Swiss P&C Insurance in 2025: Between Trust, Inertia, and Transformation

A wake-up call for the insurance industry

The latest Deloitte consumer survey on Swiss property and casualty (P&C) insurance paints a reassuring picture initially: over 80% of Swiss consumers report being satisfied with their insurer. Yet a closer look reveals a different reality — one where satisfaction does not necessarily equate to loyalty, differentiation, or competitive resilience. The survey exposes a market that is mature, relatively static, and governed by habit. However there is still significant untapped potential for those bold enough to innovate with the customer at the centre.

1. Insurance decisions are rarely made by individuals on their own: communication must target multiple decision makers

Nearly 60% of Swiss consumers do not make insurance decisions on their own. Particularly among younger people, family and peer recommendations carry significant weight, whereas traditional media play a surprisingly minor role in the decision-making process. This indicates the need for a fundamental shift in how insurers approach communication and advice. Not only must they be personalised, but they must also consider household dynamics and collective decision-making.

2. The illusion of understanding: a silent barrier to better coverage

Over 70% of respondents believe they have a good grasp of their P&C insurance products. Yet this assurance can foster complacency and limit openness to more suitable, tailored solutions. Many individuals remain under the illusion that standard products meet their needs. Insurers that provide clarity, transparency and meaningful education have an opportunity to build trust — and long-term loyalty.

3. High level of customer satisfaction: differentiation remains the central challenge for all competitors

By far the most important factor for customer satisfaction is the claims handling process. While speed is the driver behind high levels of satisfaction, nearly half of the survey respondents who were dissatisfied with the claims handling process felt insufficiently supported. However, although a well-established claims handling process leads to a high level of customer satisfaction, differentiation in service provision remains elusive.

4. Personalisation is no longer optional: it is an expectation

Almost 60% of customers want personalised insurance products, with particularly strong demand among women and in Italian-speaking regions. Additionally, more than 70% are open to bundling policies together in exchange for volume discounts. The implication is clear: flexibility, modularity and intelligent product design must be priorities—without compromising simplicity.

5. Data for value: not just for marketing

Consumers are willing to share their personal data to obtain insurance products with dynamic pricing tailored to their individual behaviour. Notably, manually provided information is preferred over passively collected digital data. The data sharing and potential data usage require further education and pragmatism.

6. Premium discounts: the currency for data sharing

Consumers — in particular younger people and those with higher education levels — understand the monetary value of their data. In exchange for providing it, a minimum premium reduction of CHF 50 is seen as the threshold for acceptance.

7. Traditional selection criteria: highly valued essentials

Service, product, price, and reputation are most frequently seen as important factors when choosing an insurer, whereas advertising, additional offerings and media reports are mentioned least often. The basics must be adhered to before differentiation based on additional criteria is possible.

8. AI as an accelerator of efficiency: not a futuristic gimmick

Customer expectations for AI are pragmatic: faster claims processing, better accessibility, and more accurate risk assessments. Only a minority expect AI to deliver more tailored products. This underscores the need to apply advanced technologies where they matter most to customers — n making processes smoother, quicker, and more responsive.

9. Beyond insurance: still a niche, but not to be ignored

Less than 10% of consumers expect services beyond traditional insurance offerings. However, some potential exists. Younger consumers are more open to value-added services, such as preventive advice or digital support. The key lies in making these offerings relevant, targeted, and seamlessly integrated.

10. Sustainability: welcomed, but not decisive

Sustainability continues to be viewed positively, especially among older and more educated respondents. However, it rarely influences purchase decisions directly. For insurers, this means sustainability should be pursued as a core value — authentically and consistently — rather than as a standalone differentiator.
 

What this means for Swiss insurance leadership

The 2025 P&C landscape may appear stable, but it is quietly demanding a new kind of relevance. Tomorrow’s differentiators go beyond pricing and products. They will be rooted in trust, transparency, intelligent personalisation, and the visible utility of digital innovation.

The 2025 P&C landscape may appear stable, but it is quietly demanding a new kind of relevance. Tomorrow’s differentiators go beyond pricing and products. They will be rooted in trust, transparency, intelligent personalisation, and the visible utility of digital innovation.

For senior executives in Swiss insurance, this means:

• Elevating data strategies that serve the customer first — not internal metrics.
• Deploying AI where it improves customer experience — not just operational KPIs.
• Reinvesting in customer relationships — not only in new products.
• Engaging with multiple decision-makers — not just individuals.
• Embedding sustainability authentically — even when it’s not a key sales driver.

Conclusion

P&C insurance in Switzerland stands at an inflection point. The market may be mature, but it is far from immune to disruption. Those who listen carefully to shifting expectations and act with precision, courage, and empathy will emerge as the relevant players of tomorrow.

The time to act is now — for those who wish not just to satisfy customers, but to truly engage them.

Authors

• Dr. Marcel Thom, Partner, Insurance Lead, Switzerland
• Nicolas Himmelspach, Manager, Insurance, Switzerland
• Paul Vandrey, Manager, Insurance, Switzerland
  
• Camilla Ernst, Senior Manager, Financial Services, Insurance, Switzerland