Low-Risk, High Return for Insurers

Most of today’s mobile phones come with digital cameras, video, voice recording, notetaking and Web access—which is nearly everything you need to document an auto insurance claim, even before the tow truck arrives at the scene.

That’s not lost on insurers, many of whom have already developed free applications or mobile software to help business, home or auto insurance customers get fast access to the help they need. Here are three brand-building examples:

• State Farm launched its Pocket Agent app in mid-2009, cross-promoted with TV commercials and YouTube videos. The Pocket Agent targets the residential auto market, letting iPhone or Android users find a local agent, report a claim, get roadside help and more. Registered users can access nearly everything State Farm has to offer from the company’s mobile website.
   
• Farmers Insurance goes a step further. Their iClaim app lets users file auto, home or commercial claims, upload photos of damaged property, follow the status of a claim and even take an inventory of their home and valuables. What’s more, users can watch useful “how-to” videos on subjects like replacing a toilet tank or keeping pipes from freezing.
   
• American Family Insurance offers AmFam, a mobile app for iPhone, BlackBerry and other handhelds, where users view policies and related documents, pay their bills online, initiate or track claims or access the company’s mobile website.