From life insurance to insurance for living

Given demographic changes, macroeconomic challenges, and shifting consumer expectations, the biggest life insurance market growth opportunity involves insurance for living – offering benefits that add immediate, tangible value throughout customers’ lives. This is especially important in engaging the under-40 demographic, who will build wealth as they age and represent an attractive risk profile due to a lower incidence of claims.

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• 78% of under 40s want living benefits within their policies
• 77% of under 40s are frustrated by lengthy onboarding, complex servicing, and slow claims processing
• 67% of under 40s want “phygital” insurance distribution models, that seamlessly integrate physical and digital touchpoints

The World Life Insurance Report 2026 urges decisive, urgent action across three strategic priorities to build insurance customer engagement:

1. Launch flexible, modular solutions with living benefits at the core. 
2. Enhance agent advisory capabilities by equipping advisors with AI tools and customer insights for personalized guidance delivered seamlessly across channels. 
3. Devise and execute ecosystem strategies by seamlessly partnering with financial services firms, wellness companies, and HR platforms. 

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