October with open radar: five trends that are already changing insurance

We're kicking off October with an eye on where it should be: on the horizon. The insurance industry moves between new customer expectations, technologies that mature and risks that multiply at home and on the network. In Santalucía Impulsa we are still scanning the environment to separate signal noise and understand what deserves attention now. Anticipating trends isn't a whim, it's a way to build useful solutions before the market demands them. This month, we're focusing on five movements that are already reconfiguring the insurance experience.

What are those concerns of the insurance sector or levers that move the agenda?
Here we tell you:

Pets insured from home: well-being, technology and prevention

The first sign comes with four legs and a lot of traction: the rise of safe for pets with the home as its epicenter. The focus is migrating from the clinic to the home, where prevention, wellness and technology meet. We see services that combine veterinary remote guidance, digital monitoring and home health kits to reduce urgent visits and improve adherence to care. For the user it means less friction and more peace of mind; for insurers, real usage data and new ways to modulate coverage.

Insurtechs and collaborative ecosystems: the value of alliances

‍Second sign: alliances between insurtechs and health, banking and technology ecosystems. The value moves to integrated proposals where prevention, funding and protection coexist. We are talking about data shared with consent, more fluid referral routes and coverages that are activated at specific moments of life. Fewer silos and more collaboration to package complete solutions, not just policies. The result is a more useful customer experience and a better distribution of risk and service cost.

Personalized coverage: the customer takes control

‍Third lever: modular and dynamic policies that the user adjusts as the person configures a digital service. The customer wants to decide what they cover, how much they pay and when they pay it, with price transparency and control in a couple of taps. Pay-per-use, on/off and microcoverage cease to be experiments and become expectations. For insurers, the challenge is to orchestrate subscription, pricing and service in real time with clear rules and flawless UX. The reward is a longer relationship and a higher perception of value.

Home Cybersecurity: The New Pillar of Home Insurance

‍For the fourth sign: domestic cybersecurity is becoming a new pillar of insurance. Protecting the home no longer ends at the door; it includes networks, devices and the entire family's digital habits. Phishing, account hijacking and vulnerabilities that require prevention, assistance and remediation integrated into the home proposal. Policies are emerging that combine monitoring, training, technical support and incident coverage to close the circle. The promise is not just to compensate, it is to accompany and strengthen the customer's digital hygiene.

Generative AI with Governance: Real Utility, Human Control

‍The fifth lever has to do with the Generative AI with a simple principle: verifiable utility with human control. We are looking for cases where technology reduces time, improves traceability and increases the quality of each decision. Governance, privacy and explicability are not accessories, they are conditions of the project from the start. We prefer few well-governed automations to many superficial ones that add risk. Everything we publish will be anchored in shared evidence and learning.

We will continue to share progress, readings and cases throughout the month to make this strategic surveillance useful and actionable. We are interested in contrasting experiences with teams that are already testing pieces of this puzzle. Which of these trends do you think will scale the fastest in the market? Are you already seeing any in action in your daily professional or personal life? We read to you and learn together.

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