Insurance Sector Embracing Digitalization while Prioritizing Advisory Relationships
On Thursday, October 2, 2025, Sébastien Sanchez, General Manager of Assurances Maghrébia, appeared on Express FM to highlight the advancements in the insurance sector's digitalization efforts, emphasizing that advisory relationships remain at the core of the profession.
Digitalization: A Established Trend
Sanchez noted that digitalization in the insurance industry is not a new concept and has already become an integral part of daily operations. "The management of automotive claims has been digitalized for several years, with an application allowing policyholders to track their files in real-time from their smartphones," he explained. Similar progress has been observed in health insurance, where policyholders no longer need to physically submit their medical bills, as they are now accessible online. These developments, according to Sanchez, offer significant time savings and reduce dependence on agency opening hours.
Balancing Digitalization and Public Awareness
However, Sanchez emphasized that digitalization does not replace everything. Online insurance sales remain marginal in Tunisia, particularly for home insurance, due to a lack of a genuine insurance culture in society. "As long as the public is not convinced of their needs, they will not wake up in the morning and decide to insure their home through an application," he pointed out. Most subscriptions still occur in agencies, as policyholders expect guidance and clear explanations of their needs.
Sanchez also mentioned cultural and administrative barriers, such as the attachment to paper, signatures, and stamps, which slow down the transition to a 100% digital model.
Towards a Structuring Reform of the Sector
When asked about the reforms needed to accelerate the modernization of the sector, the General Manager of Assurances Maghrébia stated that the avenues are already identified and supported by the regulator, the General Committee of Insurance (CGA). According to him, the challenge is to strengthen the advisory role, diversify distribution channels, and involve more actors, such as banks, telephone operators, or other intermediaries capable of promoting simple products or microinsurance.
However, he insisted on the need for training and monitoring efforts to ensure the quality of advice provided to clients. "The goal remains that the policyholder receives clear, complete, and reliable information to make informed choices," he concluded.
