Discussing life insurance is a conversation most people would rather not have. It's about mortality. That makes it uncomfortable and deeply personal, yet historically, the process of buying life insurance has been anything but personal. Daunting paper forms, long phone calls, multi-week wait times and workflows that treat every applicant the same. That friction doesn't just frustrate people; it slows access to something designed to protect families during life's hardest moments.
The emotional stakes of life insurance are high, and the application experience needs to meet people with the same care, speed and clarity they've come to expect in today's digital world, whether that's ordering breakfast ahead of time, booking a ride in seconds, or streaming a movie with one click.
From hyper automation to hyper personalization
For years, the industry has focused on hyper automation: data, machine learning, and advanced workflows to remove manual steps and streamline decisions. That remains critical. But the next frontier is hyper personalization. One-size-fits-all digital journeys won't work.
The process of filling out the application should fit each customer, accounting for their health profile, life events, distribution channel, and product selection. The process should happen however the customer wants: fully digital, fully supported by an advisor, or somewhere in between. That means building ecosystems that can adapt to each customer.
A different approach to transformation
Transformation isn't just an engineering challenge. It requires both technologists and business experts, with deep experience, so business expertise is embedded directly inside technology.
This approach bridges the traditional divide. Product and transformation leaders ensure that the team is not just building systems that work but building systems that solve the right problems for customers, advisors and distribution partners.
The role of AI and digital infrastructure
Emerging AI technologies have the potential to meaningfully improve the customer experience and enhance the overall buying process. We see opportunities for AI to surface new insights, drive faster operational workflows, and improve back-office efficiency. AI can efficiently complement the human expertise we will continue to rely on to make underwriting decisions, process claims, and provide personal support when you need it.
The evolving customer and advisor journey
There is no longer a single "insurance journey." Applicants may want to apply from their phone in 15 minutes or sit down with an advisor they've trusted for years. Many want a blend, starting digitally, then shifting to human guidance when the decisions feel weightier. The role of the life insurance industry is to support all paths with flexible, intelligent systems.
For advisors, transformation means less time chasing paperwork and more time guiding clients. With better tools and fewer administrative burdens, advisors can focus on what matters most: helping families choose the right protection.
The bottom line
The life insurance industry is shifting from a process that was once slow, rigid and static to one that is fast, flexible and deeply personal. It's not about choosing between speed and personalization any more. We at Legal & General America have to deliver both. Because when the worst day comes for a family, they deserve protection that was easy to secure, affordable to maintain, and designed with their unique needs in mind.
