What do I take away from AMRAE this year?
I did not even have time to see the sea. But I am coming back from Deauville with four very positive signals about how the market is evolving.
What do I take away from AMRAE this year?
I did not even have time to see the sea.
But I am coming back from Deauville with four very positive signals about how the market is evolving.
1️⃣ Affinity insurance as a powerful lever to reach major players and large corporates
The confirmation is clear, and even more striking at an event like AMRAE, which brings together many key players in the large corporate risk space.
In environments where insurance is often perceived as a cost centre, affinity allows you to enter with a different value proposition.
A complementary offer that addresses a real use case or a real risk, and that can generate additional revenue for distributors.
Excess waiver cover for car rental companies, rent guarantee insurance for real estate players, breakage and theft cover for major retailers…
This is not about adding “more insurance” and more costs, but about creating value.
2️⃣ Health and affinity cross-sell is becoming a credible option
It was not obvious a few years ago… and it is still not entirely obvious for everyone.
Yes, it is a real challenge.
The models are often siloed, distribution channels are not well connected, and business structures can be difficult to align.
But today, conversations clearly show a shift: more and more players are considering cross-functional approaches, combining health and affinity to maximise value per customer, increase product penetration, and better amortise acquisition costs.
A clear sign of market maturity, and of a more strategic approach to insurance offerings.
3️⃣ Speed to market now makes the difference
All discussions converge on the same conclusion: speed has become essential.
Competition between brokers is intensifying, and some players are able to launch products quickly, strongly support distributors, and win deals.
In this context, speed becomes a true competitive advantage.
Especially since everyone knows the reality: version one of a product is rarely the right one.
The market ultimately decides how it should evolve.
Launch fast, gather feedback, adjust quickly. That is now the only viable trajectory.
4️⃣ Brokers confirm their key role in affinity strategies
Finally, the quality of discussions with brokers confirms one thing: they are the right players to address these affinity challenges.
They combine strong insurance expertise, real structuring capabilities, and very often an excellent grasp of operational and management issues.
A central position, at the intersection of distributors’ needs and policyholders’ expectations.
💡 Do you agree with this analysis? What are your own takeaways from AMRAE this year?
