Strategy for Embracing Digital Technology at XYZ Life Insurance Company

In the last two decades, insurance markets in industrialised countries have undergone significant transformation due to deregulation, increased competition and globalisation. This evolution has also impacted emerging markets such as Indonesia, where the insurance sector, particularly digital insurance, presents both challenges and opportunities. This study aims to explore the factors that influence customer adoption of digital insurance platforms in Indonesia, focusing on perceived ease of use, usability, customer experience, trust in technology, and innovativeness. The research employed both qualitative and quantitative methodologies, including thematic analysis of interviews and multiple linear regression analysis of survey data. The results showed that while perceived usefulness and innovativeness had a positive effect on adoption intention, perceived ease of use had a negative impact, indicating the need for a balance between simplicity and security. Trust in technology, while not directly impactful, is still important for building user confidence. This study highlights the importance of user education, strong data protection, and innovative features in driving digital insurance adoption. However, limitations such as the focus on certain factors and the cross-sectional nature of this study indicate the need for further research to cover a wider range of variables and longitudinal data.