By Nathan Golia
Insurers Return to Text Messages for Customer Interaction. They’re not as flashy as apps, but text messages gets the job done quickly and easily for insurance companies.

Smartphone apps are hot in insurance and elsewhere. But simple text messaging is still one of the most popular uses of mobile phones. Young adults are sending an average of 109.5 text messages per day, Time reported in 2011.

Some insurance companies are trying to insert themselves into that flow and take advantage of consumers’ proclivity for texting. Customers of Direct Insurance “overindex” into mobile, says company chief actuary Brian Hanrahan. The company recently introduced a way for customers to pay their insurance premiums by text, as part of an overall push to be more “omnichannel” in its customer interaction strategy. (Direct’s new kiosks make it possible to buy insurance or pay a bill).