Digital Life Insurance: A Customer Journey Designed Around the Product
Life insurance applications often require more than a straightforward quote and purchase process. Insurers may need to collect suitability information, ask medical questions, capture beneficiary instructions and prepare policy documentation.
In this demo, we take out a life insurance policy using Garansure, showcasing how a configurable digital insurance platform can accommodate these requirements while giving insurers control over the customer experience.
A digital journey tailored to life insurance
Every insurance product has its own requirements. A simple insurance product may need only a few steps, while life insurance can involve additional questions, declarations and decisions before an application is complete.
Garansure allows insurers to configure the customer journey for each product, rather than forcing every product to follow the same predefined workflow.
Depending on the product’s requirements, insurers can organize the journey into relevant sections, customize the questions presented to customers, reorder the steps and remove unnecessary sections. The result is a digital application experience that reflects the product being sold.
What this life insurance demo showcases
1. Product suitability survey
The journey can include a suitability survey to collect the information required by the product’s application process.
Insurers can incorporate the appropriate questions into the customer journey, helping ensure that the application captures the information needed at the relevant stage.
2. Medical survey
Life insurance can require additional medical information. The demo illustrates how a medical questionnaire can form part of the digital application journey, alongside the other product-specific steps.
The questions and sections presented to customers can be configured to suit the requirements of the insurance product.
3. Flexible beneficiary designation
Beneficiary designation is another important part of a life insurance application.
The demo shows how customers can designate their legal heirs as beneficiaries or select multiple beneficiaries and allocate a percentage to each.
This provides a structured way to capture beneficiary instructions within the digital customer journey, rather than treating them as an afterthought outside the online application.
4. Policy documentation
At the end of the demonstrated journey, Garansure generates a demo policy PDF ready for signature.
This illustrates how policy documentation can form part of the digital application process, bringing the customer from the initial application steps through to the preparation of the relevant document.
The PDF shown is a demonstration document, and the video does not imply that an electronic signature is completed within the journey.
Customize the entire customer journey
The life insurance demo is an example of a broader Garansure capability: insurers can configure the customer journey around the specific needs of each product.
Through the Garansure CMS, insurers can manage the structure of their digital journeys, including:
- Configure the steps: Organize the application into the sections required by each insurance product.
- Reorder sections: Change the sequence of the customer journey using drag-and-drop controls.
- Customize the content: Adapt questions and information requests to the product’s requirements.
- Remove unnecessary steps: Keep the application focused on what is relevant to the customer and the product.
- Publish changes: Update the configured journey and see the changes reflected in the customer-facing experience.
This flexibility matters because no single customer journey is suitable for every insurance product. The information required, the decisions customers must make and the documents involved can vary significantly between product types.
Rather than developing a separate, fixed online application for every product, insurers can use Garansure to configure and manage different journeys through a common platform.
One platform, different insurance products
From simpler products such as exotic pet insurance to more involved applications such as life insurance, Garansure is designed to support different digital distribution requirements.
The objective is to give insurers greater control over how their products are presented and sold online, while reducing the need to treat every new product as an entirely separate digital project.