Fixing the insurance experience: why Guided CX beats DIY portals

Filing a claim. Updating your policy. Adding a new driver.

These are moments when customers want things to just work. But too often, insurance portals turn what should be a simple task into a frustrating maze of forms, drop-downs, and confusing jargon.

And when customers get stuck? They call support. They email. They wait. Suddenly, that “easy online experience” doesn’t feel so easy anymore.

It’s time to rethink the digital insurance experience, and guided customer experiences (Guided CX) are leading the way.

The problem with “DIY” portals

Most insurance companies have invested heavily in self-service portals to help customers take control of their own accounts. The intent is good: empower customers, reduce call volume, streamline operations.

But the reality? DIY portals often leave customers stranded mid-process.

• They can’t find the right form or document

• They’re unsure if they’ve entered information correctly

• They’re nervous about submitting something that could affect coverage or rates

Even the most intuitive portals can’t anticipate every question or provide human reassurance at key decision points.

When a customer feels uncertain, trust drops … and so does satisfaction. A 2025 survey found that 65% of insurance customers are likely to end an interaction with a company if their data collection or forms process is too difficult.

Where Guided CX comes in

Guided CX brings the human touch back to digital insurance. Agents can join customers in the moment to walk them through complex steps, without ever taking control of their screen.

Here’s how it works:

• See what the customer sees: Agents can instantly view the customer’s browser session - o downloads or screen sharing required.

• Guide securely: The agent highlights where to click or what to check, while sensitive info (like payment details or SSNs) stays private.

• Build trust in real time: Customers know someone has their back, turning frustration into confidence.

The customer stays in control. No downloads. No screen sharing. Sensitive info stays private.

That human layer builds trust while maintaining the convenience of digital self-service.

How Guided CX improves what portals can’t

1. Personalization that feels natural

Customers expect tailored guidance, not generic prompts. Guided CX lets agents offer contextual help based on what’s happening on-screen, creating the kind of real-time personalization 71% of customers now expect.

2. Flexibility without friction

Modern insurance systems need agility. A Guided CX layer adapts instantly to customer needs, helping insurers stay responsive even when backend systems are complex.

3. Empathy that builds loyalty

Insurance isn’t just transactional - it’s emotional. People reach out during stressful times: accidents, claims, billing confusion. Guided CX adds a human touch that increases satisfaction and strengthens relationships.

Real-world examples

Scenario 1: a customer buys a new car

A customer logs in to update their coverage after buying a new car. They’re unsure which deductible applies. Instead of leaving the portal or calling a 1-800 number, a guided session begins instantly.

The agent joins, highlights the correct section, explains the options, and the update is done in minutes.

That’s the power of Guided CX. It’s still digital - but it’s also human.

Scenario 2: filing a claim after storm damage

A homeowner logs into their insurer’s portal after a severe storm to report roof damage. They’re not sure which claim category to select or what documentation is required.

Within seconds, an agent connects through a guided session, circles the correct claim type, and helps them upload photos directly from their phone. What could have been a confusing, emotional process turns into a quick, reassuring interaction.

The result: the claim is filed correctly on the first try, and the customer feels taken care of during a stressful time.

Scenario 3: billing confusion resolved in real time

A policyholder receives an alert that their payment didn’t go through and logs in to check their balance. The billing screen shows multiple amounts and dates, and frustration sets in.

With Guided CX, an agent joins, highlights the correct total, explains why the notice appeared, and even helps set up auto-pay for next month.

Instead of a call to cancel, the interaction ends with a customer who feels informed and supported.

Scenario 4: small business owner reviews coverage

A small business owner tries to review workers’ comp coverage before renewing. They’re unsure whether their new employee classification affects premiums.

An agent joins through Guided CX, walks them through the policy details, and shows how to adjust coverage accurately.
What could have turned into a paperwork headache becomes a proactive, value-adding conversation that strengthens trust and retention.

Scenario 5: verifying coverage before a medical procedure

A member visits their health insurance portal to confirm coverage for an upcoming outpatient procedure. The plan’s medical codes and benefits language are confusing.

A customer care specialist joins via Guided CX, highlights where to find the deductible and out-of-pocket info, and reassures them about what’s covered.

In minutes, the member feels confident moving forward with care - without anxiety or surprise bills later.