The life insurance industry is moving into a future where manual underwriting will be the exception, not the norm. Globally, those with coverage buy more while the number of uninsured stays flat. The problem is one of timing and convenience more than a disinterest in life products. There are moments when life products are top of mind, but the moment passes (“I need those things, but not today”). Embedded insurance provides opportunities to offer products in those moments (home purchase, buying a baby crib online, etc.). The next few years will see an array of life insurance offers embedded with a primary product from a brand consumers trust and recognize. Examples include accidental death coverage embedded in the price of an adventure sports ticket, or a level of life insurance in the price of an ESG product. Embedded insurance is just beginning today, but tomorrow, it will be a leading channel for reaching new segments with new products via unique experiences.