Description: There are two key trends in the preneed and final expense insurance market, the first being small independently held preneed insurance companies presenting attractive acquisitional benefits and secondly, changing consumer attitudes may drive increased final expense activity in the future.

Description: In collaboration with the Society of Actuaries Research Institute, RGA’s Behavioral Science team designed two experiments with U.S.-based participants to explore how behavioral science techniques can improve comprehension in life insurance purchasing journeys. The first experiment aimed to increase understanding of term life insurance via simulated online digital journeys. Building on the findings of the first, the second experiment investigated the effects of using both human and AI-generated videos. While the research focused on digital delivery of term life insurance, the relevance of tested techniques extends further, providing insights for improving information presentation for other insurance products and in non-digital formats.