Interview with our new community Vice-Chairman: Moving from 'repair and replace' to 'predict and prevent'
An interview with Javier Campos, newly appointed Vice-Chairman of the Insurance & Embedded Insurance Community, on building future-ready insurers, scaling innovation, and the role of co-creation in shaping the industry’s future.
In partnership with
Santalucía Seguros
The insurance industry is undergoing a fundamental shift - from traditional, transactional models to more proactive, ecosystem-driven approaches powered by AI and real-time data. As insurers rethink how they create value, the ability to adapt, collaborate, and innovate at speed is becoming critical.
In this interview, Javier Campos, Director of Digital Business, Direct Sales and Alliances and recently appointed Vice-Chairman of the Insurance & Embedded Insurance Community, shares his perspective on what it takes to stay relevant in this evolving landscape. Drawing on his experience across innovation and business strategy, he explores the rise of embedded insurance, the importance of data and ecosystems, and why co-creation will be key to solving industry-wide challenges.
The insurance landscape is evolving at an unprecedented pace. In your view, what is the single biggest "disruptor" that insurers must embrace today to remain relevant by 2030?
I would say, and this is obvious, the AI impact on the insurance industry and business and operational model. One good example might be the shift from "repair and replace" to "predict and prevent" through real-time IoT and AI, so insurers must move beyond transactional indemnity to become proactive risk-mitigation partners integrated into the customer’s daily life.
Adaptability is no longer an option but a necessity. What does a "future-ready" insurance organization look like from your perspective?
A future-ready insurer combines a modular, cloud-native tech stack with a "life-stage" business model. Being close to people and caring for them throughout their entire lives has been Santalucía’s guiding purpose since its foundation in 1922; across the different stages of our history, people—their care and protection—have been the axis guiding every decision and every action of the company. Anchored in this purpose, beyond IT agility, it masters "insurance-as-a-service," shifting from selling static policies to capturing recurring value through embedded ecosystems and diversified, non-risk revenue streams.
Embedded insurance is reshaping distribution. With your experience in innovation strategy, how do you see this model changing the way insurers build trust with customers in non-traditional environments?
It shifts trust from the brand to the relevance of the context. By delivering protection at the precise point of sale, we remove friction and cognitive load, transforming insurance into a seamless feature of a trusted third-party customer journey.
What is the most critical lesson you’ve learned when scaling digital ecosystems or new insurance products within a well-established company?
The realization that ecosystems are a "flywheel" of data, not just a sales channel. Success depends on mastering data orchestration and ensuring that API connectivity is backed by a cultural readiness to share control with external partners.
We at Qorus are moving toward a "member-driven" model where the community is built by members for members. Why do you believe co-creation is more effective than traditional approaches when solving industry-wide challenges—and how important is it for peers to have a neutral space like Qorus to share best practices and successful solutions?
In an era of exponential complexity, no single entity holds all the answers; co-creation transforms individual expertise into collective resilience. By moving beyond traditional silos, we can standardize frameworks and accelerate innovation at a pace that is impossible to achieve in isolation. Qorus provides the essential “'trust-anchor”'—a neutral, pre-competitive space where peers can exchange proven solutions and failures alike. This collaborative spirit ensures that we don't just solve problems for our respective companies, but we actively shape a more robust and customer-centric future for the entire financial ecosystem.
How has being part of a global network of peers influenced your own strategic thinking and the way you approach innovation?
Being part of this global network has been transformative, acting as a continuous “'strategic compass”' that allows me to challenge internal assumptions against diverse market realities. It provides a unique window into high-growth regions, offering new ideas that inspires more creative problem-solving. Beyond simple networking, it’s about leveraging collective experience: seeing how peers have navigated similar hurdles allows us to adopt proven innovation frameworks while avoiding known pitfalls, ensuring our strategic bets are both bold and validated by global benchmarks.
As the new Vice-Chairman of the Insurance & Embedded Insurance Community, what is the one main goal or “‘legacy”’ you hope to help shape within this group during your first year?
My main goal is to make this community a practical space for real collaboration, where we tackle our common challenges through open debate. I want to strengthen our network so that every member can exchange honest experiences and find the right partners to turn the potential of embedded insurance into real growth.
We’re excited to have Javier in this new role and look forward to building a strong and impactful collaboration together and shape the future of the community together.
Insurance & Embedded Insurance community
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