Life insurance demand & consumer awareness gaps

Life insurance suffers from low consumer engagement, P&C agents rarely cross-selling it, and underwriting processes that feel slow and outdated for younger buyers.

Analysis:

Simplified-issue and instant-decision life insurance platforms (Ladder, Bestow, Ethos) have proven the model. The market is large but competitive, and distribution remains the key challenge. The next wave may be embedded life insurance at point of need (mortgage, employment).