PHOTO: Piman Khrutmuang Businesses across verticals have introduced mobile apps as a means to improve customer experience (CX). Each vertical has its own needs, some more specialized than others. Case in point: insurers. Insurance apps are designed to make it simple for customers to apply for or renew policies, make payments, file claims and handle other needs. However, not all insurance apps are built the same. According to the Mobiquity Friction Report, developers should consider the following when designing a mobile app for the insurance industry. What Features Influence Positive Reviews? Ratings and reviews drive customer downloads, so focus on the features that are most likely to create positive reviews, said Brian Levine, Mobiquityâs vice president of strategy and analytics.