INsu

1. Insurance
Playbook
CONFLUENT 2020 ｜ VERTICALS

2. Insurance Playbook
© 2020 Confluent, Inc. 2
TABLE OF CONTENTS
Introduction 3
Market Opportunity 3
Top Insurance Use Cases 5
Customer satisfaction 5
Operational efficiency 5
Security and regulatory compliance 5
Insurance Customers 6
Generali Switzerland (Public) 6
Centene (Public) 7
Humana (Private) 8
Geico (Private) 8
Prospecting 9
Target the right customers 9
Qualifying 100
Discovery Questions 100
Customer Meeting 10
Partners 111
More Information 111
Slack Channels 11
Contact 12
Appendix - Additional Use Cases 12

3. Insurance Playbook
© 2020 Confluent, Inc. 3
Introduction
This sales playbook supports your selling efforts into the Insurance industry, providing direct access to the materials you need to
successfully understand the market opportunity and how customers can benefit from Confluent’s solution. This information can
help you identify opportunities, articulate the business and technical value of Confluent’s offering, and identify solutions and
components that will provide value to the customers struggling with common industry challenges.
Market Opportunity
There are three categories within the Insurance Industry. Some customers focus on a single category, where other’s business
includes all three.
1. Healthcare is an insurance that covers the whole or a part of the risk of a person incurring medical expenses, spreading
the risk over numerous persons. By estimating the overall risk of [health risk] and health system expenses over the risk
pool, an insurer can develop a routine finance structure, such as monthly premium or payroll tax, to provide the money
to pay for the health care benefits specified in the insurance agreement.
2. Life Insurance & Annuities are financial tools that help achieve somewhat different goals. Life Insurance is often
purchased for its death benefit for beneficiaries including term life (offers coverage for a specific period of time
anywhere from 10-30 years) and whole life (in place as long as premiums are paid when due). Annuities are often used
to provide a guaranteed income stream over a given period of time. Typically used in retirement.
3. Property & Casualty (P&C): Property Insurance helps to cover things you own (home, car). Casualty Insurance means
that the policy includes liability coverage to help protect you if you are found legally responsible for accidents that
cause injuries to another person or another person’s belongings. Unlike long-term life insurance policies, P&C contracts
can be short-term and long-term in nature, also known as short-tailed and long-tailed contracts.

4. Insurance Playbook
© 2020 Confluent, Inc. 4
Industry Trends and Business Initiatives
1. Increased engagement and customer satisfaction
a. High cost of physical location, personnel, paperwork, and a younger digital first demographic has led to an
onslaught of new digital first financial Insurance companies, adding additional pressure to modernize.
b. Changing behaviors and culture: Need to build flexible commercial models that allow regulated and efficient
collaboration
c. Rise of Insurtech
d. Improving predictive analytics to provide new personalized product offerings
2. Changes in operational measures and roles to create efficiencies
a. Improving processes and technology: enabling automation to share information and data, to enrich
collaboration based on real business data, and faster claims processing.
b. Legacy IT systems require modernization to address the need for highly personalized and real-time
communication and experiences, powered by data, advanced analytics, and digital technologies.
3. New laws and regulations for security compliance
a. Regulators, both domestic and foreign, are focused on data privacy protections to mitigate the risks that
result from improper collection, handling, storage, and use of data. Cyber threats continue to become more
sophisticated and more damaging, putting even more urgency around developing protections from bad
actors, both external and internal.
b. Many insurers are struggling to meet the new regulatory requirements because their siloed legacy systems
lack integration. The overwhelming volume of data being maintained can also be a problem. Insurers should
consider establishing a more comprehensive information governance program that addresses these and
other data management and privacy challenges, not just to meet compliance standards, but also to enable
better business decisions and actions and bring them a competitive differentiator in the marketplace.
“As an insurer, at the end of the day, we have always been in a data industry. Our specialty is using data to price
risk, and we are pretty good at it. Now, what we are getting better at is using data to engage with our customer.”
Pietro Carnevale, Director of Strategy and Innovation at Generali

5. Insurance Playbook
© 2020 Confluent, Inc. 5
Top Insurance Use Cases
Here are the top use cases to pursue across all geographies. See additional Use Case Library in the Appendix for a complete list.
Customer satisfaction
● Personalized premiums: Event streaming enables truly personalized premiums—for example, premiums based on
exercise activity or driving behavior. How? Event streaming allows you to collect real-time data at scale from IoT
devices such as vehicle trackers and smartwatches, and then analyze it with advanced AI models to determine
personalized premium pricing.
● Predictive support: With event streaming, you can give your call center agents a complete and up-to-date view of each
customer they handle. This allows them to resolve customer cases more quickly and accurately, saving time and
increasing customer satisfaction. And, AI chatbots can use this same comprehensive view to provide automated
service, deflecting calls, and further reducing call center costs.
● Customer 360: Getting a 360° view of customer interactions and delivering personalized customer experiences (ex.
Customer Profile Updates → speeding up processes).
Operational efficiency
● Accelerate claim processing: Because event streaming makes data available in real-time, you can eliminate
unnecessary delays. And, because event streaming brings together all of the information needed to process a claim,
you can now do this automatically—for example, by using bots to handle low-value and low-risk claims. The result? You
can process claims faster, thus saving money and increasing customer satisfaction.
● Claims adjudication: After a claim is submitted, the insurance company determines their financial responsibility for the
payment to the provider (ex. first notice of loss (FNOL), claim assignment, referral, review, negotiate service, settle).
Event streaming will allow customers to get real-time updates regarding their claims (ex. first notice of loss, claim
assignments, etc.)
● Order processing/New enrollments: For example, gain insight into demographics of primary residence, social media
feeds, previous interactions, and conflicting coverages, etc.
● Supply chain optimization: Covering financial losses incurred as a result of interruption to the supply chain. Event
streaming can connect cross-functional data (inventory, shipments, schedules) from multiple sources to anticipate and
prevent problems.
● Operational agility: Accelerating business agility by increasing the flexibility of strategic applications.
Security and regulatory compliance
● Fraud detection: Detecting anomalies in real-time to identify potential fraudulent activities and meet regulatory
requirements. Event streaming will allow customers to use cognitive deterrents, delivering derived fraud data in real-
time to downstream consumers.
● Credit risk: Discovering and assessing risk profiles in real-time, minimizing risk exposure on all financial products.

6. Insurance Playbook
© 2020 Confluent, Inc. 6
Insurance Customers
We have multiple Insurance customers you can use to highlight our industry expertise with prospects and customers. Four key
customers are below with use cases to memorize and have available as proof points.
Generali Switzerland (Public)
Generali (Schweiz) Holding AG, through its subsidiaries, engages in the businesses of life and non-life insurance solutions, and
fund management. It offers insurance and pension solutions. The company sells its products through insurance agencies in
Switzerland.
“The Connection Platform (new IT architecture) is a game-changer for Generali. The data streaming solution we
built with Attunity and Confluent allows us to replicate and stream data – not in hours or days as in the past, but in
a few seconds.”
Christian Nicoll, Director of Platform Engineering and Operations at Generali
USE CASE SUMMARY
Confluent recently helped Generali Switzerland overcome challenges to modernize and digitize their initiatives to
respond to increasing customer expectations and regulatory pressure within the Insurance industry.
The Confluent Platform enabled:
● Core data systems linked with new business applications and channels
● Empower IT teams to do their jobs faster and with higher efficiency
● Replicate their data and streaming times reduced from hours or days to just seconds
● Build and deploy a new enterprise-scale event-streaming platform
GENERALI RESOURCES TO USE WITH CUSTOMERS
● Use the Customer Win Story slide in your decks/presentations to provide more details into the Generali
use case.
● Share this Case Study with customers to showcase how Generali Switzerland was able to transform their
business through real-time streaming with Confluent.
● Share this Customer Video with customers to learn about Generali's story, the 3rd largest Insurance
company in the world. Confluent and Attunity have teamed to help customers modernize their data
centers by streaming data from over 40 sources, like mainframe data and traditional databases, to
Confluent.
● Share this On-Demand Webinar with customers to learn more about Real-Time Data Streaming in the
Insurance Industry.

7. Insurance Playbook
© 2020 Confluent, Inc. 7
Centene (Public)
Centene is a multi-line healthcare enterprise operating primarily in two segments: Medicaid managed care and specialty
services. The government services Medicaid managed care segment provides Medicaid and Medicaid-related health plan
coverage to individuals through government subsidized programs, including Medicaid, the State Children's Health Insurance
Program (SCHIP), and Supplemental Security Income (SSI).
“At Centene we’re realizing that if we’re ever going to hit our aggressive growth targets, we need to be really good at
M&A, and for that we need to have a solid platform for data migration and data integration. The name of the game
now is real-time data and having a microservices layer. If you look at all the things you really need in order to do a data
integration successfully, it has to be real-time. It has to be able to scale, and it has to be resilient and scalable, and
Apache Kafka offers us that.”
IT Manager, Centene
USE CASE SUMMARY
Centene is fundamentally modernizing its legacy monolithic systems to support distributed, real-time, event-driven
healthcare information processing. A key part of their architecture is the development of a universal eventing framework
designed to accommodate transformation into an event-driven architecture (EDA).
The business requirements within Centene's claims adjudication domain were solved leveraging the Kafka Streams DSL,
Confluent Platform, and MongoDB. See how Centene plans on leveraging this framework to change their culture from
batch processing to real-time stream processing here.
CENTENE RESOURCES TO USE WITH CUSTOMERS
● Share this On-Demand Webinar with customers to learn how Centene improved their ability to interact
and engage with healthcare providers in real time with MongoDB and Confluent Platform.

8. Insurance Playbook
© 2020 Confluent, Inc. 8
Humana (Private)
Humana Inc. is a managed health care company that markets and administers health insurance coverage and related services
for employer groups, individuals, and government-sponsored programs.
Humana will be presenting a keynote at Kafka Summit 2020. At that point, the story elements tied to that keynote will be
public. For now, please keep use case details marked as private.
“We are using Confluent and Kafka to create a hyper-connected, real-time data exchange for our members.”
Levi Bailey, Associate Vice President, Cloud Architecture
USE CASE SUMMARY
A top Health Insurance company was experiencing disruptions to their mail order fulfillment section within their
distribution centers as well as handling around 2 million claims a day. This caused delays in customers' prescription
orders.
Confluent partnered with their Pharma team to build all of their Pharmacy claims processing and regulatory reporting,
resulting in higher performance and improved customer experience.
Geico (Private)
GEICO, Government Employees Insurance Company, has been providing affordable auto insurance since 1936.
USE CASE SUMMARY
An American Auto Insurance company was using OS Kafka to integrate various systems into both their data lake and
their data warehouse. In the near future, Kafka (and Confluent Replicator) are being used to facilitate a bridge-to-
cloud strategy to help migrate applications to public cloud platforms reliably.
By implementing a streaming data system based on Confluent Platform, this P&C company will get use of an
industry leading support for the latest version of Apache Kafka® as well as support for all of Confluent’s
components. With these added features, they will benefit from not having to leverage in house tools as they look to
create a future-proofed Kubernetes, Microservices, & Kafka deployment.
Prospecting
There are a variety of activities, resources, and tools you can use in your PG efforts:
● Research: Go through Annual Reports and Quarterly earnings transcripts (Publicly Referenceable); key initiatives to
look for include specific Claims Processing technology, IoT, Centralized claims, etc.
● Set up LinkedIn Searches and Google Alerts with the following keywords:
● General: Fraud detection, Application Processing, Bill Processing, Portfolio Steering, Capacity optimization,
document systems, Healthcare Platform, Risk, Actuarial Analytics
● P&C: Guidewire (Claims Management Application - can integrate data and move in real-time), Applied Epic

9. Insurance Playbook
© 2020 Confluent, Inc. 9
Target the right customers
Key Personas
Title Cares About Key Questions
Business Intelligence, Analytics, Data
Science
Gaining a more complete and real-time
view of the business (claim processing,
transactions, customer activities)
What are your sources of data? How
often can that data be collected? How is
it processed?
Application Development, DevOps,
Engineering
Moving to a Microservices strategy,
developing apps that can operate in
real-time
Moving to an event-sourcing model for
app development? How important is it
for the app/system to react in real-time
to events?
IT Management, Infrastructure, CTO Cloud migration initiatives, offloading
mainframe legacy systems,
compatibility between business systems
(old and new)
What is your cloud strategy? How do
you plan to offload your legacy
mainframe systems?
Insurance Solutions on Confluent.io that outlines our vertical solution
Insurance Solution Brief 2-page overview of why Confluent is the Insurance industry’s on-ramp to innovation
Real-time Streaming in the Insurance Industry Video | Slides
Event Streaming in Property and Casualty Insurance Webinar highlighting on-prem and cloud-based outcomes for a Customer 360 use case
Generali Switzerland customer brief, Video, Slides
How to Build Real-Time Price Adjustments in Vehicle Insurance on Streams

10. Insurance Playbook
© 2020 Confluent, Inc. 10
Qualifying
As you reach out to customers, keep in mind some key sales strategies:
● Begin with the end in mind - ask discovery questions to complete MEDDPICC
● Find an entry point that addresses customer issues and pain points. Avoid leading with product conversation. Use the
Value Quadrant Template to develop your question strategy.
● Have a strategic Cloud conversation. Determine whether your customers have cloud strategies planned or in place.
Focus on discovering whether they have identified and solved the problem of managing across hybrid cloud
infrastructures.
Discovery Questions
Review the discovery questions aligned to the top three use cases to further qualify your prospects.
Customer Satisfaction
1. Walk me through the application you’re building today. How does it impact your customers' experience?
2. How are you building flexible commercial models that allow regulated and efficient collaboration?
3. What is the process for attracting and retaining customers through your digital offerings?
Operational Efficiency
1. Tell me about the process and technology you’re utilizing today. What issues have you run into with these?
2. How are you sharing information and data across your different lines of business?
3. How are you addressing personalized care and real-time communication to your customers?
Security and Regulatory Compliance
1. How are you identifying potential fraudulent activities in real-time?
2. How are you minimizing risk exposure on all your financial products?
3. Walk me through how you mitigate the risks that result from improper collection, handling, storage, and use of data.
How will you be able to manage these risks as you scale your business?
Customer Meeting
Sales Enablement is collaborating with subject matter experts to create a First Meeting Deck that will include industry specific
slides. When finalized, the deck will be added to the playbook. You can use the Confluent Platform 6.0 features for Insurance
Industry specific slide to share with prospects and customers of what CP 6.0 features they would see value in.
When meeting with executives, use the Health Care Executive Brief deck to provide an overview of how Apache Kafka and
Confluent can support their business initiatives.

11. Insurance Playbook
© 2020 Confluent, Inc. 11
Partners
Reach out to the Business Development team and get to know the Global System Integrators and Consulting Partners who focus
on Insurance solutions in your territory and accounts.
● Read the Blog – Real-Time GPS & Fleet Management with Confluent Cloud and MongoDB
Appendix - Additional Use Cases
We have additional Insurance customer use cases and snippets to use in your outreach and messaging strategy with prospects
and customers.
● AMER - Healthcare
● AMER - Life Insurance
● AMER - Property & Casualty
● EMEA - All
AMER - Healthcare
● CMS (Centers for Medicare and Medicaid Services) (Private)
○ Use cases: Citizen 360, stream processing
○ Customer Snippet: Using Confluent Platform, a federal agency within the U.S.
Department of Health and Human Services has faster access to insurance rates, is able to connect
beneficiary data, and helps make enrollment decisions quicker and easier for citizen approval.
● Kaiser Permanente (Private)
○ Use cases: Microservices, Legacy Modernization, Patient 360
○ Customer Snippet: An American Health care company was relying on MQ for batch
updates - creating a headache for member updates for access across different lines of business.
Using Confluent Platform, this health care company is able to track any/all membership updates in
real-time and create a better Patient experience.
● Humana (Private)
○ Use cases: Mainframe Augmentation (IBM MQ), Event Driven Microservices, Supply
Chain/Inventory Management
○ Customer Snippet: A top Health Insurance company was experiencing disruptions to
their mail order fulfillment section within their distribution centers as well as handling around 2
million claims a day. This caused delays in customers' prescription orders. Confluent partnered with
their Pharma team to build all of their Pharmacy claims processing and regulatory reporting,
resulting in higher performance and improved customer experience.

12. Insurance Playbook
© 2020 Confluent, Inc. 12
● Centene (Public)
○ Use cases: Mainframe Offload, claims processing
○ Customer Snippet: Centene adopted Confluent Platform to provide real-time
updates to providers on the status of their claim appeals and stream status updates for display on
the Centene Provider Portal instantly.
● Cambia Health Solutions (Private)
○ Use cases: Data Integration, Stream Processing
○ Customer Snippet: A nonprofit healthcare company leverages Confluent’s expertise
to move data from facets to Kafka for their new customer application.
AMER - Life Insurance
● Prudential Life Insurance (Private)
○ Use cases: Streaming Database ETL, Data Integration
○ Customer Snippet: Confluent helped a Global 500 and Fortune 500 Company
overcome challenges to connect existing and new technologies. By leveraging Confluent Platform,
their team is:
■ Better equipped to sell new offerings to Life and Annuities clients
■ Able to provide better service to clients enabling client satisfaction, retentions, and upsell
■ Able to capture business and/or data events from any source system across their solution
group
● USAA (Private)
○ Use cases: Microservices, Claims Adjudication, streaming
○ Customer Snippet: Confluent recently helped a Fortune 100 insurance company
overcome challenges around a legacy mainframe that limited their ability to support a microservices
architecture and monitor anomalies to detect fraud in real-time. The Confluent Platform enabled:
● Real-time insights into customer data
● Improved personalized customer experiences
● Accelerated business agility to meet increasing business demands
● Northwestern Mutual Life Insurance (Private)
○ Use cases: Cloud, Microservices
○ Customer Snippet: An American financial services organization leverages Confluent
Cloud for service requests and financial planning.
● Massachusetts Mutual Life Insurance (Private)
○ Use Cases: Data ingestion, IoT
○ Customer Snippet: We recently helped a Fortune 500 Life Insurance company
better understand the risk patterns their customer possesses by their pre-existing conditions,
certain behaviors, etc.
● Delaware Life Insurance (Private)
○ Use cases: Confluent Cloud (GCP), Mainframe Offload, Microservices

13. Insurance Playbook
© 2020 Confluent, Inc. 13
○ Customer Snippet: A life insurance company was looking to build a new platform
for an admin system where their policy lifecycle, issue policy, and agent commission to payout data
will be transferred from a third party system. With Confluent Cloud, they were able to:
■ Create an internal infrastructure with Kafka as the backbone infrastructure, moving off 3rd
party provider
■ Enable real-time analytics from the ground up
■ Have communication between the different microservices
AMER - Property & Casualty
● USAA - Sold only to Military Personnel (Private)
○ Use cases: Customer 360, Microservices, legacy modernization
○ Customer Snippet: Confluent recently helped a Fortune 100 insurance company
overcome challenges around a legacy mainframe that limited their ability to support a microservices
architecture and monitor anomalies to detect fraud in real-time. The Confluent Platform enabled:
● Real-time insights into customer data
● Improved personalized customer experiences
● Accelerated business agility to meet increasing business demands
● GEICO (Private)
○ Use cases: Microservices, Data Integration, Kubernetes
○ Customer Snippet: Confluent recently helped an American Auto Insurance company
overcome challenges around integrating their various systems into both their data lake and data
warehouse. Instead of having to build out a whole new set of tools to support Kafka, this company is
able to move to new cloud environments on Kubernetes and leverage Replicator, Schema Registry,
Operator, and REST Proxy to support their mission critical use cases.
● Liberty Mutual (Private)
○ Use cases: Data Integration, Legacy Modernization, Quote Administration
○ Customer Snippet: Legacy infrastructure limited a Fortune 100 global insurer's
agility to enhance customer experience. Confluent helped them leverage a centralized streaming
platform to achieve a 360 view of customer interactions, improve data integrations, and increase
scalability and flexibility of their mission-critical applications.
● State Farm (Private)
○ Use cases: Legacy Modernization, Data Integration, Kubernetes, Auto Driving data
analytics
○ Customer Snippet: A fortune 500 Property and Casualty (P&C) insurer was looking
to leverage Kafka for a legacy modernization initiative to decouple their monolithic systems of
record and allow fast-moving digital application teams to build new world-class products that
consume legacy information in a contemporary fashion. Using Confluent Platform, this insurance
company was able to:
■ Provide real-time telematics for their auto insurance saving application
■ Increase revenue for new policies for their Auto Policy
■ Decrease prices based on driving

14. Insurance Playbook
© 2020 Confluent, Inc. 14
● Nationwide Mutual Insurance Company (Private)
○ Use cases: Fraud Detection, Claims Adjudication, Stream Processing, IoT
○ Customer Snippet: A Fortune 100 company leverages the Confluent Platform to
capture Internet of Things (IoT) event data to monitor measurements from smart home devices. By
using Kafka as a message bus, they are able to increase effectiveness of Smart Home events
monitoring (water, fire, etc.), provide event streaming analytics from their website, and enhance the
customer’s experience.
EMEA - All
● Generali Switzerland (Public)
○ Use cases: Customer 360, stream processing, messaging
○ Customer Snippet: Confluent recently helped Generali Switzerland overcome
challenges to modernize and digitize their initiatives to respond to increasing customer expectations
and regulatory pressure within the insurance industry. The Confluent Platform enabled:
● Core data systems linked with new business applications and channels
● Empower IT teams to do their jobs faster and with higher efficiency
● Replicate their data and streaming times - reduced from hours or days to just seconds
● Build and deploy a new enterprise-scale event-streaming platform
● Covea Insurance UK (Private)
● Use cases: Confluent Cloud, IoT, real-time analytics
● Customer Snippet: A French mutual insurance company was looking to
ingest car sensor data from their partner to run analytics on with the intent of driving
behavior change and offering more personalised policies. Using Confluent Cloud, the
insurance company became data-driven and is now able to produce a real-time quote
engine.