Investors look beyond e-commerce

Once the darling of foreign investors, e-tailers have seen a slump in funding activity

With e-commerce businesses losing steam, investors are increasingly looking at opportunities in start-ups in areas other than online retailing. The fresh investments in instant messaging application Hike and buyout of digital advertising firm Media.net are just two of the many such instances of this trend.

According to several industry experts and investors, the sentiment is high for ventures in the fintech, data analytics, B2B commerce and artificial intelligence sectors.

About 44 per cent of investments this year has gone into the fintech space.

Past glory

In 2013-14 e-commerce was the hottest property, with the sector grabbing about 23 per cent of the total $5.2-billion funding in about 300 deals. Of all the funding that came into the e-commerce sector, about 95 per cent went to Flipkart and Snapdeal.

However, things have changed, and investors are pumping in smaller amounts in more number of companies. In 2015, funding further increased to $9 billion in about 1,005 deals, as per various industry reports. New sectors that emerged during this period were transportation, mobile-tech, ad-tech, fintech and food-tech.

Recent examples of non-e-commerce investments include Warburg Pincus investing $125 million in logistics start-up Stellar Value Chain, Creation Investment investing $25 million in fintech start-up Capital Float and Sequoia pumping in Rs. 100 crore in health-tech venture 1mg

Once the darling of foreign investors, e-commerce ventures (Flipkart, Snapdeal, Myntra, Zomato, among several others) have seen a slump in the funding activity in the last 12-18 months due to issues around poor revenue growth, high cash-burn, valuation game, and their inability to generate profits and create a sustainable business. This year also saw the highest number of e-commerce ventures downing their shutters (Peppertap, TinyOwl), which is also a major reason for investors looking away from such ventures and focusing on start-ups with innovative solutions.

As per a recent Tracxn data, about 50 start-ups will soon enter the Unicorn club ($1-billion valuation) in the next few months, and of this only 10 are e-commerce players with the rest being from sectors such as fintech, analytics, health-tech and logistics.

Apoorv Ranjan Sharma, co-founder and President, Venture Catalysts, is of the view that the e-commerce sector was over-funded.

He said that at least 14 established players in India are in either the consolidation or the restructuring phase.

“They are only few investments happening in e-commerce; only when there is a technology twist to it as there is a need of massive differentiators. Most of the players have weak revenue models.”

A mature market

Serial investor Sanjay Mehta said the e-commerce market is already maturing and hence there is little scope for investors to get an upside on these investments. Between 2005 and 2015, he said, the number of e-commerce venturesdoubled and just 2-3 companies attained their pole positions, thus leaving little scope for investors to look at those ventures.

Mehta said the trend of investing in non-e-commerce start-ups began mid last year. 2015 saw a record $4.8-billion investment by VC funds in India, including $2.9 billion in e-commerce and technology businesses; but this year is all about start-ups with strong revenue models and high returns.

Harish HV, Partner at tax and advisory firm Grant Thornton, is of the view that the whole investment process is cyclic and that investors will keep at innovative companies with differentiators. He said it is too early to say that e-commerce will not bounce back.

     RECENT INVESTMENTS IN NON-E-COMM FIRMS

• Xiaomi invested $25 million in ad-tech venture Hungama Digital
• Bertelsmann India invested $32 million in Lendingkart
• Mobile wallet Mobikwik raised $50 million from Japanese and Taiwanese corporate firms
• Ford invested $25 million in self-driving car-rental start-up ZoomCar
• Online loan facilitator Rubique raised $3 million in series A round from Kalaari Capital
• Automobile platform Droom received $29 million from Silicon Valley investors
• Payment wallet TranServ raised about Rs. 100 crore from investors led by Micromax Informatics and IDFC Asset Management Co

How fintech can lift the insurance sector

New technologies and e-commerce platforms are set to gladden the customers as well as the insurers

The Insurance Regulatory and Development Authority of India (Irdai) came out with draft regulations for insurance e-commerce in June. Irdai hopes to lower the cost of transacting insurance business, and improve efficiencies and reach through these norms. E-commerce is also seen as an effective medium to improve financial inclusion in a cost-efficient manner, the draft said.

The regulator has proposed these norms in the wake of many startups trying to bring in digital innovation in the insurance sector. These measures gain importance as insurance penetration in the country is less than the global average, said the Irdai’s annual report for 2014-15.

Fintech in insurance

According to a PricewaterhouseCoopers (PwC) global survey in June, How InsurTech is reshaping insurance, for the insurers, cost reduction is the most significant gain from fintech. “A move towards cloud-based platforms means not only lower up-front costs, but also smaller ongoing infrastructure spending. Only this innovation, when compared to mainframe-based technologies, could reduce costs up to 10-fold,” the survey said. It also added that disintermediation, self-servicing and automation of core insurance functions will lead to further savings for insurers.

Experts also believe that digital innovations have to be first about operational improvement, which will then translate into better experiences for consumers. “Whether we like it or not, the general understanding of the word digital is online selling. What we need to understand is that this element is only a subset of the digital ecosystem,” said Anuraag Sunder, director, PwC.

The use of technology aims at employing existing as well as new data, analysing it, using artificial intelligence and machine learning to understand customer problems and reach a solution.

“Data has really not been a strong point of the Indian industry, and that holds true across sectors, not just insurance. From that perspective, insurance sector has recognised this issue and there has been movement,” Sunder said.

Online platforms enable capture and storage of rich, reliable and insightful consumer data that can be leveraged in the future to customise underwriting for individual customers, based on past history, said Balachander Sekhar, founder and chief executive officer, RenewBuy, a fintech startup focussed on motor insurance. Digital is all about business improvement, it is not about making things look pretty, Sunder said. “Customer ease, or solving the customers’ problem is the most important element in this entire journey. Digital would not have happened otherwise.”

Consumers often complain about lack of understanding and transparency while buying insurance. Fintech can help here. “Insurance contracts are defined using legal language. They contain exclusions and limitations to protect insurers, but are difficult to understand by the consumer. The traditional agent’s job was to explain this to the consumer but this does not always happen... we are trying to fill the gap by using a mix of technology and in-house experts,” said Anand Prabhudesai, co-founder, Turtlemint.com, an online insurance aggregator.

Lack of compliance

Non-compliance is a major concern in segments like motor insurance, where insurance is mandatory. Sekhar said the category sees large drop-outs. About 80% two-wheelers and 25% of cars are uninsured despite it being mandatory. This happens mainly due to lack of reach and distributor interest in pursuing small-ticket premiums, he said.

“Consumer surveys show that while most consumers want to insure their bikes, they are currently clueless about where to find an insurance agent or insurance branch office to get this done,” Sekhar added.

Pricing of insurance and the commission an agent earns are also factors in the widespread non-compliance in motor insurance. “Unlike more lucrative segments like life insurance, where commissions are high, a typical bike insurance policy premium is as low at Rs.1,000 and the agent may earn only Rs.50 to Rs.75 a policy. On top of that, the paperwork and process are cumbersome,” Sekhar said.

Fintech helps customers

While fintech may look like it benefits only the insurers—with benefits like operational improvement—industry insiders also expect these changes to benefit the customers. Fintech is making insurance buying a lot quicker and simpler than the traditional platforms.

“Today, technology allows one to make a quick comparison within seconds and understand the nuances that affect the premium or quality of services. Smart algorithms and clean user interface... allow a user to buy the best-fit insurance for her needs confidently in the least time,” said Jaimit Doshi, chief marketing officer, Coverfox.com, an Irdai-licensed broker. “It also makes managing the policy a lot easier. One can literally buy a policy within 3 minutes without any tedious paperwork,” he said.

According to the Irdai annual report, the penetration of life insurance in the country is slightly more than 2% of the total population and it has been less than 1% for non-life insurance for many years. The report also states that just 2% of total policies sold and 1% of the premium paid were from online channels.

“With mobile and Web technology, consumers across tier 2, 3 and 4 cities and rural India will have access to multiple insurers and transparent prices,” Sekhar said. Apart from reducing the cost of delivering the policy, and cutting down the branch network, online insurance selling also delivers transparent information to consumers.

“Using technology and the internet will allow for custom-pricing mechanisms and ability to sell long-tail products (when gap between filing a claim and its settlement is long), something both insurers and regulator should consider while creating product frameworks. Currently, most products are designed for leading channels like agency and bancassurance, which get adapted for internet sales,” he said.

What’s next

Doshi said low internet penetration in India, and even access to online banking are an impediment. “India is a promising and growing internet market. But currently the penetration level is abysmally low,” he said. However, things are improving. “According to a Boston Consulting Group (BCG)-Google report, by 2020 every three in four policy purchases will be influenced by the digital channel,” he said.

As internet penetration in rural areas improves, the market for these startups will expand. By 2020, about 315 million Indians in rural areas will be connected to the internet, compared to around 120 million at present, according to a study by BCG: The Rising Connected Consumer in Rural India.

Technology has given a boost to several sectors like e-commerce. However, Doshi said unlike in e-commerce, the current regulations do not allow discounts when selling insurance.

According to the draft regulations, insurers will be allowed to have differential pricing for products sold through insurance self-network platforms.

The new regulations could also do away with tedious processes such as physical signatures, by bringing in digital signatures and other authentication methods like one-time passwords.

The insurance regulator has laid down the infrastructure for digital sale of insurance, which is definitely a step in the right direction. This combined with a host of fintech startups in the industry could increase insurance penetration, while also easing the processes for consumers.