More than half of residents of Yaroslavl issue insurance policies on the insurance website

Another 37% use a bank app or website

More than half, 53% of residents of Yaroslavl, who prefer to issue insurance policies online, do it on the insurance website. More than a third, 37% of respondents, turn to the website or application of the bank, 9% use the application of the insurance company, 1% 18% – aggregator sites and marketplaces of financial services. These are the results of the survey of SberInsurance, conducted on the eve of the first insurance conference of Sber “Insurance 2030”. Future technologies”.

38% of insured Yaroslavl residents have experience of registration of insurance services via the Internet. In general, this format of policy purchase is chosen by 48% of Russians. At the same time, respondents believe that digital client paths can be made more convenient: 31% of them would like to understand the amount of possible insurance payment in advance, 20% would like to compare several options for policies on one screen, and 18% would like to quickly get expert advice.

Among the key advantages of a digital channel, respondents cited the ability to issue a policy without assistance (27%), the familiarity of this method of obtaining services (11%), the speed and availability of online services (8% each).

The study also allowed us to determine which elements of the client path are especially important when self-designing a policy. Most often, respondents would like to be able to quickly get an answer to a question, 36% of respondents reported this. Another 17% noted the importance of assistance in choosing a suitable insurance product, 12% - a clear procedure for obtaining a ready-made policy, and 7% - a convenient payment process.

Alexander Abramov, Executive Director of SberInsurance:

Today, 52% of Russians who issue insurance policies do so only or mainly offline – through agents, in the offices of insurance companies or bank branches. At the same time, for 43% of them, this choice is primarily related to habit. Another 28% are afraid of fraud or doubt the authenticity of an electronic policy, and 15% do not want to independently understand the terms of insurance. But we see that people are increasingly using digital services in a variety of areas of life. Insurance is no exception: over time, online registration of a policy will be as familiar and simple as ordering a taxi or groceries. The research clearly shows what people want to understand when buying digital security. Although it is not possible to determine the amount of payment in advance, it is in our power to reflect the maximum amounts within the insured risks and give guidelines that will help everyone choose the appropriate coverage for themselves. Our task is to consistently improve the client path so that the transition to online was natural for a person, and the purchase of a policy is as simple, understandable and convenient as possible.

The study was conducted in October 2026 among residents of 37 Russian cities with a population of more than 500 thousand people.