Best Practice Report

The Forrester Life Insurance Wave™: Canadian Sales Websites, Q2 2018

Life Insurance Websites Reflect Sales Models — Not Customer Goals

April 10th, 2018
Ellen Carney, Principal Analyst
Ellen Carney Principal Analyst
Jennifer Wise, null
Jennifer Wise
With contributors:
David Truog , Benjamin Ensor , August du Pont , Piers Conway

Summary

Digital touchpoints are supplementing and sometimes displacing traditional sales touchpoints like advisors as customers traverse online and offline paths in their life insurance purchase journeys. To see how helpful and easy to use digital sales features are to customers, we evaluated the websites of seven leading Canadian life insurers. This report lays out where these companies excel — and where they lag — and what digital business strategy and customer experience executives can learn from them.

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