Pavel Gertsberg, chief executive at ClaimSorted, explains his firm’s entry to the Excellence in AI – Service Provider category

1. Why did you put yourselves forward for the category?

We entered because we believe AI has the potential to fundamentally improve claims, but only if it is used for the right things.

Pavel Claims sorted

Pavel Gertsberg, chief executive at ClaimSorted

Claims are where the promise of insurance is ultimately kept or broken, often at a difficult moment in someone’s life.

Our goal is not to remove people from claims. It is to use AI to take away the administration, checks and repetitive work, so skilled handlers can spend more time applying judgement, communicating clearly and taking ownership.

We want to show what genuinely human-centred AI in claims can look like.

2. What do you think makes your entry stand out and why should you win the award?

What makes ClaimSorted different is that we have not built AI around the idea that automation itself is the goal.

A closed claim is not necessarily a good claim. We combine AI-native technology with experienced claims professionals, using technology for paperwork, checks, payments and decision support while keeping people focused on judgement, empathy and ownership.

The result is a model designed to make claims faster and more efficient without making them colder or less personal.

We believe the future of claims should be more human, not less – and AI is what can make that possible.

3. What would winning this award mean to you and your firm?

Winning would be an important recognition of the kind of claims industry we are trying to build.

Our ambition is simple. A world where what goes wrong is dealt with well.

We want AI to help insurers keep the promise they make to customers, rather than simply process claims more cheaply.

For our team, the award would validate the work going into combining great technology with great claims handling and encourage us to keep raising the standard. Most importantly, it would show that innovation in claims can improve efficiency while also building greater trust.

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