A new US study has found life insurance beneficiaries are looking for ongoing engagement following a claim.
The report – A Blueprint for Generational Loyalty – by US-based Empathy and LIMRA found 96% of claimants were open to continued communication after a claim, while 87% preferred to continue dealing with the same representative who handled the claims process.
Researchers said the claims experience remained a significant commercial touch-point for the life insurance sector, particularly as many beneficiaries reconsidered their own protection needs following a death claim.
However, the study found fewer than one in 10 insurance policy beneficiaries currently go on to buy a policy from the same adviser after a claim, despite generally high satisfaction with claims handling.
Top challenges cited by beneficiaries
- Documentation & paperwork burden: 35%
- Long waits & processing delays: 10%
- Communication clarity & transparency: 10%
- Obtaining third-party documents: 8%
- Process complexity & unfamiliarity: 7%
Among beneficiaries who were not “very satisfied” with their experience, most said a better experience would have increased their likelihood of purchasing a policy from the same insurer.
The report identified communication quality, clarity of instructions, pre-claim engagement, and compassion as the strongest drivers of positive perceptions after a claim.
By contrast, faster payment times and more frequent contact did not materially improve long-term perceptions once core service expectations had been met.
The report, based on a survey of 272 US life insurance claimants and 12 in-depth interviews with beneficiaries who had received payouts, also found:
- Financial education: 65% want it, only 25% receive it
- Grief resources: 68% want it, only 35% receive it
- Emotional wellness programmes: 81% want it; 24% receive it
- Assistance with probate: 81% want it; 17% receive it
- Well-being check-ins: 76% want it; 43% receive it
Other findings showed 91% of beneficiaries report being satisfied with their claims experience, and core elements such as communication (87%), clarity (85%), and timeliness (83%) were rated highly.
Researchers said many families continued to face administrative, financial and emotional pressures after the payout stage, despite insurer involvement often ending once benefits were paid.
…Support needs don’t end at payout…
The authors of the report state that the claim is the moment when a family discovers whether the relationship they’ve been paying into for years delivers on its promise.
“Beneficiaries aren’t walking away from carriers because they are disengaged. They’re walking away from an experience that gave them no reason to stay. Support needs don’t end at payout.
“Closing that gap with financial education, grief resources, dedicated coordination, and practical assistance doesn’t just improve satisfaction scores. It transforms confidence, advocacy, and loyalty.’
Click here for the full report.