How can life insurers break through demand barriers?
In order to address a concerning gap in life-insurance coverage, insurers have to address the factors affecting demand for the product – and that means re-examining traditional assumptions. In a commissioned survey of 7,000 customers across seven mature insurance markets around the world, the Geneva Association, an international think tank representing the insurance industry, found that the percentage of those who currently own a life insurance product – including whole life, term life, critical illness, and annuities, among others – fell between just 6% and 16%. One reason behind that, according to the association’s study published earlier this year, was a “striking lack of insurance awareness.” It found that between one third (34%) and six tenths (60%) of responding customers were not aware of different life-insurance related products including whole life, term life, critical illness, annuity/retirement, and endowment/unit-linked products. Aside from lack of knowledge, it suggested that behavioural biases and economic constraints or considerations are holding consumers back. The paper identified eight behavioural factors that skewed people’s behaviour, including hyperbolic discounting (an exaggerated bias toward having a certain amount of money now over having a larger amount in the future); anchoring (assigning undue importance to irrelevant information); and loss aversion...