Making the exceptional visible

The Efma-Accenture Innovation in Insurance Awards have been serving as a catalyst for innovation in the insurance sector since their inception in 2015.

This global competition rewards the best new ideas and practices that are transforming the industry for the benefit of insurers and customers alike. The 2021 awards attracted an impressive 460 entries from 289 institutions in 55 countries, culminating in global online awards ceremony on June 3, 2021. View the 2021 winners.

The awards offer powerful insights into how well equipped insurers are as we emerge from the pandemic. View our Efma-Accenture 2021 Innovation in Insurance Awards Trends page for details of the innovation trends that were identified in our analysis of the 2021 entries.

For more information on the awards visit the Innovation in Insurance Awards Portal or please contact Tracy Pesic, Awards Manager.



Innovation in Insurance Awards 2021 – Highlights

Highlights from the 2021 Efma-Accenture Innovation in Insurance Awards ceremony held on June 3rd.

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Why enter the Innovation in Insurance Awards?

The Efma–Accenture Innovation in Insurance Awards recognize the most innovative initiatives and ideas in insurance globally. Winners are awarded by their peers, with a rigorous, independent judging and voting process.

By entering you will benefit from:

Innovation and inspiration

Help promote a culture of innovation in insurance and benchmark your innovation against those of other insurers.


Achieve the recognition of your colleagues and peers, and gain public acclaim for your organization as an innovation leader.

A global network

Network with other executives who are driving innovation and be inspired by the creativity and boldness of your peers.

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Global Innovator

The most innovative insurer. The winner is the organization whose corporate vision commits it successfully to continuous innovation and transformation, to the development and leadership of a broad ecosystem of partners extending beyond insurance, and to the exploitation of emerging technologies that improve the experience of its customers and the performance of its business.

Connected Ecosystems & Marketplaces

Innovative practices that give rise to new business models, scalable end-to-end value propositions that capitalize on the power of partnerships, platforms and the Internet of Things. Innovations, diversification opportunities and ecosystems may reach beyond the traditional boundaries of insurance, and may be submitted by incumbents, specialized players and other new competitors.


The creation and/or application of innovative technology that substantially enhances the customer experience and/or develops new sources of value for insurers. This category is reserved for insurance start-ups and spin-offs, and technology firms targeting the insurance industry. Innovations must be stage-one funded, have a market release proposition, and/or have completed a successful market proof of concept.

Product & Service Innovation

Innovations that significantly enhance, extend or replace the traditional offer, creating new profit pools by serving new customer segments or existing segments in new ways, and entering or creating new markets typically beyond the reach of insurance players.

Re-imagining the Customer Experience

Innovations that significantly enhance the way companies engage with customers. These new approaches create value through, for example, seamless and personalized experiences across physical and/or digital channels, new customer management models, artificial-intelligence-driven advice, and innovative management of customer loyalty and satisfaction.

Social, Sustainable & Responsible

Innovations that advance Insurance’s social purpose and its commitment to being a good corporate citizen and a true ally of its customers.

Workforce transformation

Innovations that successfully bring together people, culture, leadership, organization and technology, enabling the insurer to realize the full potential of the human and machine workplace.

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2021 Innovation in Insurance Award winners

Global Innovator 2021: Assicurazioni Generali

Generali won for its range of innovative products - including its Smart Automation Centre of Excellence and its use of AI-augmented Underwriting.

Connected Insurance & Ecosystems 2021: AXA XL

AXA XL is a digital network of innovative products and services focused on advancing technology adoption among construction customers.

Core Insurance Transformation 2021: Discovery

Discovery won for AI Quote. Using AI Quote, brokers and clients can upload documents via phone or computer and receive a quote in seconds.

Customer Experience 2021: Generali

With Covid-19 putting a strain on the healthcare system in Italy, Generali developed WellionAPP to help users more easily access health services.

Insurtech 2021: HITS, Generali, Jenoit, Zoundream

bAIby – The AI-based Baby Cry Translator won this year’s Insurtech category for its BabyT translator which uses AI to interpret a baby’s cries.

Product & Service Innovation 2021: Baloise

Baloise won for its Drive Electric insurance, which offers key value-add services, like helping set up a charging station at home.

Workforce Transformation 2021 Assicurazioni Generali

The Generali We SHARE app gives update to employees wordwide about the group share plan, Generali’s strategy and performance, and company news.

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Innovation in Insurance Award blogs

Learn more about Innovation in Insurance award winners and trends from Accenture leaders.

The 2022 Efma-Accenture Innovation in Insurance Awards ultimate entry guide

In her latest blog post, Silvia Milian outlines a step-by-step walkthrough of the submissions process and seven tips to help you create a winning submission.

The companies defining the ‘next’ in insurance

The Efma-Accenture Innovation in Insurance report 2021 showcases the trends and insurance carriers defining the industry landscape.

Why Assicurazioni Generali is the 2021 global innovator

Meet Assicurazioni Generali, the Global Innovator winner of the Efma-Accenture Innovation in Insurance Awards 2021.

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