The majority of Generation X and Y policyowners and almost half of Boomer policyowners who have visited their life company’s website sought online services from their insurers, according to LIMRA. “With Internet usage growing almost 150 percent in the last decade, it is vital that companies understand who their online audience is and what their expectations are and develop a website that offers the important services that these customers say they want,” said Mary Art, LIMRA research director, technology in marketing and distribution research.

So, what do they want? Customers are interested in obtaining a wide variety of online services, with billing information, e-mail and mailing address updates, forms access and policy information high on their list, according to LIMRA’s “Connecting for Service Online: Customer Service for Life Insurance.” LIMRA researchers suggest that insurers also offer information on managing finances and planning relevant to their financial concerns, such as saving for college, building an emergency fund, saving for retirement and saving for a home.

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