Life insurers still have significant obstacles to overcome in meeting online customer expectations, particularly compared with other financial services providers now using the Internet. A consumer study released by Waltham, Mass.-based Gomez Inc., an Internet quality measurement firm, said that poor usability, inconsistent site performance, and lack of strategic direction all continue to plague the online life insurance selling movement. On the latter point, Gomez indicates that too many Web sites are designed to showcase products rather than meet the needs of goal-oriented consumers. Despite this misdirection, the Gomez study concludes that consumer interest is piqued for using the Internet to perform life insurance-related tasks.
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