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Publication
O Impacto Digital na Mediação de Seguros.
| Name: | Description: | Size: | Format: | |
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| 1.98 MB | Adobe PDF |
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Abstract(s)
A transformação digital tem vindo a remodelar profundamente o setor segurador, introduzindo novas dinâmicas nos processos, nos modelos de negócio e nas formas de relacionamento com os clientes. No centro desta transição encontra-se a mediação de seguros, tradicionalmente ancorada na proximidade e confiança, mas hoje desafiada pela adoção de tecnologias digitais e pela crescente automação de serviços. O objetivo desta dissertação é analisar o impacto da digitalização na mediação de seguros em Portugal, explorando as perceções, experiências e estratégias de adaptação dos mediadores face às exigências do novo paradigma tecnológico. Recorreu-se a uma abordagem qualitativa de carácter exploratório, baseada em doze entrevistas semiestruturadas realizadas a profissionais de diferentes níveis hierárquicos de uma seguradora de referência em Portugal. Os resultados demonstram que a transformação digital trouxe ganhos de eficiência, rapidez e autonomia aos mediadores, mas também desafios significativos de adaptação e resistência, sobretudo entre profissionais menos familiarizados com as novas tecnologias. Verificou-se que o sucesso da transição depende fortemente do apoio institucional, da formação contínua e da promoção de uma cultura de aprendizagem digital. Conclui-se que a digitalização está a redefinir o papel do mediador de seguros, que passa de um perfil essencialmente transacional para um consultor híbrido, combinando competências tecnológicas e relacionais. O equilíbrio entre inovação digital e proximidade humana emerge, assim, como o fator determinante para a sustentabilidade futura da mediação de seguros em Portugal.
Digital transformation is profoundly reshaping the insurance sector, introducing new dynamics in processes, business models, and customer relationships. At the core of this shift lies insurance mediation — a field traditionally based on trust and personal contact, but now challenged by technological innovation and service automation.This dissertation aims to examine the impact of digitalisation on insurance mediation in Portugal, exploring mediators’ perceptions, experiences, and adaptation strategies within this evolving technological context.A qualitative and exploratory approach was adopted through twelve semi-structured interviews with professionals from different hierarchical levels within a leading Portuguese insurance company. Findings reveal that digital transformation has improved efficiency, speed, and autonomy among mediators, while also generating resistance and adaptation challenges, particularly among less digitally literate professionals. Institutional support, continuous training, and the cultivation of a digital learning culture were identified as critical enablers of successful transformation.The study concludes that digitalisation is redefining the mediator’s role from a transactional intermediary to a hybrid consultant who combines technological and relational skills. Balancing technological innovation with human proximity emerges as the key determinant for the sustainable future of insurance mediation in Portugal.
Digital transformation is profoundly reshaping the insurance sector, introducing new dynamics in processes, business models, and customer relationships. At the core of this shift lies insurance mediation — a field traditionally based on trust and personal contact, but now challenged by technological innovation and service automation.This dissertation aims to examine the impact of digitalisation on insurance mediation in Portugal, exploring mediators’ perceptions, experiences, and adaptation strategies within this evolving technological context.A qualitative and exploratory approach was adopted through twelve semi-structured interviews with professionals from different hierarchical levels within a leading Portuguese insurance company. Findings reveal that digital transformation has improved efficiency, speed, and autonomy among mediators, while also generating resistance and adaptation challenges, particularly among less digitally literate professionals. Institutional support, continuous training, and the cultivation of a digital learning culture were identified as critical enablers of successful transformation.The study concludes that digitalisation is redefining the mediator’s role from a transactional intermediary to a hybrid consultant who combines technological and relational skills. Balancing technological innovation with human proximity emerges as the key determinant for the sustainable future of insurance mediation in Portugal.
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Keywords
mediação de seguros transformação digital digitalização setor segurador Portugal