The life insurance purchasing journey can be a lengthy and winding road in consumers’ view. Today, we see many life insurers around the world attempting to change this perception by promoting a “quick and easy,” “no exam,” or “instantly approved” application process, hoping that would increase the number of people who own life insurance. Many of these processing speed accelerations are now possible thanks to  technological advancements. But what about non-technical aspects of product design and  the application process? From consumers’ point of view, what touchpoints of the life insurance customer journey do they value, or which ones can they do without? In simple terms, which factors influence consumers’ decision-making in buying life insurance products?

SCOR’s Behavioral Science team, in partnership with the Université Paris Nanterre, undertook a research initiative to look deeper into the mechanism of how and why people make specific decisions when it comes to purchasing life insurance. This article, a part of this Discrete Choice Experiment (DCE) study series, focuses on consumers’ attitudes toward the provision of health information and the availability of a prevention program in the context of what these results can tell us about consumers’ attitudes towards underwriting.