Life/Annuity Insurers Taking Product and Distribution Strategy Cues from InsurTech

Startups provide key innovation and marketing insights for L/A carriers: Novarica

Boston, MA (Nov. 8, 2018) – The rise of new InsurTech entrants has inspired incumbent L/A carriers to reevaluate the ways they have historically addressed consumer, agent, wholesaler, and broker-dealer needs. In a new brief, InsurTech Impact on Life/Annuity Product and Distribution Strategy , research and advisory firm Novarica discusses lessons learned in marketing, product, and distribution as incumbent carriers work with and/or alongside innovative startups.

“Incumbent carriers can learn from InsurTechs to improve their positioning, their outreach methods, and the tools their agents have,” said Deb Culliton, VP of Research and Consulting, and lead author of Novarica’s new report. “InsurTechs also have experience developing product offerings, systems, and UX design from scratch to build a business from the ground up.”

A preview of the brief is available online.


Life insurers are increasingly willing to experiment with digital distribution, driven in part by the example set by InsurTechs and their customer-centric approach to products, marketing, and distribution. Unafraid to fail and retry, InsurTechs are searching for ways to optimize the digital buying process for life insurance and expand the market.

With InsurTech business models providing insurers with fresh new perspective, insurers are taking steps to restructure their new business and underwriting capabilities. Many traditional life carriers are developing D2C products while others are providing their agents, wholesalers, and broker-dealers with more effective digital capabilities.

Click here for the table of contents or to access the report.

About Novarica

Novarica helps more than 100 insurers make better decisions about technology projects and strategy through retained advisory services, published research, and strategy consulting. Its knowledge base covers trends, benchmarks, best practices, case studies, and vendor solutions. Leveraging the expertise of its senior team and more than 300 CIO Research Council members, Novarica provides clients with the ability to make faster, better, more informed decisions. Its consulting services focus on vendor selection, custom benchmarking, project checkpoints, and IT strategy. For more information, visit

Source: Novarica

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