Top trends 2025: Life insurance

Modern experiences
Carriers across the life insurance industry face a critical need to elevate their business. Modern technologies like Gen AI can empower insurers to revamp experiences, journeys, and processes for customers, which in turn will drive increased engagement, win rates, and retention.
Customer centricity
Insurers need a better way to meet customer expectations. Because policyholders now expect increased transparency and more tailored experiences, life insurance organizations must develop a consolidated customer view. Doing so enables a better understanding of customer behavior, streamline experiences and the development of innovative products-leaving scope for insurers to focus on targeted upselling and cross-selling opportunities.
Non-insurance services
The silver economy is widening, presenting a significant market opportunity for life insurers. With rising expectations for value-added services among this demographic, insurers willprioritize the development of advanced product capabilities to create tailored offers for policyholders, enhance customer lifetime value and capitalize on global aging demographics.
Opening the youth segment
Generational financial concerns and product misconceptions have shifted life insurance from a priority to an afterthought. Many Gen Z and millennial consumers lack an understanding of life insurance coverage, presenting an opportunity for carriers to engage with younger adults and design new, life-goal-based products to drive the next generation of revenue.

Advisory capabilities
Agents are struggling with lead conversion, and a lack of analytical insights are leaving them in the dark. By expanding digital tools for agents and prioritizing the implementation of intelligent-agent and staff-augmentation platforms, carriers can support agents in improving customer interactions and optimizing workflows.
Simplified onboarding
Policyholders are often left confused by complex policy terms and unclear benefits. By leveraging intelligent technologies like Gen AI to deliver swift, data-driven risk assessments and instant policy issuance, life insurers can optimize onboarding and enhance customer satisfaction by reducing unnecessary touchpoints.
Legacy modernization
Legacy technology continues to plague the life insurance market, limiting the ability of insurers to meet customer expectations, upgrade systems, and yield returns from core transformation investments. Modern, cloud-based systems offer advanced analytics with real-time insights, help improve risk assessment, and enable faster product deployment, leading to strengthened client relationships.
Retention as a strategy
The financial well-being of consumers is under pressure, with consumers now searching for higher returns and increased market accessibility from their investments. This presents an opportunity for insurers to transition from policy providers to trusted financial advisors by offering tailored financial planning to deepen customer engagement, reduce churn, and retain capital.

Fortified security
As third-party integration and data breaches become more prevalent, insurers fortifying their security efforts to protect clients and strengthen trust. Enhanced cybersecurity measures strengthen the integrity and reliability of policy servicing, minimize reputational damage, and reduce fraud losses.
Claims as growth tool
Confusion around claims process is a main driver of policyholder frustration. By investing in intelligent claims platforms that streamline processes and enhance customer experience, life insurers can deliver personalized, empathetic claims experiences at scale and enhance client satisfaction.