MHC INTERVIEW
How Insurance Communications Reduce Churn and Litigation Risk in a Hard Market

Q: Q1: What is putting so much pressure on P&C insurers right now?

Sharon: Chris, let’s start with the broader market. What are you seeing right now in the U.S. P&C insurance environment that is creating so much pressure for carriers?Chris: There are a few things happening at once that are putting insurers in a tough position. You’ve had repeated catastrophic weather events in different parts of the country. These billion-dollar weather events are happening almost annually now. You’ve also got inflation driving up repair and replacement costs. And all of this puts pressure on claims costs and, ultimately, on premiums. So customers are seeing higher prices at renewal time, and naturally they’re asking more questions. They’re looking at their coverage more closely. And they’re more willing to shop around than they may have been in a softer market. In fact, the research firm JD Power reports insurance shopping has reached record levels as customers respond to rising premiums.

Q: Q2: Why do communications matter more in today's hard insurance market?

Sharon: When people talk about churn in insurance, they usually point straight to price. But price really isn’t the whole story, is it?Chris: No, not really. Price may trigger the moment, but it doesn’t fully determine the outcome. When a premium goes up, a customer is paying attention. They want to know what’s changed. They want to know whether the coverage is different. They want to know whether the increase makes sense. And that’s where communications matter. If the communication is clear and relevant, the insurer has a chance to reinforce trust. If it’s generic or confusing, that’s when frustration grows and the customer starts looking elsewhere.

Q: Q3: How does communication influence trust and retention?

Sharon: You’re mentioning trust. How much of a factor is that in the market you’re seeing?Chris: It’s a major factor. In fact, JD Power has reported that customer trust in insurers is declining, particularly as premiums rise and customers feel more financial pressure. So even before a communication is sent, trust may already be fragile.In a hard market, insurers are often starting from a more difficult position. If a customer already feels like prices are going up without clear value, or that the industry isn’t fully transparent, then every communication has to work harder to rebuild confidence.And that’s where things can either improve — or break down. If the communication is clear, personalized, and explains the “why,” it can reinforce trust at a critical moment. But if it’s vague, generic, or hard to understand, it can reinforce the perception that the insurer isn’t being transparent.

Q: Q4: Why is explainability so important in insurance communications?

Sharon: Whether it’s a premium increase, a coverage change, or a denied claim, the communication has to do more than deliver an outcome. It has to clearly explain it. Is that fair? Chris: Yes, exactly. The insurer may be making the right decision. But if the customer doesn’t understand it, then from their point of view, it might feel arbitrary or unfair. That’s why explainability matters. It helps the customer understand what changed, why it changed, and what it means. And that can help on both sides — it supports the relationship, and it reduces unnecessary friction and risk for the insurer.

Q: Q5: How can better communications help reduce escalation and litigation risk?

Sharon: You also raised another angle that I think is really important — the idea that communications are not only about retention, but also about reducing litigation and claims-related escalation. Can you talk about that? Chris: Yes — and I think that’s a side of the story many people don’t see. In some markets, especially places like California, Florida, Texas, insurers have dealt with a lot of legal pressure around claims disputes. So the quality of claims correspondence becomes extremely important. If a claim is denied, or if there’s a dispute over scope or amount, the communication has to explain very clearly why that decision was made. It needs to reference the right policy language. And in some cases, that language needs to appear exactly as written in the policy. If it doesn’t — or if it’s brought over incorrectly — that can create risk for the insurer. If a customer understands why the decision was made, they’re less likely to escalate, less likely to call the service center just to get the situation explained to them, and less likely to call an attorney.

Q: Q6: Where do insurance documents often break down today?

Sharon: If insurers know communications need to be clearer and more explainable, what gets in the way? Chris: A big part of the challenge is that many insurance documents are still too static. The business is using more data than ever to assess risk, price policies, and make decisions. But the communications that go out to customers often don’t reflect that intelligence very well. They’re not dynamic enough. They’re not connected enough to the data behind the decision. And that makes it harder to explain things clearly. A lot of times the templates are difficult to change, and the business has to rely heavily on IT or other technical teams just to make updates. So even when an insurer knows it needs to improve a message, add more context, or respond to changing market conditions, it can take too long. That slows everything down and makes it harder to be responsive.

Q: Q7: How do communications break down across the broader customer journey?

Sharon: Customers don’t experience insurance as isolated documents — they experience a quote, a policy, a renewal, and a claim as connected moments. So where does communication typically break down across that journey? Chris: A lot of times, the breakdown is in how disjointed the process is and the lack of consistency across the different touchpoints and channels used. You may have policy language being developed in one place, reviewed somewhere else, approved by the state, and then handed over to IT or another team to bring into the template or form system. Then separate systems may be generating different communications across print, email, portal, or mobile — all with different language, look, and feel. So even when each piece is technically correct, the overall experience can still feel fragmented. And in a hard market, those gaps become much more visible. They make a difference.

Q: Q8: Where should insurers start if they want to improve?

Sharon: For insurers listening to this conversation, what would you tell them to focus on first? Chris: I’d tell them to start with the moments that carry the most risk and the most business impact. That could be renewal. It could be rate change notices. It could be claims denials or claims-related correspondence. Look at the places where customers are most likely to be confused, upset, or ready to challenge what they’re seeing. Those are the moments where clearer, more explainable communications can make the biggest difference. And from there, insurers should think about whether they have the right foundation in place — whether their teams can update forms and templates efficiently, bring in the right data, and deliver communications that are accessible, consistent, and connected across the journey.

MHC Host
Sharon Jones Malloch, Head of Content Marketing at MHC

Guest
Chris Raffield, MHC’s Insurance Expert (and Senior Account & Partner Executive)

March 26th, 2026

P&C insurers are facing pressure from every direction, from catastrophic losses to inflation-driven claims costs. At the same time, customers are scrutinizing rising premiums and are more willing to shop around. In this environment, communications do more than inform policyholders—they are an important lever for protecting revenue and reducing the risk of litigation.

In this Expert Insights session, Sharon Malloch speaks with Chris Raffield about how more explainable, consistent, and well-orchestrated communications can help insurers preserve trust, reduce escalation and litigation risk, and improve the customer experience at the moments that matter most.

In this video, you’ll learn:

Why explainable communications are becoming more important in today’s insurance market
Where insurance communications and documents often break down today
What insurers can do to improve clarity, consistency, and orchestration

Key Takeaways

- Communications now play a bigger role in retention and business performance.
- Trust is harder to maintain in a high-cost, high-friction insurance market.
- Clearer communications can help reduce confusion, escalation, and litigation risk.
- Generic documents and disconnected journeys undermine the customer experience.
- Explainable, well-orchestrated communications improve outcomes for both insurers and policyholders.

Meet the Host and Guests

HOST
Sharon Jones Malloch
MHC Head of Content Marketing

Read the bio

Sharon leads content marketing at MHC, overseeing strategies that fuel sales and demand generation. With more than a decade of experience in customer communications, Sharon brings deep insight into customer pain points, industry trends, and the critical role of solutions in managing regulatory communications. Before joining MHC, she honed her marketing expertise at Doxim, Messagepoint, and OpenText.

GUEST
Chris Raffield,
MHC’s Senior Account & Partner Executive

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Chris Raffield is Senior Account & Partner Executive at MHC, where he helps insurance carriers modernize and elevate customer communications while building strategic Insurtech partnerships. With deep experience in customer communications and insurance technology, Chris brings strong insight into the challenges carriers face and the role modern solutions play in improving engagement, retention, and operational efficiency. Before joining MHC, he held roles at Smart Communications, Precisely, Pitney Bowes, and HP.

Want to Read Instead of Watching the Video?

Below is the complete transcript from this Expert Insights session with Sharon Malloch and Chris Raffield.
Use the accordion sections to expand and explore the discussion in detail.

Q1: What is putting so much pressure on P&C insurers right now?

Sharon: Chris, let’s start with the broader market. What are you seeing right now in the U.S. P&C insurance environment that is creating so much pressure for carriers?

Chris: There are a few things happening at once that are putting insurers in a tough position. You’ve had repeated catastrophic weather events in different parts of the country. These billion-dollar weather events are happening almost annually now. You’ve also got inflation driving up repair and replacement costs. And all of this puts pressure on claims costs and, ultimately, on premiums.

So customers are seeing higher prices at renewal time, and naturally they’re asking more questions. They’re looking at their coverage more closely. And they’re more willing to shop around than they may have been in a softer market. In fact, the research firm JD Power reports insurance shopping has reached record levels as customers respond to rising premiums.

Q2: Why do communications matter more in today's hard insurance market?

Sharon: When people talk about churn in insurance, they usually point straight to price. But price really isn’t the whole story, is it?

Chris: No, not really. Price may trigger the moment, but it doesn’t fully determine the outcome. When a premium goes up, a customer is paying attention. They want to know what’s changed. They want to know whether the coverage is different. They want to know whether the increase makes sense. And that’s where communications matter. If the communication is clear and relevant, the insurer has a chance to reinforce trust. If it’s generic or confusing, that’s when frustration grows and the customer starts looking elsewhere.

Q3: How does communication influence trust and retention?

Sharon: You’re mentioning trust. How much of a factor is that in the market you’re seeing?

Chris: It’s a major factor. In fact, JD Power has reported that customer trust in insurers is declining, particularly as premiums rise and customers feel more financial pressure. So even before a communication is sent, trust may already be fragile.

In a hard market, insurers are often starting from a more difficult position. If a customer already feels like prices are going up without clear value, or that the industry isn’t fully transparent, then every communication has to work harder to rebuild confidence.

And that’s where things can either improve — or break down. If the communication is clear, personalized, and explains the “why,” it can reinforce trust at a critical moment. But if it’s vague, generic, or hard to understand, it can reinforce the perception that the insurer isn’t being transparent.

Q4: Why is explainability so important in insurance communications?

Sharon: Whether it’s a premium increase, a coverage change, or a denied claim, the communication has to do more than deliver an outcome. It has to clearly explain it. Is that fair?

Chris: Yes, exactly. The insurer may be making the right decision. But if the customer doesn’t understand it, then from their point of view, it might feel arbitrary or unfair. That’s why explainability matters. It helps the customer understand what changed, why it changed, and what it means. And that can help on both sides — it supports the relationship, and it reduces unnecessary friction and risk for the insurer.

Q5: How can better communications help reduce escalation and litigation risk?

Sharon: You also raised another angle that I think is really important — the idea that communications are not only about retention, but also about reducing litigation and claims-related escalation. Can you talk about that?

Chris: Yes — and I think that’s a side of the story many people don’t see. In some markets, especially places like California, Florida, Texas, insurers have dealt with a lot of legal pressure around claims disputes. So the quality of claims correspondence becomes extremely important.

If a claim is denied, or if there’s a dispute over scope or amount, the communication has to explain very clearly why that decision was made. It needs to reference the right policy language. And in some cases, that language needs to appear exactly as written in the policy. If it doesn’t — or if it’s brought over incorrectly — that can create risk for the insurer.

If a customer understands why the decision was made, they’re less likely to escalate, less likely to call the service center just to get the situation explained to them, and less likely to call an attorney.

Q6: Where do insurance documents often break down today?

Sharon: If insurers know communications need to be clearer and more explainable, what gets in the way?

Chris: A big part of the challenge is that many insurance documents are still too static. The business is using more data than ever to assess risk, price policies, and make decisions. But the communications that go out to customers often don’t reflect that intelligence very well. They’re not dynamic enough. They’re not connected enough to the data behind the decision. And that makes it harder to explain things clearly.

A lot of times the templates are difficult to change, and the business has to rely heavily on IT or other technical teams just to make updates. So even when an insurer knows it needs to improve a message, add more context, or respond to changing market conditions, it can take too long. That slows everything down and makes it harder to be responsive.

Q7: How do communications break down across the broader customer journey?

Sharon: Customers don’t experience insurance as isolated documents — they experience a quote, a policy, a renewal, and a claim as connected moments. So where does communication typically break down across that journey?

Chris: A lot of times, the breakdown is in how disjointed the process is and the lack of consistency across the different touchpoints and channels used. You may have policy language being developed in one place, reviewed somewhere else, approved by the state, and then handed over to IT or another team to bring into the template or form system. Then separate systems may be generating different communications across print, email, portal, or mobile — all with different language, look, and feel.

So even when each piece is technically correct, the overall experience can still feel fragmented. And in a hard market, those gaps become much more visible. They make a difference.

Q8: Where should insurers start if they want to improve?

Sharon: For insurers listening to this conversation, what would you tell them to focus on first?

Chris: I’d tell them to start with the moments that carry the most risk and the most business impact. That could be renewal. It could be rate change notices. It could be claims denials or claims-related correspondence.

Look at the places where customers are most likely to be confused, upset, or ready to challenge what they’re seeing. Those are the moments where clearer, more explainable communications can make the biggest difference.

And from there, insurers should think about whether they have the right foundation in place — whether their teams can update forms and templates efficiently, bring in the right data, and deliver communications that are accessible, consistent, and connected across the journey.

MHC INTERVIEWHow Insurance Communications Reduce Churn and Litigation Risk in a Hard Market

Meet the Host and Guests

Want to Read Instead of Watching the Video?

MHC INTERVIEW
How Insurance Communications Reduce Churn and Litigation Risk in a Hard Market