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What entry strategy should direct-to-consumer (D2C) Insurtechs adopt when breaking into the Portuguese auto insurance market? CEMS business project with Kearney: excellence in claims management in the Iberian insurance sector
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Orientador(es)
Resumo(s)
This project explores the optimal market entry strategy for Direct-to-Consumer (D2C)
Insurtechs targeting the Portuguese auto insurance sector. Drawing from industry interviews,
consumer surveys, and international benchmarks, it evaluates the structural, regulatory, and
behavioral factors shaping digital insurance adoption in Portugal. The research highlights both
the barriers and opportunities for digital-first insurers, emphasizing hybrid service models,
trust-building, and embedded partnerships as key to overcoming incumbent dominance and low
digital penetration. The study concludes with a phased entry recommendation, positioning
Portugal as a viable second-stage market for well-funded, strategically agile D2C Insurtechs.
Descrição
Palavras-chave
Insurtech Direct-to-consumer insurance Market entry strategy Auto insurance Portugal CEMS MIM