Customer attitudes towards participation and health data sharing in the digital transformation of Finnish insurance

Abstract The contemporary insurance ecosystem is digitally transforming to meet a myriad of emergent conditions pressured by an increase in available data. A paradigm shift necessitates new business models, digital practices, and customer relationships. To begin to understand the attitudes of customers within the digital transformation context, we conducted a large survey of Finnish insurance organization customers (N = 452). The survey gathered customer attitudes towards three factors of digital transformation: Participation in service development, visions and values of the service provider, and health data sharing. The results of the study offer a descriptive statistical snapshot of the attitudes of insurance customers in the Finnish case context relating to these topics; finding a lack of knowledge about the company digital strategy, a low perceived possibility to participate in the creation of services, a high level of trust, and a reluctance to share health data