The middle market offers life insurers a tremendous opportunity to expand their customer base. Michael Costonis shares five steps to tap into this market.

A recent Accenture report highlighted the opportunity for life insurers in the underserved middle market. But in order to effectively acquire and serve middle market customers, insurers will need to address the segment’s distinct preferences and behaviors—such as the prevalence of Digital Natives, who prefer to use direct online capabilities rather than brokers.

In this Insurance Insight of the Week, I share some strategies to help insurers better reach and convert middle market customers.

Five steps to help life insurers tap into the middle market

By understanding the unique characteristics of the middle market and adopting a tailored approach, insurers can access this largely underserved market and grow their market share.

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