The world of small business insurance has always been riddled with hoops to jump through. Instead of spending valuable time growing their businesses, entrepreneurs are forced to waste time on the arduous process of finding insurance. In many cases, these people end up just purchasing a policy to be done instead of being confident that they made the right decision for their business.

Next Insurance is on a mission to reinvent insurance for small business, and it centers around updating the customer experience. When Next Insurance entered the market two years ago, it realized that the insurance experience was universally unpleasant across all small business industries. According to COO Sofya Pogreb, there was lots of room for improvement.

One of the biggest paint points was simply the amount of time the entire insurance-buying process took. Oftentimes, small business owners only had a few days before they needed to have a policy in place, but it took weeks of dense paperwork to make a purchase.

Next Insurance turned that on its head by removing most of the humans from the application process and leveraging AI and machine learning technology. As Pogreb said, the vast majority of customers don’t actually want to talk with a human if they can have a better experience working with a machine. Instead of weeks of paperwork, most Next Insurance customers can buy a policy in 5 to 10 minutes, and 93% of them never talk to a human. The company has agents available for customers who prefer human interaction, but the vast majority of customers simply want speed and accuracy, which is provided with the the help of strong AI algorithms.

One of the biggest holdups for traditional insurance companies is the fragmentation of the value chain. The agents interacting with the customers might not understand their small business industry, and the data of what customers want and need isn’t getting to the back end and product development. Without a flow of data, the product and customer experience aren’t optimized to best meet the needs of customers.

Insurance essentially comes down to three main decisions: the underwriting decision, or if a company will sell insurance to a customer; the rating decision of how much the policy will cost; and the claims adjudication decision, which decides if the claim is covered and for how much. Traditional insurance companies use humans for each of these decisions, which is often why things take so long, instead of using data to make the process more efficient.

Next Insurance enables data to move through entire entire value chain to better understand the customer. Data is updated in real-time so product developers and those focused on customer acquisition can know what is and isn’t working with customers on everything from pricing to coverage.

Next Insurance is also leading the charge in how it handles claims, which Pogreb calls the moment of truth in insurance. One of the biggest frustrations for customers filing a claim, only to realize that their policy doesn’t actually cover what they thought it did. Next Insurance focused on transparency with customers so that they know from the beginning what is and isn’t covered.

According to Pogreb, there’s a revolution coming to the insurance industry in customer experience and product quality. Next Insurance and a growing wave of insurtech startups are leading the charge, but soon all companies will have to transform their customer experience and product offerings.