According to a study by the Fintech Association, one of the key trends in the financial sector in 2025 will be trust-centricity and the growing role of AI in the business processes of market players. This was stated by Olga Sorokina, member of the Board of Directors, Deputy General Director for Business Development at the VSK Insurance House, Chairman of the Digital Financial Products and Services Development Committee of the Fintech Association at the conference "Fintech Association: Trends 2025. The complex of business, technological and fintech trends that shape the Russian market." The "3x10 key trends" review is presented annually by the Fintech Association.
According to the study, trust-centricity has become the main business trend of 2025. The insurance sector has consolidated over the past decades, and today the largest players are actively investing in increasing customer loyalty and trust.
VSK Insurance House strives to become a company of informed choice for clients.
According to Olga Sorokina, the essence of trust-centricity lies in the fact that the company first provides the user with a convenient service, using which he becomes her regular customer. Thus, VSK plans to scale the Digital Clinic by making a number of service functions available to all policyholders. Starting in March, any client of the company will be able to ask a question to a medical adviser in the chat and receive a preliminary free consultation. On the one hand, such a strategy incurs certain costs (after all, the insurer pays for the advice of an adviser), but on the other hand, consumer loyalty increases and the likelihood that he will become a regular customer of the company.
Digital technologies, in particular the "AI-plus" model, are an integral tool for building trust-centricity. Artificial intelligence as a technology transforms companies' business models. In addition to the fact that AI is being implemented into key functional processes, companies are already emerging in which AI is the basis of the business model. Companies that build their IT foundation on AI-plus technologies generate basic benefits based on this technology. In the insurance industry, all the basic processes for digitalization, such as loss settlement, sales, and underwriting, are already functioning on the basis of artificial intelligence. And the trend towards AI-plus is becoming the next step in the technological development of the company. VSK, for example, is developing a comprehensive strategy for artificial intelligence and data management.
Among the fintech trends, Olga Sorokina noted the scaling of Open Data, emphasizing that it is the locomotive of digitalization in the country. The VSK Insurance House was the first in the industry to participate in the Open API pilot at the site of the Fintech Association, and then scaled up the data exchange project with ERA-GLONASS - the state information system for emergency notification was integrated with VSK via the API. Thanks to the implementation of the project, insurance claims settlement in the company has significantly accelerated and fraud prevention indicators have also improved.
"At the moment, we are at the final stage of forming an AI strategy. Already, the share of artificial intelligence penetration into business processes in VSK is 11%. We regularly evaluate the business impact of using AI in our company, and we have serious potential for further development of advanced digital services," said Olga Sorokina, member of the Board of Directors, Deputy General Director for Business Development at VSK Insurance House.
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