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For eBusiness & Channel Strategy Professionals

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

US Life Insurers Disappoint With Weak Digital Guidance

April 18, 2018


  • By Ellen Carney,
  • Jennifer Wise
  • with Benjamin Ensor,
  • August du Pont,
  • Scott Ross,
  • Piers Conway

Why Read This Report

Digital touchpoints are supplementing and sometimes displacing traditional sales touchpoints like advisors as customers research and then buy life insurance. To see how helpful they are to customers, we evaluated the websites of seven US life insurance companies. This report lays out where these companies excel — and where they lag — as well as what digital business strategy and customer experience executives can learn from them.

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Table of Contents

  • US Life Insurance Websites Neglect New Customer Needs
  • US Life Insurers Must Act Quickly To Fix Big Website Issues
  • Recommendations

  • Rethink Buying Life Insurance Through The Eyes Of Your Customers
  • How Forrester Can Help

  • Get Objective Recommendations For Your Digital Sales Experience
  • Supplemental Material
  • Related Research Documents

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