William Struik and Christian Larsson from ValueChecker
Key Takeaways for Insurance Leaders
- Product valuation is a critical bottleneck in contents claims automation, and one that can now be addressed at scale.
- Standardised, market-based valuation improves both cost control and customer experience when implemented thoughtfully.
- Low-risk evaluation models, such as no-cost proofs of concept and marketplace integrations, enable insurers to explore innovation without major disruption.
For claims leaders and executives assessing the next phase of claims modernisation, automated product appraisal deserves close consideration.
Solutions like ValueChecker provide a practical example of how long-standing challenges can be addressed through focused, data-driven innovation.
A conversation with
Willem van der Hooft, Co-Founder ValueChecker
Product valuation remains one of the least standardised elements of contents claims. Ageing claims workforces, increasing capacity constraints, desired cost savings and changing customer expectations regarding speed / instant solutions are accelerating the need for more standardised and automated approaches, enabled by solutions like ValueChecker.
We had the chance to speak with Willem van der Hooft, Co-Founder of ValueChecker, about the challenges insurers face, what automation can realistically deliver, and how claims handling may evolve in the coming years.
IFORII: Welcome Willem, and thank you for joining IFORII at the start of 2026. To set the scene, can you briefly describe what ValueChecker does and the problems it addresses?
Willem van der Hooft: ValueChecker focuses on automating the appraisal and valuation of damaged or lost items in contents claims. For most insurers, this part of the claims process is still manual, slow, and highly dependent on individual claims handlers.
Our technology identifies the claimed item, checks whether it is still available on the market, and if not, finds a like-for-like replacement that is available today. Based on real-time pricing data and the insurer’s policy rules, we then calculate a fair settlement value. The aim is to remove subjectivity, reduce effort for claims teams, and create a more consistent experience for the policyholder.
IFORII: Product valuation has historically been difficult to automate. What makes it such a challenge for insurers?
Willem van der Hooft: The complexity comes from the large number of products involved and how fast they change. Unlike motor or property claims, contents claims can involve almost anything consumers buy. Claims handlers are expected to recognise products, understand specifications, assess correct depreciation, and determine fair replacement values with limited information.
Doing this manually is not only time-consuming, it also leads to inconsistency. Two handlers would arrive at different outcomes for the same item. That variability creates cost leakage and can undermine customer trust. Automation helps bring structure and objectivity to this process.
Willem van der Hooft, Co-founder ValueChecker
IFORII: How does ValueChecker help address these problems?
Willem van der Hooft: Our entire process is fully automated, allowing insurers to handle most contents claims with minimal manual intervention. Our technology is built on more than 20 years of global product comparison data from our sister company. That database includes specifications, historical prices, and product relationships across categories.
When a claim comes in, we first identify the claimed product using this data combined with online sources and advanced search algorithms. We then check real-time availability. If the product is discontinued, the system identifies a like-kind-and-quality alternative. Finally, valuation is calculated using current market prices and the insurer’s own settlement rules.
The entire process is designed to be transparent and configurable, so insurers remain in control.
IFORII: What types of challenges do your insurance clients typically want to solve with ValueChecker and can you share some of the results?
Willem van der Hooft: The challenges vary by carrier: some are dealing with an ageing claims workforce and want to automate as much as possible to maintain service levels, while others are focused on reducing indemnity spend or improving consistency across large teams. Many are looking to improve customer satisfaction by speeding up the claims process and making outcomes clearer. Often, it’s a combination of all three. The common thread is that product appraisal is a bottleneck, and once that is addressed, the rest of the claims process flows much more smoothly.
Insurers can achieve impressive improvements in streamlining their claims process: several carriers, we’ve worked with, have reported automation levels above 80% for contents claims, alongside reductions in settlement costs of over 20%. A number of insurers measured a 20-point increase in Net Promoter Score, largely because customers were more involved in the process and received quick resolutions/ real-time settlement.
As an example, in the US we work with Penn National, a mid-sized mutual insurer. With the use of ValueChecker we made their claims process easier and significantly faster. To improve their claims process even further, they are now equipping their loss adjustment team to also use ValueChecker on-site.
IFORII: Insurance companies are inherently risk focused. How do insurers gain confidence in your automated valuation decisions?
Willem van der Hooft: Trust in the process and underlying data is crucial. First of all our valuations are based on external, real-time market data rather than internal assumptions. Second, insurers fully configure the rules(e.g. depreciation, excess, coverage limits) so that outcomes align with their policies. Third, the process is auditable. Every decision can be traced and explained.
We also see interest in using ValueChecker earlier in the value chain, for example during underwriting, to create inventories of high-value household items. That data can then be reused at claim time, further increasing confidence and speed.
IFORII: How do you see the role of AI and automation evolving in claims handling more broadly?
Willem van der Hooft: Claims handling will become increasingly data-driven, but insurers will remain cautious, and rightly so. Adoption takes time, especially in regulated environments. The key success factors are transparency, control, proven results, and working with the right partners.
ValueChecker has been focused solely on product appraisal for over eight years, which gives insurers confidence that this is a mature capability rather than an experiment. I believe automated valuation will become the standard, not because of technology hype, but because manual processes simply don’t scale anymore.
IFORII: Are there any additional developments you believe claims leaders should pay attention to?
Willem van der Hooft: One area is sustainability. In electronics claims, for example, we enable repair-first or more sustainable replacement options. This not only reduces costs but also helps insurers to achieve their ESG objectives – and report on those objectives with concrete data.
Another is ecosystem integration. Solutions that plug easily into core systems lower the barrier to innovation. That’s essential if insurers want to modernise incrementally rather than through large, risky transformation programmes.
IFORII: In which markets is ValueChecker currently active, and where do you see the strongest adoption?
Willem van der Hooft: We operate globally, with a particular focus on Europe and the United States. Our strongest market today is the Netherlands, where we work with 90% of the carriers.
Germany, the UK, and the US are also important markets for us. In the US, adoption is at an earlier stage, but interest is growing. Especially as ValueChecker has been integrated into platforms like Guidewire since December 2025 and we furthermore work closely with partners such as Verisk. That makes it easier for insurers to evaluate the solution without upfront investment.
IFORII: To wrap up, what key messages would you like insurance executives to take away from this discussion?
Willem van der Hooft: Product valuation is one of the last major obstacles to full automation in contents claims, and it can now be addressed effectively with major benefits for both insurers and customers: standardisation, transparency, and a streamlined and fast process.
And finally, insurance companies don’t have to make large commitments upfront. Trying the ValueChecker solution in a controlled way allows insurers to assess impact with minimal risk and make informed decisions about the future of their claims operations.
About ValueChecker
- Founded: 2016
- HQ: Stockholm (Sweden)
- Funding: bootstrapped, founders owned.
- Goals for coming years: Grow in core markets and become the global standard for product appraisals.
- For further information please contact: Willem van der Hooft (willem@valuechecker.ai)
- A selection of ValueChecker´s clients: Penn National Insurance, Lemonade, Aviva, Sedgwick, Crawford, Achmea, ING, ABN Amro, Argenta, Belfius, MSG, Keylane, Guidewire and Verisk.