Digital Transformation in Health Insurance: 6 Design Trends (2023)

If you’ve been building digital products for health insurance companies or are looking to get into the space, then this post will explain why we’re needing to head in a new direction with them.

Similar to the disruption we’ve seen going on in the financial services industry because of fintech, something similar seems to be happening with health insurance right now.

Truthfully, it was only a matter of time before the health insurance industry got shaken up. It seems like more and more of our longstanding institutions now face healthy competition from tech-friendly, customer-first alternatives.

It’s not just the companies’ offerings that are evolving in light of the disruption. The designs of their digital products are evolving as well.

I won’t be able to speak to the customer-facing products themselves, since getting access to account portals is difficult unless you’re a customer. (And there’s only so much insurance I can buy myself!) What I can do today, however, is pick apart the designs of leading companies in the field and share the six website design trends I’m seeing.

If you’re currently designing for the health insurance space (or healthcare in general) or want to, this is what you need to know about its changing digital face:

Design Trends for Health Insurance Websites

As the health insurance industry is shaken up by the sharing economy, these companies are being forced to evolve in order to stay in step with the competition. In terms of what that means for insurance websites, here is what we’re seeing:

More Adventurous Colors

Take a look at old school insurance companies that have been around forever and you’ll see lots of blue. Sometimes there’s green. But most of these companies built their visual brand identities around the trust-building blue.

While innovation is necessary, destroying brand recognition is a bad idea. So what some of these companies have been doing is injecting their web designs with bright, adventurous colors to give their digital products more modern appearances.

Take Florida Blue, for instance. This is what the hero section on the homepage looks like in 2023:

Digital Transformation in Health Insurance: 6 Design Trends (1)

The brand blue is a lighter, calmer shade of blue. However, the website is full of this richer blue color, yellow highlights, as well as beach-inspired background colors. (Being a Florida-based company, that makes sense.)

It appears as though this design were adopted sometime around 2019 or 2020. Before that in 2018, however, the design played it much safer:

Digital Transformation in Health Insurance: 6 Design Trends (2)

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There’s a ton of blue all over this homepage and website. The man in the photo above is even wearing a dark blue shirt. Most of the shades either match the light blue of the brand or are a deeper blue color.

As insurance companies seek to win over younger customers, their products need to be designed to build trust with them. While color theory does have a role to play in design, what matters most these days is having a modern, attractive and usable design. And not being afraid to use color to liven up the experience and help keep them focused is part of that.

Diverse Imagery

Imagery on the web has changed a lot over the last decade. A lot of this has to do with the array of stock photography sources now available.

Where once we relied on the likes of Shutterstock to source imagery when clients didn’t have any, there are so many options now available. Because of this growing field of stock photography—taken by pros and amateurs alike—we’ve seen a more diverse and authentic range of imagery become available.

Take a look at the homepage for United Healthcare in 2023:

Digital Transformation in Health Insurance: 6 Design Trends (3)

Here we see three women who appear to be related, smiling and hugging one another. It looks realistic, the kind of thing you might see of a family posing on social media.

This was that same website’s homepage in 2018:

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You can see that United Healthcare was making technological strides back then as the focus of this section is around telehealth. Despite that, there’s nothing special about these photos. From the cheesy smiling doctor to the overhead shot of a woman typing on her laptop, this is the typical generic stuff we used to find all over websites when stock photography was limited (or just too expensive to use).

These days, we’re not limited by choice. We’re also much more cognizant of the need for inclusive design. As a result, health insurance companies will start using (if they’re not already) images that reflect the wide range of people who use their products.

Geometric Shapes

In both of the 2023 examples above, you’ll see some examples of the types of geometric shapes that are common. Florida Blue uses yellow curved lines while United has a blue ribbon shape.

They’re not the only ones mixing geometric shapes with photography. Aetna, for instance, has placed its branded heart shape into this hero image:

Digital Transformation in Health Insurance: 6 Design Trends (5)

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It’s a subtle addition, but still one that is sure to get noticed as people consider the call to action.

You’ll find a bolder, more obvious example of geometric design on the website for Equipsme:

Digital Transformation in Health Insurance: 6 Design Trends (6)

These colorful polygon shapes serve a number of purposes in the grand scheme of the design. For starters, they provide an interesting visual frame for the text in the hero section.

Secondly, the shapes suggest that Equipsme is not like other companies. If it were, the design would probably be made up of ample white space and rectangular content blocks that are equally spaced out. The haphazard scattering of shapes, their bold colors and the unbalanced sides give the site and brand an original feel.

Customer-Centric Content

There will always be a huge demand for health insurance. However, the big health insurance companies can no longer take anything for granted. With cheaper, super flexible and more digitally savvy competitors entering the market, they’re going to really need to work for their customers’ business.

One way we’re seeing this happen is through customer-centric content—high-quality content that goes beyond explaining why you should buy insurance from Company A instead of Company B. Andy Schoonover, the CEO and founder of CrowdHealth, explains why this has become a necessity:

“Health insurance is cold, oftentimes unreliable, and perversely incentivized. We’re changing the game at CrowdHealth. Treating people like real people, like extensions to our family, supporting them in their health journey, and helping get their bills paid at a low cost.”

High-quality, customer-centric content give health insurance companies and alternative counterparts the ability to:

  • Help customers get started.
  • Answer the most common questions and concerns that customers have.
  • Offer more transparency around what their plans entail.
  • Explain rewards and other special features that come with insurance plans.
  • Provide health-related tips.

Humana’s website, for instance, has two top-level menus in its navigation. One with a list of insurance plans and one dedicated to Member Resources:

Digital Transformation in Health Insurance: 6 Design Trends (7)

Shopping for health insurance can be stressful if you feel like you’re not getting all the facts. Many times, you’re redirected to a PDF benefits sheet and all it really does is breakdown what percentage you owe for different services.

This is why more health insurance websites offer up extensive detail like this. It’s not enough to tell customers what their deductible or premium is.

There are other ways to use website content to offer greater transparency for customers (and soon-to-be customers). Oscar, for example, has a huge FAQs page:

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Digital Transformation in Health Insurance: 6 Design Trends (8)

Another website that offers up a ton of content to improve customers’ experience is VSP:

Digital Transformation in Health Insurance: 6 Design Trends (9)

Here you can see that the homepage has an area where customers learn about special member extras. There’s also a section where they can take a test and learn what their diabetes risk is.

The way this homepage and the site as a whole are designed leads one to believe that this company puts people first. Even if someone visits the site and they’re not sure if they want to buy vision insurance from the company, they’ll still find really helpful resources related to their eye health. And that’s the kind of thing that will stick with someone if they ever need to go shopping for a new vision insurance provider again.

Bottom line: The content you put on these websites needs to make insurance companies feel human, honest and supportive.

Customer Reviews

Now, this is an area where traditional health insurance websites have fallen short. I get why that is.

These companies have had a long time to accumulate customer reviews. As I mentioned before, many insurance companies took for granted the fact that customers needed their health plans and, in many cases, had no choice but to use them (based on where they lived, who they worked for, etc.). So it’s not like customer service was a top priority for them.

These newer companies, however, understand that customer care matters. That’s why many of these health insurance alternatives were started. So these websites spare no expense when it comes to showing off customer reviews.

CrowdHealth, for instance, includes a testimonial slider along with a link to its rating on Trustpilot:

Digital Transformation in Health Insurance: 6 Design Trends (10)

It might not be a perfect 5-star score, but 4.7 is nothing to scoff at. Go ahead and Google the name of an established health insurance company and “customer reviews.” Trust me, it’s not pretty.

Mira is another company that touts its customer testimonials on the homepage:

Digital Transformation in Health Insurance: 6 Design Trends (11)

(Video) Health Care Digital Transformation Trends: Telehealth

There are two rows of customer testimonials in this section. There are a number of reasons why this design is noteworthy:

  • It’s colorful and impossible to miss as you scroll through the page.
  • There’s a “Verified” mark to confirm that the reviews were left by real customers.
  • There are embedded YouTube testimonials from real customers, so it’s not just a wall of text.
  • There are review dates so that people can see they’re timely and relevant.
  • Not all of them are perfect 5-star reviews.

While regular insurance companies might not have a history of great customer service or positive reviews, they’re likely to be turning this around now. So while you might not be able to show off a great score on a site like Trustpilot, you can add recent rave reviews from customers on their website.

This is one of the ways in which alternative insurance companies are gaining a competitive edge. So traditional insurers are going to have to do the same if they want to keep up.

Price Transparency

While website content and FAQs can shed more light on pricing, you’re still more likely to see buttons on traditional insurers’ sites that invite customers to “Get Quote” than any concrete details regarding prices. This is another way in which newer insurance companies and alternatives are setting themselves apart and building trust with prospective customers.

Sidecar, for example, has a page called Care Calculator:

Digital Transformation in Health Insurance: 6 Design Trends (12)

This page has a search bar that enables people to look up common procedures and to see what the average cost of them are. This is something we as patients aren’t usually aware of. We just pay what the health insurance company tells us to pay.

With these alternative insurance models, customers don’t have to settle for that. So as this page goes on to explain, there’s a way to pay less for these procedures. Considering the fact that people might be experiencing sticker shock after seeing how much these things cost out-of-pocket, that’s a smart move.

Another option is to publish the monthly premiums somewhere on the site. While that’s not possible for every insurance company if pricing is variable, some can. That’s what Mira has done here:

Digital Transformation in Health Insurance: 6 Design Trends (13)

The table breaks down everything that’s included in the coverage. Customers can then choose from three predictable pricing options. Regardless of what they choose, they see that it’ll save them over $2,000 every year.

If one of the company’s main differentiators is the cost of insurance, then make sure the website is as transparent about it as possible. If it’s not, it’s still a good idea to find ways to add information about pricing—average premiums, tips on lowering costs, cost calculators, etc.

Wrapping up

While these trends are specific to websites, they’re just as applicable to an insurance company’s mobile app or patient portal. After all, the website is just the first step. To create a seamless transition from the website to the app, everything needs to look and feel the same way.

That said, when it comes to the customer portals, you’re going to need to start thinking about other ways in which they need to evolve.

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If you haven’t spent time inside of the customer account area for an alternative insurance provider, find a way to. You’ll likely discover that they’re blazing a trail that’s full of customer-centric technologies that traditional insurance companies haven’t yet thought to use. Like AI chatbots, built-in telehealth interfaces, etc.

This applies to all industries. As disruptive companies and technologies show customers that there are new and better ways of doing things, that’s where you need to focus your attention as a designer. Because that’s where your target users will be looking, too.


How digital technology is transforming the insurance industry? ›

Digital transformation in the insurance industry has led to efficiencies in its operations through Artificial Intelligence (AI), machine learning and predictive analysis. Claims can now be processed through the ease of a mobile app instantly and have helped insurers to reduce the time in “policy writing”.

What is digital transformation in healthcare? ›

COVID-19 sped up healthcare's digital transformation. The 20-minute telehealth visit can mean less unpaid time off from work and the difference between seeking care and putting food on the table. Care-at-home programs can reduce the risks associated with hospitalization, such as hospital-acquired infections.

How insurance companies are coping with digital transformation? ›

In recent years, insurance companies have been using digital technology to drive further transformations in the way they do business. For example, insurance companies are now using data analytics to better understand customer needs and preferences, and to identify new opportunities for growth.

Why is digital transformation important in insurance? ›

Improved Risk Management Strategy

Digital transformation can help develop a data-driven risk management strategy on all fronts. Various technological solutions can help insurers deal with highly specific risks. Frauds have been troubling the industry for quite some time now.

What are some Insurtech innovative solutions? ›

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  • SituatiVe: event based insurance for millennials.
  • Jamii: micro-health-insurance for underserved low income families.
  • Ladder: instant life coverage online or via mobile in minutes.
  • PolicyPal: AI chatbot personal insurance manager.
  • Sherpa: a trusted personal guide.

What is the technology strategy of AIG? ›

AIG uses advanced technologies to capture and analyze data and derive critical insights. It is focusing on artificial intelligence based digital transformation by building AI first apps and software that uses machine learning to aid users.

What are the 6 pillars of digital transformation? ›

The six pillars of digital transformation are experiences, people, change, innovation, leadership, and culture. Let's take a look at each pillar and to understand the backbone of the digital transformation.

What are the 5 keys to digital transformation? ›

5 steps to kick-start your digital transformation
  • Uncover your needs.
  • Develop the strategy.
  • Execute the strategy.
  • Evaluate and optimize.
  • Seize the opportunities.

What is disrupting the insurance industry? ›

The Internet of Things (IoT) is changing insurance industry dynamics. The IoT comprises millions of objects with embedded electronics that can transfer data over a network without human interaction. As it grows even more massive, one projection has more than 100 billion connected devices in use by 2050.

What are the advantages of technology in the insurance industry? ›

Real time information and more accuracy

Thanks to open data, underwriting processes became faster, easier and more accurate. Nowadays, it is easy to detect risks or possible frauds with this technology. In other words, it means a benefit for insurance companies since they are more protected.

How do you define digital transformation? ›

Digital transformation is the process of using digital technologies to create new — or modify existing — business processes, culture, and customer experiences to meet changing business and market requirements.

What are the 3 key enterprise benefits of digital transformation? ›

What are the Key Benefits of Digital Transformation?
  • Increases Customer Satisfaction. Customer expectations have never been higher. ...
  • Drives Data-Based Insights. ...
  • Enables Software Monetization.

What are the 3 benefits of digital transformation? ›

Typical digital transformation benefits include improved customer experience, increased productivity, improved business models, improved agility and innovation, better collaboration, faster time to market, improved analytics, and increased transparency.

How does digital transformation benefit health? ›

Digital transformation can help healthcare providers reduce costs by eliminating inefficiencies, improving patient outcomes, and reducing hospital readmissions. Digital tools such as telemedicine can reduce the need for in-person consultations, lowering healthcare costs for patients and providers.

What are 3 technology trends disrupting the insurtech industry? ›

Machine learning, artificial intelligence and robotic process automation. Machine learning, artificial intelligence technology and robotic process automation are the most disruptive technologies in the insurance industry today. AI and machine learning allow computer systems to continuously learn and evolve.

What is the most successful insurtech company? ›

Top 10 Insurtech Companies You Should Know
  • Next Insurance.
  • Zipari.
  • MetroMile.
  • Corvus Insurance.
  • Policygenius.
  • Clearcover.
  • Lemonade.
  • GoHealth.

What is the difference between insurance and insurtech? ›

Insurtech is a combination of insurance and technology. It refers to technological innovations designed to bring efficiency to conventional insurance models. It aims to disrupt the insurance industry by venturing into super-customized policies and data-enabled devices to price premiums according to monitored behavior.

What is MGMT 731 technology strategy? ›

The course is designed to meet the needs of future managers, entrepreneurs, consultants and investors who must analyze and develop business strategies in technology-based industries. The emphasis is on learning conceptual models and frameworks to help navigate the complexity and dynamism in such industries.

Why did AIG almost fail? ›

Bad bets on mortgages by the Financial Products unit knocked parent company AIG off its feet, leading to a cascading series of bank failures that nearly caused a global economic collapse.

Who is AIG biggest competitors? ›

AIG's competitors and similar companies include MetLife, Loews, Swiss Re, Aviva, Berkshire Hathaway, Marsh McLennan, Liberty Mutual Insurance and Allianz. American International Group (AIG) is an insurance company.

What are the 7 key future principles of digital transformation? ›

Namely, Change, communication, engagement, adoption and ownership of the end solution across the solution provider, programme team, support partners, stakeholders, end users and our supply chain partners (Tier 1 to Tier 4).

What are the 3 R's of digital transformation? ›

Having the right people, the right process and the right systems in place spells success.

What is the biggest threat to the insurance industry? ›

Three major threats to the industry have emerged which have the potential to shake up the industry and impact the future of insurance companies.
  • Threat 1: Global unpredictability. ...
  • Threat 2: Lack of oversight. ...
  • Threat 3: Growing customer expectations.

What are the biggest issues facing the insurance industry? ›

Climate change, ESG responsibilities and cyber risks are just some of the key concerns facing the insurance market in 2023, the latest Annual Insurance Review from international law firm RPC has revealed.

What are loss trends in insurance? ›

Loss trending is the adjusting of historical losses to account for inflationary trends so that their value is in current dollar amounts.

What are 3 benefits of technology in healthcare? ›

The benefits of health information technology (IT) include its ability to store and retrieve data; the ability to rapidly communicate patient information in a legible format; improved medication safety through increased legibility, which potentially decreases the risk of medication errors; and the ease of retrieval of ...

How is technology improving insurance? ›

Insurers can use data from IoT devices such as the various components of smart homes, automobile sensors, and wearable technologies to better determine rates, mitigate risk, and even prevent losses in the first place.

What are at least three common technologies used within the insurance pathway? ›

Top 3 Technologies to Drive Insurance Industry in 2023
  • Cloudification. An increasing number of insurance providers are harnessing cloud capabilities for both their core and noncore workloads. ...
  • Intelligent automation. ...
  • Data & analytics.
Feb 18, 2023

What is an example of a digital transformation strategy? ›

Examples of digital transformation are:
  • Transitioning into a remote-first workspace.
  • Using design thinking to analyze and optimize the customer journey.
  • Implementing automated customer service.
  • Using AI-driven insights to improve sales efficiency.
  • Automating employee performance management.
Apr 29, 2022

What is an example of a digital transformation? ›

Digital Transformation examples include IT Modernization such as switching to a cloud environment, being remote-ready, reskilling employees, implementing automation to accelerate customer support and service, and using AI-driven insights to enhance sales efficiency.

Which of the 4 elements of digital transformation is most important? ›

1. Data. Data is the bedrock of any digital transformation strategy. This foundational element refers to processes and technologies related to data management, integration and identity resolution.

What are the two pillars of digital transformation? ›

For that reason, business leaders must understand the nuances of business transformation and digital transformation, and become familiar with the 3 pillars of digital transformation: people, processes, and technology.

How is the insurance industry transforming? ›

Digitalization, new forms of risk and new customer demands are radically changing the insurance industry with the promise of lower prices and better products for consumers and more profitable business for insurers. Companies must adapt to this new reality and create sustainable business models.

How technology is disrupting the insurance industry? ›

Machine learning, artificial intelligence technology and robotic process automation are the most disruptive technologies in the insurance industry today. AI and machine learning allow computer systems to continuously learn and evolve.

What is the role of technology in future of insurance? ›

Advanced analytics technology will virtually form the backbone of insurance companies enabling them to better understand customer behavior, price and underwriting risks accurately, control fraud, predict losses and expeditiously settle claims.

What are the insurance themes for 2023? ›

What are the major industry themes are expected to impact the insurance industry in 2023? The major industry themes that will impact the insurance industry in 2023 are cyber insurance, direct-to-consumer, health & wellness, insurtech, personalization, and robo-advisory among others.

How blockchain is transforming insurance industry? ›

What are the Benefits of Blockchain in Insurance? Blockchain technology will bring about significant efficiency gains, cost savings, transparency, faster payouts, and fraud mitigation while allowing for data to be shared in real-time between various parties in a trusted and traceable manner.

How the latest technology is transforming the world of insurance? ›

The technology can help insurance claim platforms to resolve customer grievances swiftly and effectively. Artificial Intelligence: The innovative technology of Artificial Intelligence (AI) is radically transforming the landscape of the insurance industry in India.

How health informatics transforms the insurance industry? ›

Today, insurance companies rely on health informatics experts who are adept at analyzing medical data to spot emerging trends, to improve health literacy, reduce hospital readmissions and visits to the emergency room, and help individuals prevent and manage chronic and costly medical conditions.

What kind of technology do insurance companies use? ›

Internet of Things (IoT)

Insurers can use data from IoT devices such as the various components of smart homes, automobile sensors, and wearable technologies to better determine rates, mitigate risk, and even prevent losses in the first place.

What is a trend in insurance? ›

A trend factor is used in the loss forecasting process that accounts for increases over time in the dollar amount of losses sustained by an organization.


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(NHS England )
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(Business & Decision North America)
3. How to Design Your Life (My Process For Achieving Goals)
4. Digital Transformation Tech Talk Webinar – 6 December 2022
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