On the Importance of Language in the Insurance Customer Experience
Why Is Language Key in Insurance?
For Finns, Kalevala is what Pan Tadeusz is for Poles – a national epic. Its language, narrative, and characters even inspired Tolkien. Yet reading poetry or literature in translation often loses nuance. To truly understand Kalevala, you must know Finnish. But how many of us do? Exactly.
It’s the same with the language of insurance. For many clients, insurance language sounds like “Finnish” – incomprehensible and overly complicated. And yet, language simplicity directly shapes the insurance customer experience.
Language in Insurance and User Experience
Many insurance companies already understand that the key to success – including in up-selling – is the user experience in insurance. However, simply reducing the travel insurance purchase process to “three steps” is not enough.
Applications, forms, and contracts must not only be easy to use but also written in clear and understandable language. Poorly chosen words can actually increase the bounce rate – the percentage of customers abandoning the process.
The Curse of Knowledge and Its Impact on the Customer
What is the Curse of Knowledge?
The “curse of knowledge” is a cognitive bias where we assume that others have the same knowledge we do. As a result, specialist language that seems obvious to an insurance employee sounds like code to the client.
👉 Dlaczego to ważne w ubezpieczeniach?
Bo klient – niezależnie, czy jest profesorem prawa, programistką, pielęgniarką czy kierowcą – oczekuje prostych komunikatów, a nie żargonu branżowego.
Cognitive Overload in the Insurance Purchase Process
What is cognitive overload?
Cognitive overload occurs when users must absorb too much information in a short time.
An example? Mr. and Mrs. X, in the evening, try to read the Terms and Conditions and fill out a form. Even though they have strong language skills, after a full day’s work they no longer have the cognitive resources to analyze difficult wording. As a result, the process feels exhausting and discouraging.
👉 Dlatego prosty język w OWU i formularzach znacząco poprawia doświadczenie użytkownika.
How to Write in Plain Language for Insurance?
replace complex industry terms with simple equivalents,
use short sentences and clear syntax,
ask simple questions (e.g. instead of “How many electrical devices do you own?”, ask about specific items),
use user-friendly labels (“premium payment date” instead of “due date of the next regular premium”).
Glossaries and FAQs – Do They Help?
Insurance companies often create glossaries. But if definitions simply refer to other difficult terms, the client gets lost. Instead of helping, this causes frustration.
A better solution is an FAQ that directly answers customer questions. Even better – simple Q&A embedded directly in the purchasing journey.
Summary: How to Improve the Insurance Customer Experience?
So the customer doesn’t feel like they’re “reading insurance in Finnish”:
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use plain language in insurance,
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avoid the curse of knowledge,
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minimize cognitive overload,
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design communication so the customer can complete the purchase process easily, without “getting a PhD in the Terms and Conditions.”
👉 Pamiętaj: prosty język zwiększa zrozumienie i satysfakcję klienta, a to przekłada się na wyższą sprzedaż i lepsze relacje z użytkownikami.
Frequently Asked Questions (FAQ)
Why does language matter in insurance?
Because without plain language, the customer does not understand the product – lowering trust and increasing the risk of abandoning the purchase.
How does plain language improve user experience?
It improves process clarity, reduces errors, and lowers the bounce rate.
What is the curse of knowledge in insurance?
It’s the cognitive bias where a specialist assumes the customer understands industry jargon.
How can you avoid customer cognitive overload?
By using short messages, simple questions, and limiting the amount of information presented in each process step.
Summary
Do you need support in designing insurance language and user experience?
At Finture, our team helps tailor communication to your customer base. We not only create plain language for insurance, but also:
design user journeys,
prepare low- and hi-fi mockups,
handle graphic design,
implement customer-friendly IT solutions.
📩 Contact us at info@finture.com.
IT consulting
Our company, Finture, offers personalized IT consulting in the areas of solution architecture, audits, and analytical-advisory services. Moreover, we specialize in process inventory using Event Storming as well as DORA consulting.
In addition, our experienced team takes care of every detail, delivering top-quality solutions tailored to the unique needs of our clients.
