Report Snapshot

Embedded life insurance opens new distribution channels to get basic offerings in front of consumers—and at contextually relevant moments when they’re more likely to buy. To maximize this opportunity, insurers must move fast and partner with brands that are trusted, well recognized, and digitally mature.

Key Question: How can life insurers form brand partnerships to embed offerings and reel in new customers?

KEY STAT: US life insurance penetration pales in comparison to other lines, like auto insurance (75.3% of US adults in 2023). As it continues to drop, insurers will need to rely on embedded insurance to mine what pockets of growth remain.