With technology and social media reshaping our daily lives, it’s time to rethink the customer experience—without losing the human connection at the heart of it. Discover the journey that led us here by first reading Disruption in the life insurance industry: How did we get here?

Now, let’s explore how new tools and trends are reshaping life insurance today—and what role you still play in it.

The customer journey is changing

Not long ago, buying life insurance meant meeting face-to-face with your clients, wading through pages of paperwork and navigating sometimes confusing applications. The process was often time-consuming, overwhelming, and—let’s face it—not exactly fun.

Today’s consumers expect more.

In a world where we can book a vacation, order groceries, or apply for a mortgage online, it’s no surprise that Canadians want life insurance to be just as accessible. In fact:

• 82% of Canadian adults say they would use the internet during their life insurance purchase process
• 46% begin their research online
• 40% of Gen Z still prefer to purchase through an advisor, while only 17% would purchase a policy entirely online

(Source: LIMRA 2023 Barometer Study)

That means the advisor is still essential—but the journey begins earlier, and often, digitally.

Meeting customers where they are

Millennials aren’t “the kids” anymore. Many are parents, homeowners, and business owners—with real insurance needs. Gen Z is right behind them, digitally fluent and ready to make smart financial choices—but often unsure where to begin.

To connect with them, you should be present in the places they turn to for information:

• Social media platforms like Instagram, Facebook and YouTube
• Online forums and peer reviews
• User-friendly websites or financial articles

It’s not about flashy marketing. It’s about being accessible, authentic, and helpful—before the conversation even starts.

Why advisors still matter

Even in this tech-forward world, you—the advisor—remain central to the life insurance journey.

While online platforms are great for research and education, most people still want human guidance when making important financial decisions. Why?

Because real-life situations are nuanced. And when it comes to protecting your family’s future, no algorithm can replace empathy, trust, and clarity.

The role of AI: Assistant, not replacement

Artificial Intelligence (AI) is rapidly entering the insurance space—and that’s a good thing. You can learn more about AI by reading Artificial Intelligence (AI) and the insurance industry.

Used responsibly, AI can support advisors by:

• Translating complex policy language into plain English (or French, or your client’s preferred language)
• Summarizing key plan details for easy explanation
• Speeding up tasks like application processing or data entry

But there’s a clear line: AI can support conversations, but it can’t have them. It should never replace the human role in:

• Ensuring your client truly understands their policy
• Providing personalized advice
• Navigating emotional or sensitive life events, like making a claim

Think of AI as your sidekick—helpful, quick, and efficient. But you remain the guide.

We’re here to help you adapt

At ivari, we’re investing in digital tools to help advisors thrive in this new environment:

• ivari 360: A seamless web-based platform for policy illustrations and applications
• Secure send tools for sensitive documents
• Mobile-friendly experiences to keep up with clients on the go
• Digital content like articles, webinars, podcasts, and advisor-focused learning resources

Whether it’s a simplified application or a client-friendly explanation tool, the goal is simple: make your job easier—so you can focus on building relationships.

Disruption isn’t something to fear—it’s something to embrace. By blending technology with personal connection, life insurance can become more transparent, more accessible, and more meaningful for a new generation of Canadians.