Behavioral Science and Life Insurance Life insurance ownership in the U.S. has declined, partly due to low consumer comprehension, with only 25% of provided information understood. Research by RGA and the SOA Research Institute found that simplifying language alone isn’t enough—enhancing salience through visuals, FAQs, and interactive tools improved comprehension by up to 28%. Video explanations, particularly with human presenters, further boosted understanding by 15%. These behavioral science techniques can help insurers design more effective customer journeys, improving trust and decision-making in digital insurance sales.
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