Faced with a struggling life insurance market, New York-based life insurer AXA Equitable has ramped up its mainstream marketing efforts, turning to technology to attract new policyholders.

Two new marketing initiatives the company released this fall target young, tech-savvy families and individuals. The first, an online game called Pass It On, was released in September, and is designed to take the consumer along the “journey of life” highlighting the opportunities to purchase insurance coverage that will protect family members. 

This month, the company released an iPad app that walks consumers through all the details of their Athena Indexed Universal Life product, allowing users to customize their experience by naming their individual needs and using quizzes to educate about the need for life insurance. The app contains much of the same information a broker would traditionally pass on to an interested customer in a brochure.

“It’s an elegant guided experience, if you’re with your advisor or alone,” Connie O’Brien, SVP of Internet strategy and development for AXA, says. “The brochure is there, and it’s cheaper than printing it and carrying mounds of paper around with you.”

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