Online distribution is creating new opportunities for insurers, but even this fiercely competitive market faces the traditional challenge of consumers reluctant to address the needs and financial risks of their own mortality. RGA Lead Behavioral Scientist Peter Hovard shares behavioral science research and neuroscience techniques that show how positioning products in the right online contexts can make consumers more receptive to insurance messages. Insurers can leverage these “predictive moments” in their marketing by embedding relevant digital experiences that awaken consumers’ needs for life insurance – and make them more likely to pay attention to persuasive messages.

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