Jump straight to the InsurTech Trust Survey
Toronto, ON (Sept. 15, 2025) – “What do you mean, they don’t trust us?” A study conducted by TrustRadius in 2018 found that only “36% of B2B buyers believe they got the full picture from their vendor.”[1] And yet, 85% of vendors said they were open and honest about their software’s capabilities during the sales process. (The fact that 15% of vendors self-reported to not being open and honest is intriguing, but for another conversation.)
Now, there’s always a chance that something gets lost in translation between “our technology does this” and “this is what I expected the technology to do”. The more complex the system, the greater the chance for misaligned expectations.
But the delta between 36% and 85%? This is kind of hard to explain away, constituting what’s known as “the trust gap”.
- TAKE THE SURVEY (now closed)
In his article “Defining Evolution,” Adam Mitchell touched on this. He writes, “As an industry, I wish we were better at producing white papers that either validate or disprove technology vendor claims and gather peer reviews. These could provide clarity for everyone about what they’re purchasing and whether it actually improves processes, increases productivity, lowers costs or generates revenue.”[2]
What I want to know is: how do you feel about the insurtech vendors you work with and the systems you use? Is there a trust gap?
Share your voice. The following survey is designed to measure your level of trust with insurtech in general. It is anonymous and results will be aggregated. If you use insurtech in your daily work, or have been part of a decision to buy it, this survey is for you. It should take you no more than 5 minutes to complete.
Take the survey here: TAKE THE SURVEY (now closed).
Notes
1. John Ellett, “B2B Buyers Don’t Trust Vendors–And That Is A Huge Opportunity For Marketers” (Forbes; October 10, 2018).
2. Adam Mitchell, “Defining Evolution” (Canadian Underwriter, April/May 2025).
About the Author
Steve Pieroway is a leader at the intersection of revenue, marketing, branding, and overall operations. He advises, consults and works fractionally with B2B tech and professional service firms looking to grow their businesses. Prior to founding Benevolent Marketing, Steve held executive positions with Policy Works and Applied Systems.
About Benevolent Marketing
Benevolent Marketing is a B2B consulting firm that helps tech companies and professional service firms grow their business. Why the name ‘Benevolent’? It is a key component of trust. Experts lean hard on expertise. Customers want to know they aren’t getting taken advantage of. That’s where benevolence comes in. For more information, visit benevolentmarketing.com.
Source: Benevolent Marketing
Tags: Benevolent Marketing, InsurTech, protection gap
