2025 is a pivotal year for the insurance industry, marking the first real opportunity for growth since the COVID-19 pandemic as insurers shift from traditional underwriting to data-driven decision-making, AI adoption, and portfolio management optimisation, according to new research from Send Technology Solutions Ltd (Send).
The study, conducted in late 2024 and early 2025, gathered insights from more than 60 insurance leaders, specialists, and practitioners from carriers, MGAs, and brokers across the U.S. and Canada.
Send’s findings reveal that carriers are prioritising analytics and predictive tools to identify emerging risks and align products accordingly. Data literacy and the ability to translate risk insights into action are now key drivers of underwriting success.
The research also highlights a shift from AI experimentation to structured implementation, with insurers ensuring employees are trained to use AI safely and effectively. AI agents and automated workflows are expected to play an increasingly prominent role in 2025.
Underwriting efficiency remains a priority, with firms striving to ensure the right people handle the right tasks at the right time. A clearer understanding of risk concentration is also helping insurers improve profitability and resource allocation.
However, legacy systems remain the industry’s biggest obstacle, stifling efficiency and profitability. Many insurers still rely on manual processes, outdated rating models, and Excel-driven workflows—approaches that struggle to scale in today’s fast-moving market.
According to Send’s research, 66% of brokers say carriers must process submissions faster, and 44% demand quicker quotes. Yet inefficiencies persist, as many organisations hesitate to modernise for fear of disrupting existing workflows. Firms that fail to act in 2025 risk falling behind more agile competitors.
Andy Moss, Co-founder and CEO of Send, said, “This research underlines the fact that underwriting in 2025 will be faster, smarter, and more connected than ever before.
“The firms that embrace data, AI, and portfolio optimisation will be the ones that thrive in an increasingly competitive and evolving market.”
Beyond technology-driven shifts, insurers are also contending with legacy system challenges, the rapid rise of the Excess & Surplus (E&S) market, and ongoing talent shortages. As experienced professionals retire, attracting and upskilling talent is becoming essential to sustaining industry momentum.
Sarah Sutton, CMO at Send, added, “The underwriter of the future is highly data-literate, powered by technology, and focused on making balanced, informed decisions.”
