Best Practice Report

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

US Life Insurers Disappoint With Weak Digital Guidance

Ellen Carney
Jennifer Wise
 and  four contributors
Apr 18, 2018

Summary

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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