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The innovation landscape in life insurance is increasingly shifting towards providing benefits that extend beyond traditional death benefits. This evolution often manifests in the form of combination products, product bundling, and ancillary benefits. These innovative designs aim to enhance customer value throughout the policyholder's lifetime, addressing a wider array of financial and lifestyle needs while managing costs effectively. This webcast encapsulates research on how U.S. insurers are innovating in the realm of non-life benefit offerings.