The eighth annual Life Insurance Monitor Awards Report highlights the best digital tools and features offered by insurers in five key areas Long Term Care Rider Positioning, Quote Tools, Mobile App Account Capabilities Account Owner Messaging and Advisor Sales Materials.

1. ANNUAL LIFE INSURANCE
MONITOR AWARDS
Life Insurance Monitor
AWARDS REPORT PREVIEW
December 2019

2. CONTENTS
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Introduction
Medal Winners
Overview and Contact
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3. INTRODUCTION
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4. The eighth annual Life Insurance Monitor Awards Report highlights the best digital tools and features
offered by insurers in five key areas: Long-Term Care Rider Positioning, Quote Tools, Mobile App Account
Capabilities, Account Owner Messaging and Advisor Sales Materials. The selected categories for this annual
report cover only public, account owner and advisor site features, including the capabilities that most impact
the customer experience. We provide examples of the best in class for each of the online and mobile app
tools covered and explain why we consider these features to be industry leaders. We distribute awards in
gold, silver and bronze based on the quality of exceptional features and tools.
We reserve the gold medal for the most robust and valuable tools—those that most closely achieve the ideal
combination of important features and intuitive functionality. The silver medal recognizes tools that offer great
value but lack some of the outstanding qualities of the best tools. Lastly, the bronze medal goes to those tools
or features that are imperfect but still offer users a strong or valuable experience.
Life Insurance Monitor Awards
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5. Categories Overview
• Public Site Long-Term Care Rider Positioning
• Public Site Term Life Insurance Quote Tools
• Account Owner Mobile App Capabilities
• Account Owner Contact Options
• Advisor Sales and Marketing Materials
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Promote your firm’s 2019 Monitor Awards!
CI is happy to assist all award-winning firms in promoting their honors.
For more information, contact us at INTEREST@CorporateInsight.com.

6. GOLD MEDAL WINNERS
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7. We introduce this category in recognition of the growing popularity of long-term care (LTC) riders attached
to life insurance policies, as the number of these sold combination products increased from 15,000 in 2007
to 404,000 in 2018. Additionally, one in five Americans rates themselves as very or extremely likely to
purchase a combination policy, and more than half say they are at least somewhat likely to buy one. Only
35% of Americans say they are knowledgeable about LTC insurance. Considering the relationship between
product knowledge and ownership, firms do well to educate prospects on the importance of LTC protection
on their public sites. Firms that wish to succeed in this growing market must make it simple for prospects to
find comprehensive educational resources on these LTC riders.
Public Site LTC Rider Positioning
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Lincoln takes gold for offering both an exemplary cost of care map and an underwriting
preview alongside other standard long-term care rider resources.

8. Life insurance quote tools go beyond the scope of traditional educational resources like articles and videos
and allow prospects to get a realistic picture of life insurance policies. Straightforward quote tools quickly
provide prospects with a clear estimate of life insurance costs and therefore serve a vital purpose. As the
top reason people do not purchase life insurance is their perception of its cost, detailed quotes quell
prospects’ concerns and guide them through to the purchasing process. The three leading firms stand out
from competitors for providing detailed calculators that offer links to begin applications, find an advisor or
schedule a call. Features such as help tips and embedded calculators aid prospects who may not be familiar
with coverage types and potential life insurance needs.
Public Site Term Life Insurance Quote Tools
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State Farm receives gold for its multitude of next step options and product education
through its quote tool, allowing prospects to evaluate which policy is best for them and
take actions to purchase it. The firm stands out for its help features and detailed results,
providing additional embedded calculators for better identifying input answers and a
breakdown of the annual quote alongside the standard monthly premium.

9. As smartphone usage continues to beat out desktops and drive digital usage in America, firms must adapt to
the devices that their customers use. According to LIMRA, time spent on life insurance mobile sites
increased by 150% from 2017 to 2018; while responsive design is an important factor in providing a usable
online experience through all mediums, firms should also focus on providing capabilities within apps. For
mobile, users spend 90% of their time on apps and the remaining 10% browsing mobile websites. This
category assesses the resources available to life insurance policy holders on firm apps, focusing on
capabilities and account information. The industry does not achieve many touchpoints with account owners,
but basic functions such as payments and contact information changes allow for smooth interactions at
their fingertips.
Account Owner Mobile App Capabilities
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AXA earns the gold in this year’s awards due to its immense capabilities in a clear layout.
The firm offers all account servicing capabilities available on the full desktop site, allowing
account owners to complete basic tasks like change contact information and more
involved functions like updating beneficiary information.

10. Online contact resources prevent unnecessary phone calls to customer service, saving firms money and
their policyholders time and frustration. As policyholders’ needs vary—with some requiring longer, in-depth
conversations and others needing a brief, immediate answer—firms do well to offer a variety of contact
options. Additionally, personal preferences and technological literacy varies among policyholders, further
highlighting the need for different contact options. Phone numbers, chat, FAQs and email forms allow users
to select a contact method suitable to the urgency and complexity of their questions. While our June Report
covered the contact options available on firms’ public and account owner sites, this award considers only
those options available on the account owner site.
Account Owner Contact Options
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Haven Life runs away with the gold medal for its assortment of contact options available
on the account owner homepage. A right sidebar on the homepage offers a phone
number, live chat link and a link to an FAQ, placing all contact information in a single
place.

11. We revisit this category for the first time since 2017 with updated weights that reflect the current
preferences of life insurance advisors, as found in our recent survey. Sales and marketing materials play a
key role in advisors’ businesses, outlining the benefits of life insurance ownership and helping advisors
match products to clients’ needs. Clear organization, search and filter options are critical, as even the most
thorough library of sales and marketing resources becomes useless if advisors cannot find relevant
materials. All three medaling firms offer similarly robust libraries, supplementing basic product brochures
and flyers with less common resources, such as presentations, videos and multi-lingual resources. Firms
stand out when they offer favoriting, saving and emailing options, allowing advisors to create a custom
group of up-to-date resources without searching the site each time.
Advisor Sales and Marketing Materials
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Pacific Life emerges as the leader in this category, providing a wealth of resources with
excellent organization, search and filtering along with the ability to save and share
materials.

12. OVERVIEW AND CONTACT
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13. Full Report
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ANNUAL LIFE INSURANCE MONITOR
AWARDS
Life Insurance Monitor
AWARDS REPORT
DECEMBER 2019
ACCESS THE FULL REPORT

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Our best-in-class research platform and
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About CI
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15. Andrew Way
Director
646 751 6975
away@corporateinsight.com
Colleen McGarry
Analyst
646 751 6961
cmcgarry@corporateinsight.com
Patrick Flood
Senior Research Associate
646 876 7535
pflood@corporateinsight.com
Contact us
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