Benefits of a digital-first insurance experience

At this year's ASFA Spotlight on Insurance conference in Sydney on 4 March, Jenny Oliver, TAL’s Chief Executive of Group Life & Retirement, spoke with Belinda Nicholson, Aware Super’s Head of Protect (Insurance and Claims), about Aware Super’s journey to a digital-first insurance experience for members. 

Transforming the claims process  

As part of its digital transformation, Aware Super has recently deepened its integration with the TAL Connect platform to support the management of claims and cover. This has resulted in substantial improvements in efficiency and the member experience. Over recent months, claims lodged online have increased to 43% and continue to grow. 

"Our digital-first approach has allowed us to streamline processes, making it easier for our members to manage their cover and claims online,” Belinda said. “We’re not just digitising for the sake of it; we’re creating a seamless experience that gives members choice and control over their claims journey.” 

By implementing a digital lodgement system, Aware Super has also accelerated the claims process. This has reduced the median claim notification time to six days and claim receipt time to eight days. The percentage of claim lodgements received by TAL within 24 hours has increased to over 40%.  

“The integration of digital solutions has significantly reduced the time it takes to process claims, removing weeks and even months from the end-to-end timeline,” Jenny said. “What once required manual intervention can now be handled seamlessly.” 

New features driving positive member feedback 

Digitisation has also improved the overall member experience by providing greater transparency and accessibility. This is driven by TAL Connect features such as:  

• digital lodgement  
• application status tracking and notifications 
• ability to submit, upload and download information and documents 
• visibility of past and future payments 
• access to health support services
• third-party (adviser/lawyer) lodgement.  

Having access to these capabilities has also resulted in positive feedback from members.  

Belinda commented: “Members no longer feel lost in the process. They have visibility and confidence, knowing their claims are progressing without unnecessary delays.” 

While Aware Super’s journey is digital-first, it’s not digital-only. Members who prefer non-digital interactions still have the flexibility to engage over the phone or paper-based processes or change their preferred interaction method along the way.  

“One of the biggest hurdles was making sure our digital solutions were user-friendly and accessible to all members, regardless of their tech-savviness,” Belinda said. 

Driving efficiency and reducing risk beyond claims 

By integrating multiple systems into a single, cohesive ecosystem, Aware Super has significantly reduced operational risk while enhancing efficiency. This goes beyond claims and, as a result of the information exchange enabled by the APIs, Aware Super has seen significant efficiency gains in communicating underwriting decisions to members which has transformed from a purely manual process to 80% STP. 

This seamless data flow between systems has also eliminated much of the need for manual data entry, minimising errors and ensuring compliance.  

Despite the success, the digital transformation journey has not been without hurdles. Low initial uptake of digital lodgements and complexities in system integration required iterative improvements. But by engaging frontline staff and advisers and expanding API support to third-party and paper-based lodgements, Aware Super has been able to overcome these challenges. 

There is also the potential for further enhancements to the claims process, such as increasing engagement with treating doctors to streamline claim assessments. 

“The journey to a fully integrated digital solution is not easy, but the benefits are well worth the effort,” said Jenny. “It requires a commitment to continuous improvement and a willingness to adapt to new technologies.” 

A model for the industry 

Aware Super’s journey is proof that a digital-first, member-centric approach is shaping the future of insurance and claims processing, setting a new benchmark for the industry. The fund’s approach also demonstrates the power of digital integration in boosting efficiency and member satisfaction.  

As super funds navigate the evolving landscape, the lessons from Aware Super’s transformation highlight the value of a well-executed digital strategy.