For the last few years I have been using BizCover for business insurance. It has been very competitive and convenient. Until now.

A couple of weeks ago, my bank noticed a suspicious transaction on my account and alerted me. After a quick call, we realised that it was entirely fraudulent – which meant that my card number had been compromised and needed to be cancelled.

Happily, the new card arrived within days and normal operations resumed. Except, of course, that regular payments had to be updated.

Which brings us back to BizCover.

As a small business owner, I seek convenience and flexibility. I look for the best deal possible. And I have recommended BizCover to many people – colleagues, contractors and other small businesses. Their rates are competitive and they are flexible. You can review policy options, check rates and signup online. It is a fantastic service.

Up to a point.

But what happens when things change? Surely, you can just login and update your details, right?

It appears not.

Now, it feels like I am making a mountain out of a mole hill. After all, tomorrow I will call and sort out the details. But I see this as a more instructive challenge for most digital businesses. Which – for better or worse – is all businesses.

We have spent the last decade figuring out how to get our customers to buy online – and we have done this relatively successfully. But now we need to go further. To figure out how to get them to remain our customers, and to serve them online.

Sure, this can be challenging when you offer a brokerage service. But that’s part of the deal.

If you want the sale, you’ve got to continue to service the channel.

It’s time that fintech – and especially insurance companies, brokers and stakeholders invested the effort to understand this new marketplace. It’s not just about the upfront dollars, but the ongoing relationship. This really is an internet driven commercial world now, and customer service and convenience should not be a special service. It just gives you a seat at the customer’s table.