Insurance apps in 2025: status quo, best practices, and what matters now

Insights from the adesso App Report Insurance – the five core journeys, feature heroes, and areas for action

Status quo and key findings

Insurance apps today cover a very similar set of core functions: contract overview, digital claims reporting, change services, and a central mailbox. The technical basis is predominantly native, often supplemented by web views or browser jumps; hybrid approaches are found in isolated cases. This mix of architectures has a noticeable impact on performance, security, accessibility, and the consistency of the user experience. In the ecosystem of many primary insurers, there are additional satellite apps for individual lines of business such as health or travel in addition to the main app. This can be useful, but it increases the risk of breaks and inconsistencies in the overall picture. Another finding: none of the service apps examined use a productive AI chatbot, which means that the potential for automation and personalization remains largely untapped. Methodologically, the assessment is based on a consolidation of common features, the selection of representative apps, user feedback on performance, usability, and satisfaction, and a structured UX review based on defined test criteria; particularly convincing implementations are highlighted as “feature heroes.”

The five core journeys

1. Digital mailbox

• Current status: Bundles messages, documents, and offers centrally and creates transparency in communication
• What works well today: Clear content, unambiguous operating patterns, visible status displays for each process
• Where there is typically room for improvement: Inconsistent filters/views, disruptive WebView jumps, lack of prioritization of important messages

2. Digital services/self-services

• Current status: Upload invoices/receipts, change master data, request certificates – for speed and relief
• What works well today: Structured categories and consistent, error-tolerant processes
• Where there is typically room for improvement: Significant variance in functional depth, sometimes unclear information architecture, distributed entry points

3. Claims

• Current status: Digital reporting with photo/document upload and status tracking speeds up processing
• What works well today: End-to-end flows with clear steps, feedback, and comprehensible status information
• Where there is typical room for improvement: Hardly any real-time feedback; AI-supported automation still a topic for the future

4. Consulting

• Current status: Needs assessments, pension planning, contact for personal advice, some video chat – linked to contract data
• What works well today: Fast access, trust-building design, consistent transitions
• Where there is typically room for improvement: Lack of personalization/AI; cross-channel consistency suffers from app fragmentation

5. Documents and contracts

• Current status: Central contract overview, clear details; document upload, storage, and archiving ensure traceability
• What works well today: Intuitive detail views, clear visual hierarchy, simple upload flows
• Where there is typically room for improvement: Limited search/filter; sometimes unclear assignment of documents to processes

Best practices and feature heroes

Several examples from the market show how good UX and consistent services have a positive effect on perception and usage. The Generali Health App impresses in the digital mailbox with its excellent overview, clear interactions, and status information visible at all times for each request; the result is a structured, trust-building communication experience. My AXA Mobile scores with its wide range of clearly structured self-services and a consistent, reliable design that makes it possible to carry out requests quickly and with few errors. In contract management, Meine SI Mobile (Signal Iduna) stands out with its intuitive, interactive guidance and clearly structured contract information, which reduces operating errors and improves orientation. In addition, the My AXA Mobile dashboard provides a modern, easy-to-understand start page with consistent brand communication and well-balanced content; document uploads are designed to be efficient and also support less tech-savvy users.

Recommendations and areas for action

For noticeable improvements, it is worth focusing on a consistently clear UX: a robust information architecture, clean visual hierarchy, consistent patterns, accessibility, and error tolerance, supplemented by measurable criteria based on established UX tools. The integration of journeys is key: mailbox, contracts, documents, claims, and advice should mesh seamlessly; WebView jumps should be reduced to a sensible minimum. Self-services benefit from in-depth coverage, clear labeling and help, and control via KPIs such as usage rate, completion rate, and turnaround time. The mailbox can be expanded to become the backbone of communication by optimizing filters, views, and history displays and introducing AI-supported sorting and prioritization in the medium term. In consulting, closely linked data and document contexts, fast contact channels, and optional video chat increase the quality of transitions; cross-selling should be a trustworthy and transparent extension of the journey. Finally, it is advisable to clean up the app ecosystem: check satellite apps for redundancies and ensure a consistent user experience. Technologically, “native-first with targeted WebViews” pays off – in terms of performance, security, accessibility, and scalability for upcoming topics such as AI, IoT, open insurance, and on-demand.

How adesso supports the report on implementation

adesso accompanies insurers from benchmarking to concrete improvement: with an app assessment based on the criteria used in the report, which identifies quick wins and a prioritized roadmap. Building on this, we develop UX and service designs for the core journeys – including information architecture, visual hierarchy, accessibility, and clear, error-tolerant flows. In the implementation, we incorporate mobile engineering in a native and hybrid approach with targeted WebViews and place particular emphasis on stability, performance, security, and scalability. For the next stages of expansion, we support the gradual introduction of AI assistance, IoT integrations, on-demand models, and open insurance APIs – pragmatically via MVPs and measurable iterations so that improvements can quickly deliver benefits and be expanded sustainably.

Conclusion

The market rewards clarity, speed, and trust. Many apps have done a solid job of meeting the basics; the challenge lies in seamless journeys, understandable language, and smart, unobtrusive help. Our recommendation: Start with a narrowly focused improvement project that resolves real friction—such as a simplified claims flow or a mailbox that automatically sorts important items to the top. Establish measurement points (time to completion, error rate, usage) and conduct a review after eight to twelve weeks. Three questions to start with: Where do users drop out – and why? What data helps to provide proactive support? How can we reduce a critical flow by one step? This approach quickly creates visible added value and develops the app into the preferred service channel.