Insurance / InsurTech Events
Insurance products have a distinctive lifecycle: users rarely interact daily, but the moments that matter — quoting, binding a policy, filing a claim, and renewal — are high-stakes touchpoints that define retention and lifetime value. A structured event taxonomy lets you optimise the quote-to-bind funnel, reduce claims friction, and automate renewal and cross-sell campaigns that expand coverage at precisely the right time.
Acquire
Section titled “Acquire”Events capturing the quoting funnel — from initial interest through comparison to expiry.
| Event Name | Key Properties | Volume | Description |
|---|---|---|---|
lead.captured | source, campaign_id, product_line | High | Marketing lead collected from landing page, aggregator, or partner |
quote.requested | product_type, coverage_type, channel | High | User requests an insurance quote |
quote.generated | quote_id, product_type, premium_cents, coverage_amount | High | System generates a quote with pricing |
quote.viewed | quote_id, view_duration_ms, device_type | High | User views a generated quote |
quote.compared | quote_ids, comparison_count, product_type | Medium | User compares multiple quotes side by side |
quote.shared | quote_id, share_method, recipient_type | Low | User shares a quote with a spouse, partner, or advisor |
quote.expired | quote_id, days_since_generated, product_type | Medium | Quote passes its validity window without conversion |
Activate
Section titled “Activate”Application, underwriting, and policy issuance events — the path from quote to bound policy.
| Event Name | Key Properties | Volume | Description |
|---|---|---|---|
application.started | quote_id, product_type, channel | High | User begins a policy application |
application.step_completed | step_name, step_number, total_steps | High | User completes a step in the multi-step application |
application.submitted | application_id, product_type, quote_id | Medium | Application submitted for underwriting |
application.document_uploaded | document_type, application_id, file_format | Medium | User uploads a required document (medical records, photos, etc.) |
underwriting.started | application_id, underwriting_type, risk_tier | Medium | Underwriting process begins for an application |
underwriting.completed | application_id, decision, risk_score, conditions | Medium | Underwriting decision rendered (approved, declined, conditional) |
policy.issued | policy_id, product_type, premium_cents, coverage_amount, effective_date | Medium | Policy bound and issued to the customer |
policy.document_generated | policy_id, document_type, format | Medium | Policy document (certificate, schedule) generated |
Engage / Claims
Section titled “Engage / Claims”Policy servicing and claims processing events — the moments that define customer trust.
| Event Name | Key Properties | Volume | Description |
|---|---|---|---|
policy.viewed | policy_id, section_viewed, device_type | Medium | User views their policy details |
policy.document_downloaded | policy_id, document_type | Low | User downloads a policy document |
claim.initiated | policy_id, claim_type, incident_date, channel | Medium | User starts a new insurance claim |
claim.document_uploaded | claim_id, document_type, file_count | Medium | User uploads supporting evidence for a claim |
claim.assessed | claim_id, assessor_type, estimated_amount_cents | Low | Claim assessed by adjuster or automated system |
claim.approved | claim_id, approved_amount_cents, processing_days | Low | Claim approved for payment |
claim.denied | claim_id, denial_reason, appeal_eligible | Low | Claim denied with reason |
claim.payment_issued | claim_id, amount_cents, payment_method | Low | Claim payment disbursed to customer |
claim.closed | claim_id, resolution, total_paid_cents, days_to_close | Low | Claim fully resolved and closed |
coverage.change_requested | policy_id, change_type, requested_value | Low | User requests a change to their coverage |
coverage.change_applied | policy_id, change_type, premium_delta_cents | Low | Coverage change applied to policy |
Monetise
Section titled “Monetise”Renewal, retention, and cross-sell events that drive lifetime value.
| Event Name | Key Properties | Volume | Description |
|---|---|---|---|
policy.renewed | policy_id, renewal_premium_cents, term_number | Medium | Policy renewed for a new term |
policy.renewal_reminder_sent | policy_id, days_until_expiry, channel | Medium | Renewal reminder sent to customer |
policy.lapsed | policy_id, lapse_reason, days_past_expiry | Low | Policy lapsed due to non-renewal or non-payment |
policy.reinstated | policy_id, reinstatement_fee_cents, gap_days | Low | Lapsed policy reinstated by customer |
premium.payment_completed | policy_id, amount_cents, payment_method, period | High | Premium payment processed successfully |
premium.payment_failed | policy_id, amount_cents, failure_reason | Low | Premium payment failed |
cross_sell.offer_presented | source_policy_id, offered_product, channel, trigger | Medium | Cross-sell offer shown to customer (e.g., auto to home) |
cross_sell.offer_accepted | source_policy_id, accepted_product, quote_id | Low | Customer accepts a cross-sell offer |
bundle.created | policy_ids, bundle_discount_pct, total_premium_cents | Low | Customer bundles multiple policies for a discount |
Advocate
Section titled “Advocate”Referral and feedback events.
| Event Name | Key Properties | Volume | Description |
|---|---|---|---|
referral.link_shared | channel, program_id, share_method | Low | Customer shares their referral link |
referral.converted | referrer_id, referred_id, reward_type, product_line | Low | Referred user binds a policy |
nps.responded | score, feedback_text, policy_type, touchpoint | Low | Customer responds to NPS survey |
Customer Journey
Section titled “Customer Journey”Getting Started — Top Events to Track First
Section titled “Getting Started — Top Events to Track First”Start with these high-impact events before expanding to the full taxonomy.
// 1. Quote requestedgrowthos.track('quote.requested', { product_type: 'auto', coverage_type: 'comprehensive', channel: 'web',});
// 2. Quote generatedgrowthos.track('quote.generated', { quote_id: 'qt_abc123', product_type: 'auto', premium_cents: 85000, coverage_amount: 50000000,});
// 3. Application submittedgrowthos.track('application.submitted', { application_id: 'app_xyz789', product_type: 'auto', quote_id: 'qt_abc123',});
// 4. Policy issuedgrowthos.track('policy.issued', { policy_id: 'pol_def456', product_type: 'auto', premium_cents: 85000, coverage_amount: 50000000, effective_date: '2025-07-01',});
// 5. Claim initiatedgrowthos.track('claim.initiated', { policy_id: 'pol_def456', claim_type: 'collision', incident_date: '2025-08-15', channel: 'mobile_app',});
// 6. Premium paymentgrowthos.track('premium.payment_completed', { policy_id: 'pol_def456', amount_cents: 7083, payment_method: 'autopay', period: 'monthly',});
// 7. Policy renewedgrowthos.track('policy.renewed', { policy_id: 'pol_def456', renewal_premium_cents: 82000, term_number: 2,});
// 8. Cross-sell offergrowthos.track('cross_sell.offer_presented', { source_policy_id: 'pol_def456', offered_product: 'home', channel: 'email', trigger: 'post_renewal',}); Event Schema & Taxonomy See the canonical event envelope, naming conventions, and system events.