Information is one of the main sources of new revenue generation as it draws a distinction between competitors (new and traditional) and provides for the development of products with a sustainable customisation/risk ratio. The possibility of personalisation is what enables a better customer experience, the result of which can be translated into increased customer loyalty and customer bonding, plus the ability to innovate customer communication channels. To improve customer management and implement this customer-centric vision in the insurance sector, we rely on AI models, business insights and new communication channels