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The ins and outs of on-demand insurance: a growing trend in coverage flexibility

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5 minutes

The on-demand insurance market, a burgeoning segment within the insurance industry, is redefining how we think about and purchase insurance. With a global market size valued at USD 955.3 million in 2022 and expected to expand at a compound annual growth rate of 21.2% from 2023 to 2030, this trend is reshaping the landscape of insurance offerings.

What is on-demand insurance?

On-demand insurance allows consumers to purchase coverage as needed, typically through digital platforms like mobile apps. It's particularly well-suited for assets that aren't constantly in use, offering a personalized and flexible approach to insurance.

Some examples of on-demand insurance coverage include:

  • Travel insurance for a specific trip
  • Rental car insurance for a short-term rental
  • Event-specific liability insurance
  • Insurance for valuable items like jewelry or electronics while traveling

How is on-demand insurance different from traditional insurance?

Traditional insurance policies often require long-term commitments and provide coverage that might extend beyond the immediate needs of the policyholders. On-demand insurance, on the other hand, is designed for flexibility and specificity.

It allows policyholders to turn their coverage on and off as needed, paying only for the coverage they use. This type of insurance also tends to be managed digitally, enabling real-time adjustments and quick claims processing.

In contrast, traditional insurance often involves more paperwork and slower response times. Moreover, on-demand insurance caters to the convenience of the customers, providing coverage for specific items or events, rather than offering a broad, all-encompassing policy.

The overall trend is for more and more insurance products to move towards an on-demand model, as customers increasingly seek personalized and immediate solutions.

The benefits of on-demand insurance

One of the major benefits of on-demand insurance is its flexibility. Traditional insurance policies often require long-term commitment and can be difficult and expensive to modify or cancel. With on-demand insurance, consumers have the freedom to purchase coverage when they need it and only pay for what they use.

Additionally, on-demand insurance tends to be more affordable than traditional policies since it is tailored to a specific event or period of time rather than a blanket coverage. This can make it an attractive option for those who don't want to commit to a long-term insurance policy or only need coverage for a short period of time.


  • Customers enjoy more tailored rates and coverage flexibility.
  • Insurers benefit from rapid underwriting, automated client communication, and access to previously uninsured demographics.


  • Concerns include privacy issues and the unpredictability of policy payments for customers.
  • Insurers face challenges like state-by-state licensure complexities and the need for significant upfront investment in infrastructuree.

The role of technology

Technology plays a crucial role in the growth and success of on-demand insurance. Digital platforms make it easy for consumers to purchase coverage, manage their policies, and file claims. These platforms also allow insurers to collect data and personalize coverage options based on a consumer's specific needs and usage.

Furthermore, technology enables on-demand insurance to be offered in real-time. This means that coverage can be activated immediately for a specific event or time period, providing consumers with peace of mind and protection when they need it most.

The rise of digital technology and fintech innovations plays a crucial role. These advancements enable insurers to gather detailed customer data, facilitating more personalized insurance policies and user-friendly experiences through digital channels.

Regulatory compliance

Despite the digital ease, on-demand insurance providers must navigate a complex web of regulations and data privacy laws like GDPR, making compliance a significant aspect of their operations.

Digital platforms also create challenges for regulators in monitoring and ensuring compliance. With the data exchange that occurs between insurers, customers, and third-party partners, it is crucial to have strict measures in place to protect sensitive information and maintain regulatory compliance.

Key market segments

  • Car Insurance: Dominating the market in 2022 with a revenue share of over 23%, on-demand car insurance offers customizable and flexible coverage options, catering especially to those who don’t need year-round coverage.
  • Electronic Equipment Insurance: With the increasing reliance on electronic devices, this segment is expected to grow significantly, offering quick and convenient coverage for gadgets.
  • Coverage Types: The market is diverse, including travel insurance, event insurance, renter's insurance, among others. It caters to both individuals and businesses, with a rising emphasis on flexible, micro-insurance solutions.

Geographic trends

  • North America: Witnessed the highest growth in 2022, driven by digital adoption and demand for personalized insurance.
  • Asia-Pacific: Predicted as the fastest-growing region due to the surge in smartphone use and a growing middle class demanding innovative insurance products.

Industry challenges and opportunities in 2024

  1. Incentivization: Transition to digital distribution necessitates innovative incentive structures for agents.
  2. Digitalization: Requires insurers to adopt an omnichannel strategy and integrate customer-facing channels.
  3. Intermediaries: Play a vital role in educating consumers about their options.
  4. Retail Experience: Customers now demand more personalized and engaging experiences.
  5. New Technology: Adoption of AI and other technologies is crucial for optimizing operations and enhancing customer service. 

The bottom line

On-demand insurance is transforming the traditional insurance paradigm, offering unprecedented flexibility and personalization. While it comes with its unique set of challenges, the opportunities it presents for both consumers and providers are significant, making it a trend worth watching in the evolving landscape of insurance.

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Vera Smirnoff
Vera Smirnoff

Vera Smirnoff is the demand generation manager at EasySend. She covers digital transformation in insurance and banking and the latest trends in InsurTech and digital customer experience.