Agentic AI could reshape life insurance, according to Deloitte, which released its annual Financial Services Industry Predictions and 2026 Insurance Predictions reports.
"Agentic AI creates an unprecedented opportunity for life insurance carriers to make products easier to understand, easier to shop for, and easier to buy, while still preserving the human trust that has always mattered in this industry," Bill Jarmuz, managing director of Deloitte Consulting, told Digital Insurance.
Consumers are increasingly using AI as part of their self-education process. Fifty-one percent are reportedly willing to research and shop for life insurance using AI tools, according to the
"AI can handle the friction, the education, the follow-up and some of the administrative burden, allowing agents and advisers to focus on judgment, trust and helping clients make decisions with confidence," Jarmuz said. "That distinction matters because life insurance is still deeply personal and at the end of the day, a complex product. Most consumers do not want to make these decisions entirely alone. Even digitally native consumers often want reassurance before they commit."
The Deloitte Center for Financial Services predicts that by 2030, agentic AI embedded in life insurance distribution could add $2 billion in annual incremental premiums in the U.S. The center also predicts that AI could increase new annualized individual life insurance premiums in the United States by 11% in the same timeframe.
The analysis draws on four inputs: market size, industry adoption, current sales gaps and ticket size. LIMRA and Life Happens Insurance Barometer data was used to estimate the uninsured and underinsured market.
"The bigger story for the industry is growth, and insurers that deploy these capabilities well can make coverage easier to access, more personalized and more scalable," Jarmuz said. "Those that get it right will
