Behavioral Science in Life Insurance Focus of New Study from Society of Actuaries Research Institute
The Society of Actuaries (SOA) Research Institute and Reinsurance Group of America (NYSE:RGA) have released a new study on behavioral science in life insurance. The research, titled "Searching for Simplicity: Using Behavioral Science to make Life Insurance Product Information Simple and Effective," simulated online term life insurance purchasing to test behavioral science techniques. It aims to help insurers simplify and improve the life insurance buying experience for consumers.
The study involved two experiments: one focused on improving comprehension of written messages in the sales journey, and another examining the impact of human and AI-generated videos. Each experiment collected data from 2,000 U.S.-based participants. The research provides insights on how insurers can enhance customer understanding of life insurance products and suggests directions for future research in this area.
L'Istituto di Ricerca della Society of Actuaries (SOA) e il Reinsurance Group of America (NYSE:RGA) hanno pubblicato un nuovo studio su scienza comportamentale nell'assicurazione sulla vita. La ricerca, intitolata "Alla ricerca della semplicità: utilizzare la scienza comportamentale per rendere semplice ed efficace l'informazione sui prodotti assicurativi sulla vita," ha simulato l'acquisto online di polizze assicurative temporanee per testare le tecniche di scienza comportamentale. L'obiettivo è aiutare gli assicuratori a semplificare e migliorare l'esperienza d'acquisto dell'assicurazione sulla vita per i consumatori.
Lo studio ha coinvolto due esperimenti: uno focalizzato sul miglioramento della comprensione dei messaggi scritti nel percorso di vendita e l'altro che esaminava l'impatto di video generati da esseri umani e da AI. Ogni esperimento ha raccolto dati da 2.000 partecipanti statunitensi. La ricerca fornisce spunti su come gli assicuratori possano migliorare la comprensione dei prodotti assicurativi sulla vita da parte dei clienti e suggerisce direzioni per ulteriori ricerche in questo settore.
El Instituto de Investigación de la Society of Actuaries (SOA) y el Reinsurance Group of America (NYSE:RGA) han publicado un nuevo estudio sobre ciencia del comportamiento en el seguro de vida. La investigación, titulada "Buscando simplicidad: utilizando la ciencia del comportamiento para hacer que la información sobre productos de seguro de vida sea simple y efectiva," simuló la compra de seguros de vida a término en línea para probar técnicas de ciencia del comportamiento. Su objetivo es ayudar a los aseguradores a simplificar y mejorar la experiencia de compra de seguros de vida para los consumidores.
El estudio involucró dos experimentos: uno centrado en mejorar la comprensión de los mensajes escritos en el proceso de ventas y otro que examinaba el impacto de videos generados por humanos y por IA. Cada experimento recolectó datos de 2,000 participantes con base en EE. UU.. La investigación proporciona información sobre cómo los aseguradores pueden mejorar la comprensión del cliente con respecto a los productos de seguros de vida y sugiere direcciones para futuras investigaciones en esta área.
미국 보험계리사협회(SOA) 연구소와 미국 재보험 그룹(NYSE:RGA)이 생명보험의 행동 과학에 관한 새로운 연구를 발표했습니다. "단순성을 찾다: 행동 과학을 이용하여 생명보험 상품 정보를 간단하고 효과적으로 만드는 방법"이라는 제목의 이 연구는 온라인의 기간 생명보험 구매를 시뮬레이션하여 행동 과학 기법을 테스트했습니다. 이 연구의 목표는 보험사가 소비자를 위해 생명보험 구매 경험을 간단하고 개선하는 것입니다.
연구는 두 가지 실험으로 구성되었습니다. 하나는 판매 과정에서 작성된 메시지의 이해도를 높이는 데 중점을 두었고, 다른 하나는 인간과 AI가 생성한 비디오의 영향을 분석했습니다. 각 실험은 미국에 기반을 둔 2,000명의 참가자로부터 데이터를 수집했습니다. 연구 결과는 보험사가 생명보험 상품에 대한 고객 이해도를 개선할 수 있는 방법에 대한 통찰력을 제공하며, 향후 이 분야에서의 연구 방향을 제안합니다.
L'Institut de recherche de la Society of Actuaries (SOA) et le Reinsurance Group of America (NYSE:RGA) ont publié une nouvelle étude sur la science comportementale dans l'assurance-vie. La recherche, intitulée "À la recherche de la simplicité : utiliser la science comportementale pour rendre l'information sur les produits d'assurance-vie simple et efficace," a simulé l'achat en ligne d'une assurance-vie temporaire afin de tester des techniques de science comportementale. L'objectif est d'aider les assureurs à simplifier et améliorer l'expérience d'achat d'assurance-vie pour les consommateurs.
L'étude a impliqué deux expériences : l'une axée sur l'amélioration de la compréhension des messages écrits dans le parcours de vente et l'autre examinant l'impact des vidéos générées par des humains et par l'IA. Chaque expérience a recueilli des données de 2 000 participants basée aux États-Unis. La recherche fournit des idées sur la manière dont les assureurs peuvent améliorer la compréhension des produits d'assurance-vie par les clients et suggère des directions pour de futures recherches dans ce domaine.
Das Forschungsinstitut der Society of Actuaries (SOA) und die Reinsurance Group of America (NYSE:RGA) haben eine neue Studie zur Verhaltenswissenschaft in der Lebensversicherung veröffentlicht. Die Forschung mit dem Titel "Auf der Suche nach Einfachheit: Nutzung der Verhaltenswissenschaft zur Vereinfachung und Effektivierung von Produktinformationen zur Lebensversicherung" simulierte den Online-Kauf von Lebensversicherungen, um Techniken der Verhaltenswissenschaft zu testen. Ziel ist es, Versicherern zu helfen, das Einkaufserlebnis in der Lebensversicherung zu vereinfachen und zu verbessern.
Die Studie umfasste zwei Experimente: eines konzentrierte sich auf die Verbesserung des Verständnisses geschriebener Nachrichten im Verkaufsprozess, und ein anderes untersuchte die Auswirkungen von menschlich und AI-generierten Videos. Jedes Experiment sammelte Daten von 2.000 Teilnehmern aus den USA. Die Forschung gibt Einblicke, wie Versicherer das Verständnis der Kunden für Lebensversicherungsprodukte verbessern können, und schlägt Richtungen für zukünftige Forschungen in diesem Bereich vor.
- Collaboration between SOA Research Institute and RGA (NYSE:RGA) on behavioral science research
- Potential for improving consumer understanding and purchasing experience of life insurance products
- Large sample size of 2,000 U.S.-based participants for each experiment
- None.
The research report "Searching for Simplicity: Using Behavioral Science to make Life Insurance Product Information Simple and Effective" provides insights on how insurers can help sharpen the customer's understanding of life insurance products and formulates a direction for future research.
"This research highlights techniques insurers can use to simplify and improve the life insurance purchasing experience for consumers," said Rosmery Cruz, Executive Director, Behavioral Data Science, RGA. "Insights from the research demonstrate how strategically applied behavioral science can foster greater comprehension, trust, and clarity around these vital protection products."
RGA's behavioral science team designed an experiment to improve the comprehension of written messages used in the sales journey for life insurance. A second experiment examined the impact of harnessing both human and AI-generated videos.
"Many people find life insurance complex, and this research with RGA helps explore how to best engage with customers by enhancing the product relevance and understanding," said R. Dale Hall, FSA, CERA, MAAA, SOA Managing Director of Research.
The researchers collected two samples of 2,000
About The SOA
With roots dating back to 1889, the Society of Actuaries (SOA) is the world's largest actuarial professional organization with more than 33,000 actuaries as members. The SOA's vision is for actuaries to be the leading professionals in measuring and managing risk. To learn more, visit soa.org.
About the SOA Research Institute
Serving as the research arm of the SOA, the SOA Research Institute provides objective, data-driven research bringing together tried and true practices and future-focused approaches to address societal challenges and your business needs. It provides trusted knowledge, extensive experience and new technologies to help effectively identify, predict and manage risks. www.soa.org/research/research-institute/
About RGA
Reinsurance Group of America, Incorporated (NYSE: RGA) is a global industry leader specializing in life and health reinsurance and financial solutions that help clients effectively manage risk and optimize capital. Founded in 1973, RGA is today one of the world's largest and most respected reinsurers and remains guided by a powerful purpose: to make financial protection accessible to all. As a global capabilities and solutions leader, RGA empowers partners through bold innovation, relentless execution, and dedicated client focus — all directed toward creating sustainable long-term value. RGA has approximately
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SOURCE Society of Actuaries
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