While researching innovative strategies in the life insurance industry, I came across an insightful case study detailing Assumption Life’s transformative journey. The lessons from their success hold valuable implications not just for Canada but for the U.S. life insurance market as well. Inspired by their approach, this article explores the key takeaways from their case study, demonstrating how life insurers in the United States can apply these insights to thrive in a competitive landscape.
In the rapidly evolving landscape of life insurance, companies face mounting pressure to innovate and adapt. Changing consumer expectations, restricted distribution methods, and operational inefficiencies compel life carriers to rethink traditional strategies. Assumption Life’s journey offers a compelling case study on how embracing technology and strategic partnerships can drive growth and transformation.
As the first Canadian life insurer to digitalize within the brokerage network, Assumption Life leveraged technology to address key challenges, redefine its operations, and deliver exceptional results. This article explores their journey, lessons learned, and the broader implications for the industry.
The Challenges Facing Life Life Carriers Today
For mid-market life product life carriers like Assumption Life, the competitive landscape presents unique challenges:
- Changing Consumer Expectations: Modern customers demand speed, convenience, and personalized solutions. Traditional advisor-led sales often fall short of meeting these expectations, requiring life carriers to explore alternative online models.
- Limited Distribution Reach: Regional restrictions and an over-reliance on advisors can limit market penetration, particularly for mid-market consumers often overlooked in traditional channels.
- Operational Inefficiencies: Manual processes in compliance, policy applications, and customer service increase costs, cause delays, and risk errors.
- Customer Experience Gaps: A fragmented journey from policy selection to issuance can alienate potential clients, making seamless user experiences a critical success factor.
Assumption Life recognized these challenges and took proactive steps to address them.
The Role of Technology in Addressing Distribution Challenges
Assumption Life’s collaboration with Lavvi, a digital distribution platform, marked a pivotal shift in their approach. Lavvi’s API-driven platform provided Assumption Life with the tools to enhance partnerships, expand reach, and streamline operations.
Key Innovations Implemented:
- Integrated Digital Partnerships: Lavvi’s platform enabled Assumption Life to integrate seamlessly with other life carriers, financial institutions, and distributors. Partnerships with organizations like Blue Cross Life (BCL) and Better Mortgage Insurance allowed Assumption Life to bundle products and tap into new markets.
- Data-Driven Insights: The platform provided Assumption Life with robust consumer analytics, enabling tailored product offerings and data-informed strategies.
- Operational Automation: Automating compliance and application processes minimized errors, improved efficiency, and freed up resources to focus on core competencies.
- Enhanced User Experience: Lavvi’s intuitive platform created a streamlined consumer journey, from browsing to policy issuance, leading to higher conversion rates and customer satisfaction.
Outcomes: Quantifiable Successes
The results of Assumption Life’s digital transformation are nothing short of extraordinary:
- Revenue Growth: A 231 percent year-over-year increase in individual life insurance sales through online channels.
- Market Expansion: Access to new regions, including Quebec, with five new branches of business.
- Higher Conversion Rates: A 300 percent increase in bundling rates and 30 percent consumer conversion from partner websites.
- Improved Customer Satisfaction: A seamless, user-friendly checkout process resonated with modern consumers, enhancing brand loyalty.
Assumption Life’s strategic focus on distributors as partners, rather than competitors, has been central to its success. By empowering distributors with digital tools, they created a win-win ecosystem where all parties thrive.
Key Lessons for the Industry
Assumption Life’s journey underscores several critical lessons for life carriers:
- Partnerships are Key
Building partnerships with distributors, InsurTechs, and other carriers can unlock untapped revenue streams and market access. Assumption Life’s ability to integrate its products into distributors’ offerings allowed it to amplify its reach and meet consumers where they are. - Data is a Game-Changer
Consumer data isn’t just a byproduct of operations—it’s a strategic asset. Insights derived from Lavvi’s platform enabled Assumption Life to tailor products and proactively meet evolving customer needs. - Technology Drives Efficiency
Digital platforms simplify complex processes, reduce errors, and speed up time-to-market. Assumption Life’s automated processes illustrate how operational excellence can lead to tangible business results. - Customer Experience is Paramount
Today’s customers expect seamless, fast, and intuitive experiences. Life carriers who invest in user-friendly platforms not only improve conversion rates but also build lasting relationships.
Implications for the Future of Life Insurance Technology
Assumption Life’s success provides a roadmap for other life carriers navigating digital transformation. As technology continues to reshape the industry, several trends emerge:
- Hybrid Distribution Models
Combining advisor-led sales with digital platforms creates flexibility and broadens consumer access. Hybrid models allow life carriers to serve diverse demographics without alienating traditional advisors. - Embedded Insurance
Partnering with non-traditional distributors—such as financial institutions or mortgage providers—enables life carriers to embed their products into everyday transactions, making life insurance more accessible. - AI and Automation
Artificial intelligence will further streamline underwriting, claims adjudication, and customer interactions. Automating repetitive tasks enhances efficiency and frees up human resources for higher-value activities. - Regulatory Adaptation
Navigating regional regulations requires flexible platforms capable of automating compliance. Digital tools like Lavvi’s can help life carriers adapt to local requirements without sacrificing efficiency.
A Blueprint for Success
Assumption Life’s journey is a testament to the power of aligning business goals with technological solutions. Their remarkable growth—achieved through strategic partnerships and digital innovation—offers invaluable insights for the industry.
In an era where buzzwords like “digital transformation” often lack substance, Assumption Life stands out as a practical example of how technology can solve real-world challenges. Their ability to expand reach, optimize operations, and enhance customer experiences is a blueprint for life carriers seeking sustainable growth in a competitive market.
By placing distributors at the center of their strategy and embracing technology, Assumption Life has demonstrated that when distributors succeed, the benefits cascade to end consumers, creating a holistic cycle of growth and satisfaction.
As Luc Bossé, VP of Sales & Marketing at Assumption Life, aptly puts it:
“Allowing the Lavvi team to lead the build of our digital distribution platforms for our distribution partner strategies has allowed our internal teams to refocus on backend systems and processing. We’ve seen a 231 percent increase in online sales year over year via our distribution partners’ direct-to-consumer solutions, and that number is still rising!”
For life carriers looking to navigate the challenges of the modern market, Assumption Life’s success story offers a clear directive: Embrace digitalization, foster partnerships, and prioritize the customer experience. The future of life insurance lies in transformation—and those who adapt will thrive. To read Lavvi case studies visit https://lavvi.com/resources.
How BGAs And IMOs Are Embracing Digital Annuity Solutions
The annuity market is undergoing a significant transformation, driven by record-breaking sales, shifting consumer demand, and technological advancements that are making annuities more accessible than ever. Traditionally, annuity order entry platforms were designed for institutional financial firms, leaving independent life brokerage agencies with limited digital solutions. However, with the rise of innovative platforms and growing interest in guaranteed retirement income, the industry is witnessing a shift. New technologies are streamlining the annuity sales process, improving transparency, and enabling advisors to better serve their clients. As annuity adoption expands beyond traditional distribution channels, independent agents, BGAs, and IMOs now have powerful tools at their disposal to navigate the growing marketplace efficiently.
For years, leading annuity order entry platform vendors dominated the financial institutional space, with limited penetration into the independent life brokerage sector. However, that landscape is shifting. iPipeline’s AFFIRM® for Annuities, a multi-carrier compliance and order management system, has long been a preferred choice for Independent Broker-Dealers and Wire Houses. Designed to streamline annuity transactions for carriers, distributors, and financial professionals, AFFIRM® supports both fixed and variable annuity products, ensuring seamless order entry and compliance. More recently, the platform has gained traction among BGAs and IMOs for electronically submitting annuity applications, marking a significant expansion in its adoption.
Hexure’s FireLight® has had an early advantage in the independent distribution space, thanks to its comprehensive digital sales capabilities for both life insurance and annuities. By integrating pre-sale functions, sales illustration tools, and post-sale services into a single platform, FireLight enhances efficiency and user experience, making it a go-to solution for independent advisors seeking a streamlined, end-to-end annuity sales process.
As annuity adoption expands in the independent brokerage space, the broader market trends further underscore the growing demand for these products. Record-high annuity sales, driven by rising interest rates and a wave of retiring baby boomers, highlight a massive opportunity for financial professionals. Yet, despite this momentum, annuities remain underutilized, with many retirees unaware of their potential benefits. The challenge? Complexity. Many advisors and consumers struggle to navigate the diverse range of products, making it difficult to compare options and confidently select the best solution. This is where innovative technology solutions, like BackNine’s Quote & Apply platform, are stepping in to simplify the process and bring annuities to a wider audience.
Total annuity sales posted $432.4 billion in 2024, the third consecutive year of record high annuity sales, per LIMRA. With the backdrop of the best interest rate environment in nearly 20 years, and more than 10,000 baby boomers retiring every day, it’s easy to understand why the annuity market is so hot. Bryan Hodgens, Head of LIMRA Research, puts it best–“Since the pandemic, we have seen a significant rise in consumer interest in investment protection and guaranteed retirement income solutions.” More than 70 percent of the marketplace is in fixed, indexed, and income annuities, meaning the opportunity for insurance professionals to expand their business and work with a wider swath of clients is rich.
Despite the boom in the annuity markets, it’s estimated that only about 10 percent of retirees own annuities. This is in the face of research that suggests the average American would be interested in the protection and guarantees afforded by annuities. For example, American Century Investment’s Annual Retirement Survey found that 92 percent of Americans would be interested in using a portion of their retirement plans to generate guaranteed lifetime income.
The most likely reason for this disconnect? Annuities are seen as complex solutions by advisors and retail clients alike, and carriers can make it difficult to compare different products. It’s difficult to act in your client’s best interest when you can’t easily compare all of the solutions in the marketplace. BackNine Insurance and Financial Services is a BGA that has enhanced their multi-carrier life insurance quoting and eApp solution to now support annuities. This system has allowed agents and their clients to find the best coverage for their dollar in all manners of life insurance, from term life to IUL to long term care. With their most recent enhancement, Quote and Apply can now help you easily find the best lifetime income annuity for each client’s unique case.
As an example, let’s imagine you’re working with a 60-year-old client who plans to retire at age 66 whose only source of guaranteed lifetime income is Social Security. You discover in your meeting that the client has $200,000 eligible for rollover into an annuity. By answering just five questions, you’ll be shown the highest lifetime income solution out of more than 100 different products. You can easily find key details, such as fee rates, liquidity provisions, and surrender schedules, and you can download client brochures or advisor guides. You can also compare the contract to other top options, allowing you to show clients that you’re acting transparently in their best interest with your recommendation.
Financial planners can also use this tool to solve for a client’s income gap–if you know the difference between the client’s expected retirement expenses and their other guaranteed income sources, you can find the most efficient income product for their plan. Once you know your product of choice you can easily bridge into BackNine’s online order entry portal, allowing you to complete forms digitally and collect signatures electronically. This process saves valuable time, reduces new business errors, and makes writing annuity business much easier. While you may have utilized other quoting and comparison engines, what sets BackNine apart is the ability to solve for all insurable needs in one place. As the first multi-product line consumer-facing quote and application system, Quote & Apply empowers agents and their clients to get quotes in seconds and apply in minutes. BackNine also offers a proprietary CRM, BOSS™ (Back Office Support System) to help agents easily manage client relationships and new business.
BackNine’s President of Annuity Sales, Matt Gozdecki, sees Quote and Apply for annuities to get back to the basics, “Study after study shows us that the appetite for guaranteed retirement income amongst Americans is significant, but the insurance industry has unnecessarily complicated that conversation. Quote and Apply lets you take the conversation away from confusing riders, roll up rates, bonuses, and deferral credits, and put the focus back on what matters–protecting lifetime income as efficiently as possible!”’
As the annuity landscape evolves, the role of technology in simplifying the sales process and expanding access to these valuable financial products cannot be overstated. The surge in annuity sales underscores a growing consumer appetite for guaranteed retirement income, yet the complexity of product comparisons and application processes has historically been a barrier to broader adoption. Fortunately, platforms like iPipeline’s AFFIRM®, Hexure’s FireLight®, and BackNine’s Quote & Apply are breaking down these barriers, empowering financial professionals with the tools they need to act in their clients’ best interests. By providing intuitive interfaces, seamless digital workflows, and real-time product comparisons, these solutions are making it easier than ever to incorporate annuities into holistic retirement strategies.
For independent agents, BGAs, and IMOs, the opportunity is clear: embracing digital platforms can lead to increased efficiency, fewer errors, and ultimately, more satisfied clients. As more retirees seek financial security amid market uncertainty, advisors who leverage these technologies will be best positioned to meet demand and drive business growth. The future of annuity distribution is digital, transparent, and advisor-friendly. By adopting the right tools today, financial professionals can ensure they are not just keeping pace with the industry’s evolution but leading the way in providing innovative retirement income solutions.