Swiss insurers leading the way digitally, but with gaps in hybrid sales

With an overall score of 61%, Switzerland improved its maturity level from the previous year by 6 percentage points and maintained its leading position in the DACH comparison. Insurers have made further gains, particularly in the early phase of the customer journey - in terms of visibility, landing pages and digital information offerings. The market has a digital presence, is easy to find and is increasingly anchored in digital ecosystems. In comparison with Germany, Switzerland still has considerable potential for consistent end-to-end integration of all channels.

Clear differences in benefits between Swiss insurers

The Hybrid Sales Index 2025 reveals clear differences within the Swiss insurance market. The results are based on a comparative analysis of defined criteria along the hybrid sales journey and sales potential. AXA Switzerland and Zurich are at the top of the list, each achieving the highest level of maturity in hybrid sales with around 72% and are therefore clearly positioned in the advanced omnichannel approach. Mobiliar follows with 66% and also confirms a high, but not yet fully integrated level.

Allianz and Generali are in the midfield, followed by Helvetia and Baloise. These providers have solid digital entry points and functioning individual channels, but continue to show weaknesses in the cross-channel continuation of offers, lead recognition and seamless transfer to personal advice.

Vaudoise is at the lower end of the Swiss insurers surveyed with a maturity level of 40%, which means that it remains in the area of an established but only partially networked multi-channel approach. Overall, it can be seen that none of the insurers surveyed will reach the highest maturity level of customer-centric omnichannel management above 75% by 2025.

The bottleneck lies in linking the channels

Despite this progress, one key weakness remains: The end-to-end hybrid sales journey. As soon as interested parties switch from online offers to a personal consultation or want to process an offer further, there are often media disruptions. Data is not transferred, processes start again, deals are delayed or not closed.

«Switzerland is digitally visible and well positioned, but true hybrid sales only emerge when online and personal advice are seamlessly integrated,» says Dominik Simmen, Associate Partner at Wavestone Switzerland. «Insurers are not characterized by the highest possible number of digital touchpoints, but by the ability to consistently orchestrate customer data, advice and processes along the customer journey and this as an organizational management task, not as a pure IT initiative.»

More visibility - but hardly any progress in lead utilization

Compared to the previous year, Swiss insurers have further professionalized their digital presence. Comparison portals, thematic landing pages and partnerships with digital platforms are playing a growing role in early customer contact. At the same time, the index shows that data-based lead recognition and further processing remain underdeveloped. Only a few providers recognize customers across channels or make it possible to continue a journey that has already begun without friction losses.

Digital consulting and AI remain the exception

Even in 2025, Swiss insurers will only partially exploit the potential of digital advice. Interactive decision support, AI-supported advice and intelligent chatbots have only been used sporadically to date. Yet it is precisely these solutions that could help to relieve the burden on sales and service while improving the customer experience.

Conclusion: The next level of maturity is organizational, not technological

The Hybrid Sales Index 2025 clearly shows that the technical foundations are in place. The decisive factor now is how consistently insurers design hybrid journeys from the customer's perspective. Those who use data intelligently, design transitions cleanly and rethink advice will differentiate themselves in an increasingly comparable market.

Wavestone's Hybrid Sales Index analyzes the sales strategies of leading insurers in the DACH region every year. The study assesses the level of digital maturity and shows how well companies design hybrid sales journeys. You can download the entire index download here for free.

More information: www.wavestone.com