For life insurance carriers, the moment of claim represents far more than a financial transaction — it is the single greatest opportunity to build a lasting relationship with a beneficiary. Yet despite years of heavy investment in modernizing claims operations, which has resulted in higher satisfaction scores, fewer than 1 in 10 beneficiaries go on to purchase a policy from the same carrier. Operational excellence, it turns out, is not enough.
This research, based on a survey of 272 life insurance claimants and 12 in-depth interviews, reveals what is actually missing. It identifies the specific factors that drive post-claim loyalty, advocacy and purchase intent, and the operational improvements that, despite their cost, have no meaningful effect on any of them. The findings challenge several widely held assumptions about what beneficiaries want and when they want it.
Download the research to understand:
- Why high satisfaction scores are not producing retention or conversion — and what does
- The post-claim support gap: what beneficiaries want vs. what carriers currently deliver
- How pre-claim engagement shapes the entire downstream experience
- Which touchpoints independently predict positive post-claim perception
- A three-principle framework for turning a single payout into generational loyalty