Psychological principles: The guidebook for AI agent insurance sales conversations

Overview

Insurance has always been a complex purchase: customers are being asked to spend money on an intangible product, to cover risks they hope never materialise, through language that often feels alien. The rise of AI sales agents promises to make insurance buying simpler, more personalised, and available 24/7 - but only if those AI conversations are designed around the way people actually think and decide.

This white paper provides a practical framework for insurers to design AI-driven sales conversations that are effective, ethical, and aligned with regulatory expectations.

Drawing on Daniel Kahneman’s seminal work Thinking, Fast and Slow, we highlight nine psychological principles that shape customer behaviour, and demonstrate how these can be ethically embedded into AI insurance journeys. The result: Higher conversion rates through empathetic, personalised guidance. Greater trust and satisfaction as customers feel heard and supported, not manipulated. Regulatory compliance by aligning with consumer duty and transparency standards.

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