Digital communication is now core to how insurers support customers, from policy updates and renewal notices to claims information and compliance requirements. As digital communication continues to increase, organisations are asking whether digital fatigue is becoming a barrier to customer engagement and trust.
Cumulo9’s new study offers a constructive perspective. While digital fatigue is present, it is not primarily driven by essential communications such as bills, statements or service updates. Instead, fatigue is more closely linked to social media, promotional content and the wider volume of everyday digital noise.
For insurers, this is an important distinction. The research suggests customers are generally not worried about missing important communications because of message volume, meaning critical insurance messages can still cut through when they are clear, timely, relevant and trusted.
Trust and security remain central. Concerns about scams, phishing and sender authenticity contribute to fatigue, particularly when customers are asked to make payments, update details or respond to policy or claims information.
The opportunity for insurers is not to step back from digital delivery, but to improve the quality of it. Clear branding, consistent sender identity, secure verification pathways and careful message timing can reduce friction and build confidence.
For Aotearoa New Zealand’s insurance sector, the message is encouraging: digital fatigue is real, but manageable. Insurers that design trusted, customer-centred digital communications will be better placed to strengthen engagement, resilience and customer outcomes.