we’re leaning into what makes us human. AI has the potential to enhance how we serve customers, but human connection leads our approach.

Meeting rising expectations at scale

HUB International’s 2025 Mid-Year Personal Insurance Marketplace Outlook and Rate Report echoes what we see every day: customer experience as the new differentiator. As expectations continue to rise, insurers are under pressure to deliver more than just speed or convenience. Building meaningful relationships at scale requires both empathy and smart use of technology.

Here’s what’s shaping the future of insurance relationships:

• Digital transformation and AI are reshaping underwriting, claims and customer experience
• Insurers are moving from reactive payouts to proactive risk mitigation strategies
• Embedded insurance and ecosystem partnerships are essential for loyalty and growth

By merging digital personalization with human expertise, we’re building a more connected experience. One that meets each customer where they are and helps them feel confident in their choices.

Why AI needs a human touch

AI is changing the insurance world in some exciting ways, but some of the basics are here to stay, including human expertise. At VIU by HUB, we see AI as a tool to surface insights, predict needs and time outreach, so advisors can show up with the right message at the right moment. The result? A more relevant, responsive customer experience.

We believe that the most future-ready insurers won’t be the ones that automate everything. They’ll be the ones that know when to automate and when to engage with human support.

As AI evolves, balancing automation with empathy will be key to delivering timely, relevant support. Here’s how this could look in the near future of insurance servicing:

• Timely insights that help advisors stay ahead of customer needs
• Tech-enabled personalization that adapts coverage to life changes
• Empathetic conversations supported by real-time data
• Certain customer interactions driven by human-like technologies to provide more consistent and automated experiences where it makes sense

The race to deliver personalized solutions through intuitive technology is accelerating—and at VIU by HUB, we’re approaching this challenge with intention, insight and the belief that empathetic customer interactions matter most.

Looking ahead: Ethical AI and the age of agentic systems

The next frontier is agentic AI systems that can independently make decisions, take actions and learn without human prompts. For insurance companies, this opens the door to a more dynamic, responsive customer journey.

Picture this:

A customer moves to a new address and instantly receives a prompt to review and update their coverage—before any gaps emerge. On a rainy night, real-time telematics detects a breakdown and offers immediate roadside assistance options. Behind the scenes, advanced systems flag potential policy gaps and notify the customer with tailored recommendations—so they can make informed decisions before issues arise.

But with speed and autonomy comes responsibility. At VIU by HUB, we’re exploring intentional boundaries to ensure AI supports our values, not just our operations.

Here’s how we’re preparing:

• Customers stay in control – AI can suggest, but people decide.
• Ethics matter – Protecting customer privacy is essential when adopting new tools.
• AI with purpose – We are exploring how AI can surface insights, support smarter insurance decisions and improve customer experiences.

We’re not waiting for this shift, we’re exploring how we can shape the future and add value through thoughtful use of new technology with human experts at the center.

The VIU by HUB difference

Our model is built for today’s digitally driven customer while staying grounded in the trust that comes from human expertise. By blending intuitive technology with personalized, advisor-led support, we offer an insurance experience that’s both seamless and reassuring. It’s a modern approach designed to scale with customer needs at the forefront.

Because insurance isn’t just a policy. It’s protection for real people, and the best experiences happen at the intersection of modern tools and meaningful human connection.