The volume of customer interactions has long been the justification as to why a life insurance website does not compare with online retail websites or other websites with market leading customer experiences. Technology investments are typically targeted at the sales process and product development rather than customer experience. However, when one thinks about the potential for interactions there is an argument that an interactive website makes sense.

The public websites of 50 US life insurers were evaluated for several key features and functions. Features and functions available to policyholders were evaluated via an online survey sent to policyholders of the insurer.