Best Practice Report

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

US Life Insurers Disappoint With Weak Digital Guidance

April 18th, 2018
With contributors:
Benjamin Ensor , August du Pont , Scott Ross , Piers Conway

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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