Life insurers can't afford to hold back on innovation

Life insurers have not been known to provide the same type of customer services that property & casualty insurers do to attract and retain loyal policyholders. For example, the “once and done” approach to selling a whole life policy employed in the past carried with it a stigma of avoidance—the policyholder and/or beneficiary did not necessarily want to encounter the insurance agent or the insurer once they obtained their policy