MorganAsh is now providing engagement services to assist consumers to transact protection insurance services online.
The underwriting outsource service is offering Live Chat to supplement existing on-line applications and an integrated On-line and Tele-Interview application process - so consumers can choose how they want to transact, switching between on-line and over the phone.
It is including a call back functionality to supplement on-line applications when consumers get stuck.
Morgan Ash noted that, over the last 10 years traditional underwriting has been replaced with Tele-Interviewing and on-line applications have far greater volumes.
However on-line processes are being completed by IFA's inputting into the on-line system or in the D2C world they are being completed off-line by someone speaking with the consumer.
Andrew Gething, managing director of MorganAsh, said: "Most online D2C offerings are actually carried out offline by somebody else. The conversion rate is appalling, something around 2.5%. These systems are sold as self service but they are not, as the system is too complex.
"To improve things, to make things easier, talk to people."
Morgan Ash has also begun to explore the concept of personal underwriting as part of the sales process.
It noted every consumer currently undergoes the same process and processes are fixed to the Product.
It added that, by integrating the initial underwriting process the application process can inform the consumer of the process and give them options on how they would want to proceed, depending on their preferences for the lowest price, the quickest transaction.
Gething explained: "Underwriting is very personalised, so why not bring it forward as a personalised assessment for product choice?
"We need to bring the underwriting and sales processes together."
He added that, by giving guidance on pricing early on in the process consumer expectations can be managed without the present leap from "standard" to "rated".
Equally underwriting costs can be targeted in line with the likelihood of completion, rather than for every case regardless of their intention to purchase.
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