Zurich will be investing significantly in technology next year as part of a strategy to serve the mass market more.
Nick Homer, protection manager at Zurich, said the insurer recognised the need to reach out beyond the perception that it only serves high net worth and corporate.
He said: "We will be looking into systems and IT next year to get to the mass market more. This is definitely something to expect from us next year."
Derby-based advice firm Oviso said it used Zurich mainly for life only and rarely for any other cover.
Sarah Fullaway, director at Oviso, said the insurer needed to "catch up" not just on technology and processes but on products.
"It has to up its game on product features. For example, it needs to look at its ABI+ definitions and its income protection proposition needs to be more competitive," Fullaway said.
"If it is going to go more mass market then people are going to want family income benefit and it will have to put menu products together."
According to Fullaway, the existing Zurich systems are easy enough to use but the lack of multiple quote capability "made life very difficult" and put it behind most other insurers.
