Among the topics gaining traction are the use of Generative Artificial Intelligence to enhance service personalization, and the arrival of the new version of the SRO (Operations Registration System), which promises to raise the standards of governance, transparency, and automation in insurance market operations.
Among the topics gaining traction are the use of Generative Artificial Intelligence to enhance service personalization, and the arrival of the new version of the SRO (Operations Registration System), which promises to raise the standards of governance, transparency, and automation in insurance market operations.
With the completion of the core implementations of Open Insurance in Brazil, the insurance ecosystem is moving into a new phase, marked by technological maturity, greater integration between platforms, and significant gains in operational efficiency.
“The consolidation of the first regulatory phases and the progress in standardizing data sharing create fertile ground for innovations that should redefine the consumer experience and how insurers connect to other players in the open financial system,” says Tiago Messa, Product Manager at Sensedia, a leading global company in APIs and integration solutions.
According to the Insurance Market Development Plan (PDMS), prepared by the National Confederation of General Insurance, Private Pension and Life Insurance, Supplementary Health and Capitalization Companies (CNseg), the goal is ambitious: to make the insurance sector represent 10% of the Brazilian GDP by 2030.
According to CNseg, to sustain this growth and keep up with the regulatory requirements of Open Insurance, insurers invested R$$19.6 billion in innovation last year.
The amount encompasses initiatives focused on process digitization, product customization, technological integration, and adaptation to the new rules of SUSEP (Superintendence of Private Insurance). These investments are consolidating an environment conducive to the emergence of more agile, interoperable, and customer-centric solutions.
In this context of transformation and expansion, Sensedia points out the main trends and challenges that should shape the sector until 2026.
Generative AI and Analytics: Data Quality Becomes the New Competitive Differentiator
The main technological bet for the Open Insurance ecosystem in 2026 lies in the convergence between Artificial Intelligence (AI) and Analytics. With the evolution of open and interoperable data platforms, insurers are beginning to see value in solutions that combine automation, machine learning, and predictive analytics to improve customer experience and operational efficiency.
The spread of Generative AI opens up opportunities for more sophisticated applications, such as chatbots capable of interacting with natural language, personalized coverage recommendation systems, and digital journeys with embedded AI. However, experts warn that the success of these initiatives depends directly on the quality and standardization of the data.
“Generative AI is only powerful if the database is standardized, reliable, and interoperable. Incomplete or inconsistent data can generate biased responses and amplify operational noise, compromising the reliability of the analyses,” explains Tiago.
“"In 2026, the competitive advantage will not simply be using AI, but rather having data that AI can use safely, contextually, and with integrity," he adds.
The new SRO v3 presents integration and compliance challenges.
Scheduled to come into effect in 2026, the new version of the Operations Registration System (SRO v3) represents one of the biggest recent regulatory challenges for the sector. The updated regulation will impact 343 companies authorized by Susep — a much larger universe than that of Open Insurance itself.
Insurance companies, especially those already operating within the open ecosystem, will need to adapt their systems, validate layouts, and ensure full approval for submitting information to Susep within the stipulated deadlines.
In this context, integration via APIs and the adoption of an API-first architecture become fundamental pillars for ensuring efficiency and compliance.
“APIs are the link between efficient operation and automated compliance, as they connect insurers' internal systems to regulatory environments and market partners in a standardized, scalable, and auditable way. The use of API Management platforms and iPaaS (Integration Platform as a Service) solutions allows for reduced development and maintenance costs, centralized security policies, and optimized data governance,” highlights Tiago.
Strategic Partnership
With a consolidated track record as a strategic partner of Open Insurance, Sensedia has been supporting the country's leading insurance companies in adapting to the requirements of the SRO and transforming data into a competitive advantage.
“"Our competitive advantage lies in our deep regulatory knowledge combined with the technical expertise of our engineering teams," says Tiago.
The company acts as a technological intermediary between the legacy systems of insurance companies and registrars, such as B3, through its iPaaS platform. The solution is responsible for converting heterogeneous data into standardized formats, sending them continuously and securely to the SRO, which accelerates the approval process and ensures compliance with regulatory deadlines.
By 2026, Sensedia's focus is to consolidate Open Insurance in Brazil and expand its contribution to the ecosystem, fostering innovation in conjunction with clients and partners.
“"Our goal is to transform compliance into an engine of innovation and ROI, using integration as the foundation for new products and digital experiences," he concludes.
About Sensedia
Sensedia is a Brazilian multinational provider of API management platforms, integration and microservices solutions, and professional services. The company drives the digital transformation of large companies by enabling more agile, modern and scalable architectures, thus enabling its customers to offer digital products and experiences to their entire ecosystem. Learn more at sensedia.com.br.
