In a conversation at the IISA conference, Colin Greenhill, CEO of SSP Worldwide, emphasised the evolving role of technology in insurance. He highlighted that SSP's goal is to make their technology "invisible" to customers, ensuring seamless and reliable service. Greenhill shared insights on the industry's shift from a technology-centric focus to prioritising customer experiences. He noted that while SSP supports innovation, the end goal is to empower insurers and brokers to deliver excellent customer service. This approach enables insurance providers to focus on their core mission of protecting and reassuring clients.