This article was produced with Crawford & Company.
Gia Snape of Insurance Business sat down with Andrew Bart, chief executive officer of Crawford International Operations, to discuss how Crawford & Company is leveraging artificial intelligence (AI) and other technologies to enhance claims while maintaining a human-centric approach.
The insurance industry is not immune to the rapid shift in customer expectations. Customers, regardless of the service industry or business, expect to be dealt with on their terms – when it suits them, and with the flexibility to choose how they engage.
Crawford & Company is responding to these challenges by embracing flexibility and technology, tailoring their services to meet evolving demands. The global claims management firm is adopting a multi-channel approach to engagement, according to Andrew Bart (pictured), chief executive officer of Crawford International Operations.
“To stay ahead, we’ve evolved our strategy to develop deeper insights by leveraging customer metrics, market trends, and advanced data analytics,” Bart said. “This integrates the customer experience at every level of our operations. Strong customer outcomes remain at the heart of every business decision we make.”
When it comes to AI and generative AI, Crawford is taking a measured and responsible approach to leveraging these innovations in the claims process.
For Bart, AI holds immense potential for transformation, but the challenge lies in harnessing this potential responsibly, so that that AI applications remain legal and ethical, augmenting human capabilities rather than replacing them.
Crawford is using AI to evaluate the adequacy of information received during the first notification of loss, enabling quicker claim advancement and more effective triaging. It recently launched Turvi, a new insurtech company offering Software as a Service (SaaS) solutions leveraging AI to enhance the property and casualty claims ecosystem.
Read next: The 20 Best Insurtech companies in the UK
Turvi’s SaaS products integrate artificial intelligence and automation to streamline claims processing, accelerate estimating capabilities, simplify coverage reviews, and improve the overall customer experience. Initially developed for Crawford’s clients, Bart said the Turvi suite is now available to the broader claims industry.
“The goal is to settle claims as quickly and fairly as possible without removing the human element,” said Bart. “There’s a misconception that AI’s purpose is to eliminate jobs; we firmly reject that notion. Instead, we see AI as a tool to enhance human capabilities, allowing our teams to focus on high-value, skilled tasks rather than administrative or routine processes. This approach keeps people at the core of delivering exceptional service.”
Turvi and other investments are part of Crawford’s response to broader changes in the claims landscape, such as claims inflation and the rapid adoption of AI in other sectors, which have created heightened expectations for service efficiency.
While technology is a crucial enabler, the external environment also adds layers of complexity. The frequency of extreme weather events, for example, is on the rise, disrupting communities and causing emotional and financial distress.
Crawford has focused on addressing these challenges head-on, restoring lives and businesses as quickly as possible. Recent catastrophe events in Spain, alongside typhoons in Asia, serve as stark examples of how rapidly resources need to be deployed.
“The speed with which we’ve been able to respond, the resources that a business like Crawford can bring helps to address some of those customer expectations,” said Bart.
At the same time, Bart was candid about the rapid pace of technological change, and how Crawford decides where to place strategic investments.
“You can’t do everything,” he said. “Fortunately, we have access to highly skilled internal teams who guide our decision-making and execution. Their expertise ensures that what we develop is not only market-relevant but also aligned with real customer needs, delivering meaningful value.”
Turvi’s recent launch is only the start of things to come, as Bart revealed that the insurtech is working on “several innovative projects.” One recent example of progress is the launch of Crawford Coverage AI.
The AI solution helps adjusters extract critical information from insurance policies to make coverage determinations more efficiently. This "co-piloting" approach, Bart said, aims to enhance the human expertise and customer experience.
“At Crawford, we pride ourselves on a long-standing history of payments expertise and a commitment to continuous learning,” said Bart. “Customized technology solutions have been at the core of how we address industry challenges.
“However, technology alone isn’t the goal—it’s merely a tool. The true focus lies in applying technology where it creates the most value.”
Maintaining the human element is crucial, as Crawford believes the expertise, empathy and personal touch of their adjusters remain integral to providing quality claims service, especially for complex or emotionally charged situations, said Bart.
"Like many professional services businesses, we’re wrestling with how to foster an environment where people feel engaged and involved. That’s why we’re increasingly encouraging physical training, bringing people together to run classes.”
For Bart, it’s not just about offering technical training; it’s about creating opportunities for people to have “water-cooler-type” discussions and to learn from one another. “That sense of engagement is just as critical,” he said.
Training and development have become pivotal in this equation. The Crawford Academy, alongside other initiatives, equips employees with technical capabilities to navigate a rapidly changing industry.
Virtual reality training is one such innovation, enabling adjusters to virtually walk through a burned-out building or a water damage claim and learn as they go. According to Bart, this type of training also allows them to get real-time advice from peers who might not be on-site, making it not only a training tool but a collaborative mechanism.
Finally, mentorship also plays a key role in workforce development. At Crawford, teams are encouraged to blend experienced adjusters with younger professionals who bring fresh perspectives.
"Our major loss teams combine seasoned adjusters mentoring newer adjusters who bring their own skills to the table,” Bart said. “Each learns from the other."
Ultimately, nurturing the human side of their business also plays a huge part in Crawford’s growth as a global leader in claims management.
"We firmly believe that the expertise and empathy a human adjuster brings will always remain integral when a policyholder is in need," Bart explained. "Whether it’s in a commercial setting or a household environment, people matter. It’s essential to bring a human element to handling claims."