Industry Spotlight: Claims Transformation in Commercial and SME Insurance

Redefining the Claims Experience for Business Policyholders

In the world of commercial and small-to-medium enterprise (SME) insurance, the claims process is more than a transaction—it’s a critical moment that can determine the future of a business. Unlike personal lines, commercial and SME claims are often complex, involve multiple parties, and have a direct impact on business continuity. Delays, lack of transparency, and inefficient processes can mean lost revenue, damaged reputations, and even business closure. As the insurance landscape evolves, digital claims transformation is emerging as the key to delivering the speed, clarity, and confidence that business clients and their brokers demand.

The Unique Challenges of Commercial and SME Claims

Business policyholders face a distinct set of pain points when navigating the claims process:

Complex Claims Journeys: Commercial claims often involve multiple stakeholders—brokers, adjusters, service providers, and legal teams. Coordinating these parties and managing documentation can be daunting.
Business Interruption: For SMEs, every day a claim remains unresolved can mean lost income, missed opportunities, and mounting operational costs.
Transparency and Trust: Business clients and brokers require real-time visibility into claim status, next steps, and expected timelines to manage their own obligations and client relationships.
Regulatory and Compliance Pressures: Commercial claims must adhere to strict regulatory standards, adding another layer of complexity and risk.

Traditional, manual processes—reliant on paper forms, phone calls, and fragmented communication—are no longer sufficient. The need for rapid, reliable, and transparent claims resolution has never been greater.

How Digital Transformation Is Reshaping Commercial Claims

Publicis Sapient is at the forefront of helping insurers reimagine the commercial and SME claims journey. By leveraging digital tools, AI, and data-driven workflows, insurers can:

1. Streamline First Notice of Loss (FNOL) and Intake

Modern FNOL platforms enable brokers and business clients to submit claims digitally, guiding them step-by-step and reducing errors. Mobile apps and web portals allow for instant photo and document uploads, while automated notifications keep all parties informed from the outset.

2. Enable Intelligent Triage and Assignment

AI and machine learning analyze submitted data to assess claim complexity, urgency, and potential fraud. Routine, low-complexity claims can be fast-tracked, while complex cases are routed to specialized adjusters. This reduces cycle times and ensures expert attention where it’s needed most.

3. Automate and Accelerate Claims Processing

Digital workflows and AI-powered adjudication automate routine tasks, normalize costs, and ensure fair, consistent payouts. Real-time data integration with third-party sources (such as repair shops or legal databases) further accelerates resolution and reduces manual intervention.

4. Enhance Transparency and Communication

Self-service dashboards and automated status updates provide brokers and business clients with real-time visibility into claim progress. Integrated chat and messaging tools enable quick resolution of questions, while unified data platforms give all stakeholders a 360° view of each claim.

5. Optimize Spend and Manage Risk

Digital spend management tools help direct clients to preferred service providers, control costs, and ensure compliance. AI-driven fraud detection flags suspicious activity early, protecting both insurers and honest policyholders.

Real-World Impact: Transformation in Action

A leading U.S. insurer partnered with Publicis Sapient to overhaul its operating model, placing customer and agent experience at the center. The result: a $5B+ uplift in revenue, continuous journey optimization, and a scalable roadmap for ongoing improvement—including within its Business Insurance division.
A multinational insurer in Asia leveraged a cloud-based platform to support rapid expansion and deliver fresh digital experiences. The transformation led to a 48% reduction in bounce rate, a 105% increase in session duration, and a 35% improvement in page load time—empowering the brand to meet evolving business client needs across diverse markets.

Actionable Recommendations for Insurers

To fully realize the benefits of digital claims transformation in the commercial and SME segments, insurers should:

Invest in Broker- and Client-Centric Digital Platforms: Build intuitive, mobile-friendly FNOL and claims management portals tailored to business workflows.
Integrate AI and Automation Thoughtfully: Use AI to triage and process claims efficiently, but ensure human expertise is available for complex or sensitive cases.
Prioritize Transparency and Communication: Offer real-time status tracking, automated notifications, and easy access to claims teams for both brokers and business clients.
Enable Seamless Data Sharing: Integrate claims platforms with core policy and risk management systems to eliminate silos and ensure a unified view of the client.
Provide Training and Support: Equip brokers and business clients with resources to adapt to new digital tools and maximize their effectiveness.
Continuously Gather Feedback: Regularly solicit input from brokers and clients to refine digital claims solutions and address emerging needs.

The Publicis Sapient Difference

With deep expertise in commercial and SME insurance, Publicis Sapient delivers end-to-end transformation—combining strategy, technology, and human-centric design. Our SPEED framework (Strategy, Product, Experience, Engineering, Data & AI) ensures every claims transformation is holistic, scalable, and outcome-driven. By embracing digital, insurers can:

Reduce claims cycle times and operational costs
Improve transparency and trust for business clients and brokers
Enhance satisfaction and loyalty
Strengthen compliance and fraud prevention
Unlock new growth opportunities in the commercial and SME segments

Ready to transform your commercial claims journey? Connect with Publicis Sapient to discover how digital innovation can elevate your business client and broker experience, drive efficiency, and secure your competitive edge.