The US Life Insurance Buyer's Journey

Most Buyers Research On The Web Or In Person; Few Apply Online
January 12th, 2010
Benjamin Ensor
and Courtney Tincher


Half of US adults own life insurance, and roughly 25 million apply for a new policy each year. The Web has recently overtaken agents as the most commonly used channel among US life insurance researchers. Among those who research their policy, two-fifths l

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