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WINDSOR, Conn., June 9, 2011 — Last week at LIMRA’s 2011 Marketing and Research Conference in Boston, Payton Dobbs, manager of Google’s Financial Services Online Sales, told an audience of 200 life insurance professionals that online users are expected to double in the next decade, including those looking for life insurance.

“In the shortest span of time — less than the age of a teenager — a lot has happened to our digital landscape. Consumers have moved from simply researching, to buying and now virtually living online,” said Dobbs. “This is the perfect opportunity for the life insurance industry to capture this audience. “In conjunction with Harris Interactive, Google has found that 43 percent of potential customers are shopping for life insurance online and with the rapid adoption of mobile technology, the opportunities are limitless.”

Dobbs advised attendees that the key to online success was three-fold: you must be found; you must provide relevant information and you must be accountable, ensuring that your customers have easy access to the information they need. During his remarks, Dobbs discussed specific strategies that would be easier using analytic tools, targeting messaging with embedded links to drive prospects deeper into your website, and adding click to call phone numbers at every step to make it easy for consumers to finish the transaction.

Dobbs challenged his audience with the question: “There are 10 million online life insurance consumers, how will you win this market?”

LIMRA’s Market and Research Conference is a three-day event, providing an opportunity for its participants to learn leading edge marketing efforts and revolutionary research from industry leaders and top practitioners that will help drive innovation and growth.


LIMRA is a worldwide research, consulting and professional development organization that helps more than 850 insurance and financial services companies in 73 countries increase their marketing and distribution effectiveness. Visit LIMRA at

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