This project will document the expectations and emotions that surround the experience of shopping for and purchasing life insurance (individual, not group coverage). The conversation will be structured around the dimensions of the Cx model and explore differences in the experiences of shoppers and buyers in three life stages:
Starting Out (23-34 years old)
- Limited knowledge, experience, and budgets
- Grown up accustomed to tech-based learning and commerce
Wealth Builder (35-54 years old)
- More established families and/or careers
- Better defined goals
- May still have limited knowledge but likely to have more experience with financial products
Later in Life (55-70 years old)
- Less typical buyers of life insurance
- May be looking for solutions to different needs
- May have more comfort with traditional sales models
Additional studies will be added throughout the year.