The relevance premium: How consumer centricity unlocks growth.

The primary challenge in today’s life insurance market is not a lack of demand, but consumer misperceptions about cost, product relevance, features and benefits. While 47% of consumers are actively considering a purchase, this intent is not translating into sales with one in four consumers dropping out of the purchase journey before completion thanks to confusing and unclear content.

And for those who do become customers, 36% of policyholders rarely or never hear from their insurer post-purchase, leaving them unaware of policy benefits and value, with many abandoning policies as a result. Indeed, nearly half of those who discontinue policies do so within three years, long before insurers can recover acquisition costs or build lasting relationships. 1

Research behind the World Life Insurance Report 2027 shows that 10% of best-in-class insurers are solving consumer perception challenges by embedding customer centricity across all layers of the business. And they’re achieving 41% higher revenue growth and a 12% lower policy lapse rate than other players. 2

Our latest World Report combines the findings of two key studies

  • The 2026 Global Voice of the Customer Survey, conducted with Phronesis Partners, which polled 6,175 individuals across 18 countries.
  • And the 2026 Global Insurance Executive Interviews, conducted with 198 senior insurance executives from leading life insurers across 18 markets.

Capgemini’s life insurance report reveals what these best-in-class competitors have done to transform how they design products, communicate value, and deliver personalized experiences. And we outline the three strategic pillars that enable a new consumer-led, intelligence-powered operating model:

  • The right products: Simple, relevant solutions designed to meet evolving consumer needs, with living benefits at the core of the value proposition
  • Trusted people and partnerships: Transparent and actionable advice delivered at the right moment through life insurance advisors, brokers, and partners
  • Advanced data and technology foundation: Proactive, intelligent interactions through connected data based on single trusted views of every consumer, artificial intelligence at scale, and easily accessible human guidance for critical decisions.

Increasing consumer trust and sustained value delivery across the customer lifecycle will help define the future of life insurance distribution. Carriers that communicate clearly and promote clarity, relevance, and confidence at every customer touchpoint will be best positioned for profitable growth.

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