Life Insurance Needs Lasting Trust

A current US study found overall individual life insurance satisfaction stayed steady, but trust weakened most among Gen Z and financially vulnerable customers.
Providers offering seamless contact across advisors, agents, mobile apps and websites earned the strongest trust, satisfaction and advocacy, while no interaction produced the weakest trust.
One negative experience, including trouble reaching a representative, an unexpected fee change or reduced support, cut overall trust satisfaction by 96 points.
Direct-to-consumer plans from call centers, websites, banks or third-party sites saw satisfaction ↓12 points, while policies sold through professionals saw satisfaction ↑6 points.
The market is shifting from one-time transactions to long-term relationships, with younger customers expecting personalized communication and consistent service across every channel.