Description: Behavioral economics research has shown that small details can have a large impact on how a person behaves. As life insurance continues its evolution into the digital domain, life insurers now have an almost infinite number of ways to tweak their product offering, positioning, and delivery to the end consumer. Behavioral science is becoming increasingly more important to optimize these product design decisions and improve outcomes for both insurers and their customers. Discover a brief overview of key behavioral economic concepts and dive into two SOA research projects that are exploring how behavioral economic techniques can be used in different parts of the life insurance value chain. First, you'll start before a policy is even sold, by exploring how behavioral economics, through techniques such as the messenger effect, can be used to increase consumers' comprehension of policies and life insurance's value. Second, you'll look at how underwriting question design can impact applicant behavior and lead to higher quality application data. At the conclusion, you'll enjoy having a better understanding of how behavioral economic techniques can be applied in a life insurance context.