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Abstract The insurance industry of Iran has a low level of maturity in utilizing the capabilities of Internet for improving its business processes, especially when it comes to effective interaction with customers. On the other hand, Web 2.0 as one of most modern approaches in electronic business, incorporating tools such as weblogs, wikis, online social networks, mashups and R.S.S, creates a great opportunity for insurance companies to deepen their communications with their customers, gain extensive feedback and harness collective intelligence. Accordingly, the goal of this research is to design a conceptual model for the effective adoption of Web 2.0 in insurance industry by identifying the relevant components in this context. In order to do this, after designing the model, by distributing a questionnaire, we ask the opinions of academic experts about the validity and importance of the components of the model. Consequently, the gathered data are analyzed by the Binomial test and then, using TOPSIS technique, the components are ranked in terms of importance. According to the results, reaching for a huge volume of information is the most important driver for Web 2.0 adoption and gaining immediate feedback for the stakeholders is the most important capability of Web 2.0 in the insurance industry.    Keywords: Web 2.0, Insurance Industry, Electronic Insurance, Social Networks, Collective Intelligence.

Keywords: "Web 2.0", "Insurance industry", "Electronic Insurance", "Social Networks", "Collective Intelligence"

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