76% of the Italian population uses a smartphone. Instant messaging is the main activity done with a smartphone. 61% of the population writes messages from mobile devices. This translates into a first, obvious consideration for companies: WhatsApp should be exploited by businesses to get in touch with new and existing customers. Insurance companies and intermediaries have struggled to convince their clients to download their mobile applications, due to the low engaging nature of the insurance service. Whatsapp is serving as the perfect solution to this problem. With this research, we analyze the use cases of Whatsapp in insurance, with use cases from a global perspective and a focus on the issues and opportunities of the Italian market.
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