The Impact of Digital Sales on Life Insurance

Digital technology is reshaping how life insurance is bought and sold. In recent years, there’s been a notable shift as consumers increasingly turn to online channels for researching and purchasing policies. Direct-to-consumer websites, comparison tools, and even mobile apps now enable people to get quotes or even buy life insurance with just a few clicks. This convenience is raising customer expectations for speed and transparency in the buying process. iii.org. The COVID-19 pandemic accelerated this trend by making virtual interactions more commonplace.

What does this mean for the industry? For one, insurers are investing in better digital platforms and underwriting technology (like instant decision algorithms) to meet consumers on their terms. Meanwhile, the role of the agent is evolving from simply providing quotes to offering personalized expertise. When straightforward policies can be bought online, agents find value in focusing on more complex planning needs and being available as knowledgeable advisors. The impact of digital sales is ultimately positive for the life insurance market’s growth – it expands reach to tech-savvy customers – but it also challenges all players to elevate their service. Those who balance technology with the human touch are setting the stage for sustained success in this new era of life insurance sales.