The issuers, distributors and agents in the life insurance industry need to make more and better use of social media to get people covered.
“Our goal is to one day see every adult covered by life insurance,” Feldman told attendees at a conference session.
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The way to reach consumers, and get information about life insurance in the hands of those who need it, has undergone a transformation, Feldman said.
“A few years ago, we looked at our initiatives,” Feldman said. “We were in print, period. That’s how we got our message out. At that point, we worked with an ad agency to help redefine how we would deliver our message and get these tools in the hands of agents and advisors.”
The National Association of Insurance Life Brokerage Agencies has an active technology committee, but Feldman, who attended NAILBA 36 with other Life Happens representatives, said the industry as a whole could do more.
“It’s true, our industry is slow to adopt new technology,” Feldman said. “In many ways, we’re tied to how things have been done, and we can be archaic in some processes, but we see the results when we embrace digital platforms and have a targeted social media presence.”