As part of iFHP’s Adjacent Industries Webinar Series, members heard from Edmund Connolly from the British Museum to explore how one of the world’s most recognised cultural institutions is adapting to changing customer expectations and future-proofing its organisation.

The session looked at how the 275-year-old institution is using customer insight and data to better understand what motivates its visitors, moving beyond traditional segmentation and using these insights to shape its future services and experiences.

The discussion explored clear parallels for private health insurers, particularly around understanding what members value, responding to changing expectations and making long-term investment decisions while operating within an evolving external environment.