Best Practice Report

2016 Canadian Life Insurance Digital Sales Functionality Benchmark

Sun Life Financial Leads Our First Review Of Canadian Life Insurer Digital Sales Functionality

November 30th, 2016
With contributors:
Alyson Clarke , Benjamin Ensor , Mike Chirokas , Kyle Steinhouse


Digital touchpoints are changing how Canadians research and buy life insurance. We used our life insurance Digital Sales Functionality Benchmark methodology to evaluate the digital functionality offered by five leading Canadian life insurance carriers and sellers. These life insurance firms present relevant details quickly but are less effective at helping prospects find and pick the right coverage and advisor. This report is intended to help life insurance digital business professionals benchmark their own digital sales capabilities, identify best practices, and plan improvements to their digital sales tactics.

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