【Capgemini】人寿保险公司可以通过简化代理人的业务来增加市场份额-2025

Lifeinsurerscan

gΓowmaΓketshaΓe

byfacilitatingagents’easeofdoingbusiness

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness2

Inbrief

Lifeinsurersareelevatingandexpandingtheirdistributionstrategiesastheylooktocombatflatlinedmarketgrowthanddecreasing

consumerinterestinlifeproducts.

Insurersthatsupportagentswithadvanceddigitaltoolswillattractnewtalenttothe

industryandincreaseagentrelevancewithayoungercustomerbase.

Asinglesourceofsophisticated,effective,AI-driventechtoolsacrossdistributionchannelsempowersagentsandbrokerstopersonalizeclientservicesandcapitalizeonup-sellandcross-sellopportunities.

01

02

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Lifeinsurersfaceagrimreality:Growthinmaturemarketshasbeenflatforthepast16years(-0.2%),withpenetrationdecliningfrom5.4%in2007to3.6%in2023.Similarly,lifeinsurance’sshareofallconsumers’assetshasdeclinedfrom7.5%to5.8%.2

Thelackoforganicgrowthpairedwithadifficulteconomicenvironmentputscarriersinintensecompetitionforevery

quote—andtheirprioritiesareshiftingasaresult.Moreinsurersareinvestedinstrengtheningtheirdistribution

channelsastheylooktogetaheadofthepackandcapturemoreofthemarketsharein2025.Andas61%oflife

insuranceagentsstrugglewithleadconversion,3insurersarefocusedonprovidingkeydistributionpartnerswiththedigitaltoolstheyneedtosucceed.Here’swhatthatpracticallylookslikein2025:1,4

%

65%

44%

ofinsurersarecommittedtoenhancingagents’digitalexperiencestostreamlinebusinessoperations.

ofinsurersareinvestedinempoweringagentsto

improvecustomerservice.

ofinsurersareprioritizingintelligent

agentandstaffaugmentationplatformstoimprovecustomerinteractionsand

optimizeworkflowefficiencies.

Forlifeinsurancecarriers,agentsandbrokersarealsotheircustomers;theyseekthesamelevelofadvancedtechnologyanduser-friendlytoolsasthosethathavebeendeveloped

andsuppliedtoprospectiveclientsandinsureds.Supportingtheagentssupportsinsureds,too.Improvingtransparencyandtheeaseofdoingbusinessforagentsultimatelytrickles

downtoprovidebetterexperiencesfortheconsumerandoperationalefficienciesfortheinsurer.

Intoday’sprecariouslifeinsurancelandscape,acarriers’

investmentintheiragents’andbrokers’success—includingbuildingoutdigitalefficienciesandtools—willallowthemtocontinuetogrowandthrivewellbeyond2025.

1Capgemini“

WorldLifeInsuranceReport2025

”.

2GlobalData“

RetailInvestmentsAnalytics,

”AccessedJuly2024.

3Capgemini“

CapgeminiFinancialServicesTopTrends2025LifeInsurance

,”January2025.

4Celent“

DigitizingtheAgent:HowLifeandAnnuityInsurersViewTheirCurrentAndFutureState

,”October29,2023.

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness3

Consumersare

leadingthe

chargetochange

Themodernconsumerhasunlimitedaccesstoaworldof

knowledgeattheirfingertipsin2025.Today’sconsumersaremoreempoweredandmorelikelytoconducttheirownonlineresearchtoeducatethemselvesaboutthelifeproducts

available.Forthisreason,mostprospectivecustomersknowagreatdealaboutyourproductandthatofyourcompetitorslongbeforetheirfirstagentinteraction.

Theseself-educatedcustomersvaluetransparencyand

expectamenuofoptionstobeattheirfingertipsonline.

Whenitcomestopolicypricing,forexample,59%oflife

insurancepolicyholdersexpressdissatisfaction—but

notwiththeactualcostofpremiums.Instead,customers

expressfrustrationwiththelackofvisibilityintopremium

calculationsandtheimpactoftheirlifestylechoicesonratesandhiddenfees.1

Whilemodernconsumersseekoutdigitallyengaging

resourcestohelpguidetheirresearchanddiscovery,they

alsoexpectreadyaccesstoaphysicalagentwhocanprovidepersonalizedadvisoryserviceswhentheyrequireadditionalsupport,guidanceorinformation.Simplyput,whenitcomestimetomaketheirpurchase,modernconsumerswantto

haveaswiftconversationwithanagentorpartakeinastraightforwardonlinetransaction.

Unfortunately,thatisn’tthetypicallifeinsurancecustomer

experience—yet.Instead,therealityismoreoftenanchoredinoutdatedtechnologyandlimiteddigitaloptionsthatcreatehurdlesforcustomersatmultipletouchpointsintheirlife

insurancebuyingjourney,resultinginexcessivepaperwork,lengthywaittimesandconfusingcommunication.

Asaresult,customersfindinteractionswithinsurers

lessefficient,convenientandpersonalizedthanin

otherindustries.1Despitepolicyholderexpectationsfortransparencyandtailoredexperiences,only28%of

lifeinsurersprioritizecustomercentricitythroughhyper-personalization.4

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness4

Agentsbecomemore

consultativetomeetevolvingconsumerexpectations

It’snotjusttheconsumersthatarechangingtheir

Agentsarenowmorereliantthaneveroninsurerstoprovide

expectations.Withhalfofthecurrentinsuranceworkforce

advanceddigitalcapabilitiesthatenablethemtomeet

expectedtoretireoverthenextdecade,thereisalsoamajor

customers’demandsforcontextualadvisory,whereverthey

shiftinagentpooldemographics.5Astheagentandbroker

areintheirpurchasejourney.Agentsnolongerhavethe

forceentersretirementinrecordnumbers,tech-savvy

experienceortimetoinvestigatehowtheycangetclientsto

millennialandGenZtalentarefillingtheirshoes,andthey

apointofpurchase.Theywantandneedalltheinformation

prefermoredigitalandaccessiblewaysofworking.

rightattheirfingertips—justliketheircustomersdo.

Agentsofyesterdayspentalargeportionoftheirtimeand

Insurersthatadoptatech-forwardapproachtosupporting

effortsonmanuallyrunningquotesandhadlittletimeleft

agentswithartificialintelligence(AI)-augmenteddistribution,

overtodedicatetoadvisingtheirclients.Today’sagents,on

integratedsalesandmarketingtools,fasterquoting,data-

theotherhand,mustassumeamoretrusted,consultative

drivencustomerinsights,andsinglewindowdashboards

role.Tobesuccessfulintoday’sfast-pacedlandscape,agents

andportalswillhelptoattractnew,youngertalentinto

needtobeeverywheretheclientisandavailablewhenthe

thelifeinsuranceindustrywhileincreasingrelevanceand

clientneedsthem,equippedwithpersonalizeddetailsthathelpthemtomovepurchasesforwardseamlessly

andeffectively.

engagementwithayoungercustomerbase.

5U.S.ChamberofCommerce“

TheAmericaWorksReport:IndustryPerspectives

,”June1,2021.

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness5

Industryusecase:

Empoweringagentstocreateinteractivepolicyproposals

A

NorthAmericanlifeinsurancecompany

partneredwithacloud-basedinsurancesalesaccelerationplatformtoprovideagentswithanewdigitaltoolthatinstantlycreatescustomizedproposals.

Arevolutionarydigitaltoolishelpingagentsinstantly

deliverstrong,personalized,convincingpolicyproposals

toprospectiveclients.Byleveragingclientdata,thetool

illustrateshowalifeinsurancepolicycanaddressissuessuchasinflation,taxation,marketvolatilityandlifeexpectancy

withinthecontextoftheclient’suniquecircumstances,

helpingthemtoclearlyseethedirect,positiveimpact

theirlifepolicywillhaveonthemandtheirfamily.Thetoolgeneratesaneasy-to-understandproposalthat’sboth

simpleandclearfortheagenttoexplainandtheclienttounderstand.

Equipagentswiththerighttoolsforsuccessfulsalesandvalue-drivenrelationships

Whenagentslackaccesstoareal-time,holisticviewof

customerdataandmustnavigatedisparatecoresystemsfordifferentlinesofbusiness(LOBs)andsegments,theylosetheabilitytoseamlesslyandeffectivelysell,up-sellandcross-sell.

Anagentwhoisequippedwiththerightdigitaltools

andinstantlyaccessibleclientdata,though,canhave

personalizedconversationsaboutwhichlifeproductbest

suitseachcustomeratthatmoment.Havetheyhada

recentlifeevent?Aretheyapproachingretirementorhad

anewmemberjointhefamily?Whenaninsuredneedsto

updatetheirlifeinsurancepolicyandtheagenthasreal-

timeinsightsintotheircircumstances,it’spossibletomaketailoredrecommendationsonanannuity,disabilityinsuranceorlong-termcarecoveragetobestmeettheirneeds.New

revenueopportunitiessuddenlybecomepossiblewhile

simultaneouslybuildingloyaltybetweentheclientandagentaswellastheagentandcarrier.

ThesameAItechnologythatcanbeusedtopowerself-

serviceconsumerportalscanalsodrivedistribution

transformationandfuelintelligentplatformsforagentandbrokeruseaswell.AI-enabledtoolscananalyzecustomerdatatoprovideagentswithintelligent,personalized,real-timerecommendationsonoptimalcoveragetypesand

ratesforeachclienttheyserve.AI-enhancedCRMsystemsthatoperateacrossallLOBsandsegmentscanhelptrack

interactions,predictneeds,automatetasks,minimizedataentryandenableproactiveoutreachsoagentscanmake

informeddecisionsaboutwheretofocustheireffortswhilerevealingup-sellingandcross-sellingopportunities.

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness6

Asingledigitaltoolboxforthebenefitofeverydistributionchannel

favorablyforindependentagents,buttheyalsoneedtoprovidetherightdigitaltoolstohelppersonalizeagents’salesapproachtotheirclientsandprospects.

Wheninsurersinvestinasinglesourceoftoolsforallagents,thosetoolsprovideeverydistributionchannelwiththebestexperiencepossible.Captiveagentsbecomemoreefficient,improvethecarrier’sreturnoninvestmentandgrowthe

business.Independentagentsthatgettobenefitfromthe

useofthesesametoolsenjoytheeaseofdoingbusinesswiththecarrier,makingthatinsurermoreattractiveforagentstowanttopartnerwiththemagaininthefuture.

Itisimportanttoprovideallagents—regardlessofwhetherthey’recaptiveorindependent—withanintelligentplatformthatgivesthemtransparencyintotheirclients’purchase

journeys,underwritingandclaimsstatusesandtheirowncommissions.Thisdecreasesfriction,improvesefficiency,boostssales,promotesoverallsuccessandencourages

loyaltytotheinsurerthatispoweringitall.

Lifeinsurers,captiveagentsandindependentagents

allbenefitwheneveryoneoperatesfromasingledigital

toolbox,enablingthemostoptimalclientexperiences.

Complexityanddisconnectgrowwhencaptiveagentsare

equippedwithonesetoftoolswhileindependentagents

haveanotherset,andultimately,it’sthecarrier’sbottomlinethatsuffers.

Inthecontextoftoday’sdifficultlifeinsurancelandscape,

carriersthatbroadentheirreachtobeeverywheretheir

prospectiveclientsareatthetimestheywant,needandarereadytobuywillsetthemselvesupforsuccess.Andinsurersthatextendthesamepowerfultoolsanddigitalexperiencestotheirindependentagentsastheyprovidetotheircaptiveagentspositionthemselvesandtheirdistributionpartnerstowinmorebusiness.

Lifeinsurersaren’tjustcompetingforashareofthetargetmarket;they’realsocompetingfortheagentsandbrokersthataresellinglifeproductstothatmarket.Insurersnot

onlyneedtohavetherightproductstopositionthemselves

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness7

Theimporta∩ceofsupplyi∩9adva∩ceddi9italsupporta∩d

accessiblecustomeri∩si9htsbecomeseve∩moreimporta∩tfora9e∩tsjuste∩teri∩9thei∩dustry.You∩9er,tech-savvy

talentisbothattractedtoandreliantonmoderntechnologytohelpsupporttheirday-to-dayworkHow,a∩dsophisticateddistributio∩toolsarecriticaltohelppositio∩the∩ext

generationoflifeinsuranceagentsforconsultativesellinga∩dsuccess.

Tooptimizeyouri∩vestme∩ti∩i∩∩ovativetechsolutio∩s,

co∩ductcomprehe∩sivetrai∩i∩9sforalla9e∩tsa∩dbrokers

o∩whe∩a∩dhowtousethetoolsprovidedtothem.Focuso∩promoti∩9acultureofope∩-mi∩ded∩esstofostere阡ectivecha∩9ema∩a9eme∩twithyourdistributio∩part∩ers.

Industryusecase:

Streamliningapplicationprocesses

A

Frenchreinsurer

teamedupwithaU.S.-basedinsurancemarketing

organizationandacloud-basedsoftwareprovidertoofferagentsfaster,streamlinedapplicationprocessesforonlinetermlifeunderwriting.

Usi∩9predictivedatamodeli∩9a∩dcutti∩9-ed9etech∩olo9y,o∩eEuropea∩re-i∩sura∩cecarrier,a∩i∩sura∩cemarketi∩9

or9a∩izatio∩a∩dasoftwareproviderjoi∩edforcestobuildouta∩adva∩cedtech∩olo9yplatformthatbothsimplifies

a∩dspeedsupthetermlifei∩sura∩ceapplicatio∩processfora9e∩tsa∩dtheirclie∩ts.Deliveri∩9u∩derwriti∩9decisio∩si∩amatterofseco∩ds,thisi∩∩ovativeplatformistra∩sformi∩9

operatio∩sa∩ddeliveri∩9co∩ve∩ie∩t,user-frie∩dly

experie∩cesthatkeeppacewithmoder∩clie∩ts’evolvi∩9∩eedsa∩dexpectatio∩s.Thiscollaborativepart∩ership

isdisma∩tli∩9barrierstopurchasi∩9termlifei∩sura∩cecovera9ewhilee∩abli∩9a9e∩tstoprovidedi阡ere∩tiatedservicetotheirclie∩tsthatsetsthemapartfromtherest.

Lifeinsurerscangrowmarketsharebyfacilitatingagents’easeofdoingbusiness8

Aroadmaptoeaseofdoing

businessforagentsandbrokers

Lifeinsurersthatputmoderndigitalcapabilitiesinthehandsofagentsandbrokersenhancecustomersatisfactionand

fuelbusinessgrowth.

Butwhichtoolswillbemosteffectiveanddrivethegreatestsuccess?

It’sbesttostartbyexaminingthetopagentandbrokerpainpoints,andthenallowtheseissuestoleadyoursolutions

journey.Lifeinsuranceagentsconsistentlysaytheyneedthreethingstogrowtheirbusiness:

>Sellmorepoliciesfaster>Increasemarketreach

>Provideclientswithabest-in-classexperience

Meetourexperts

Wheninsurersholisticallytransformtheirtechnologyfromtheback-endcoresystemsupporttodataandanalyticsto

thefront-enddigitaltools,theyequipagentswithauser-

friendlyexperienceandseamlessaccesstovitalcomponentsoftheinsurer’secosystem.Thisapproachhelpstosolveforcoreagentneedsandsupportsbusinessgrowth.

Capgeminicanhelpwithacustomizeddistribution

strategythatmeetsthesethreeagentneedsinawaythatisoptimizedforyourspecificbusiness,targetmarketandagentworkforce.