The results of the conducted empirical analysis confirm the existence of economic convergence processes at all levels (intra-segment, intersegment and inter-sectoral) on the Russian insurance market. The purpose of the paper is to identify economic convergence processes taking place on the Russian insurance market, which, when using different digitalization products, lead to new business models of partnership. Their interaction creates new opportunities for increasing the competitiveness and efficiency of insurance companies. The most important trends in the modern economy are convergence – the process of convergence of activities of various economic entities and digitalization. The conducted empirical investigation and statistical analysis resulted in a reveal of behavioral patterns and influential factors of decision-making of Baltic insurance consumers in digital insurance platforms and validation of a conceptual digital insurance consumer decision-making process framework. This particular chapter aims to synthesize and conceptualize consumer decision-making and technology acceptance models and frameworks, applicable to digital insurance platforms management. Accordingly, a multidimensional and cross-border scientific analysis of the effects and outcomes of digitalization and customization domains in the insurance industry, platforms, and consumers behavior is required. Here these domains had latency and strong implications mostly at the strategical planning level and in primary activities of the insurance specific-value chain. The phenomenon of digitization, digitalization, and customization became an operational and service platform standard, widely spread within the previous decade in the financial sector, but seems to be not enough balanced in the insurance service field.
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