DIGITAL INSURANCE AND INSURTECH: A NEW ERA OF INSURANCE SERVICES

Abstract The article explores the contemporary transformations in the insurance sector driven by digital technologies, with a particular focus on the development of the InsurTech domain. Key innovative solutions that are reshaping traditional approaches to insurance business operations are analyzed, including process automation, enhancement of service models, and improved customer orientation. Special attention is given to the analysis of international experience in the implementation of InsurTech solutions as a source of potential adaptation models for the Ukrainian insurance market. The study identifies current challenges accompanying the digital transformation of insurance and offers recommendations for the implementation of effective international practices within the domestic context.