Reflecting on LIMRA: Meeting Market Challenges Through Better Connections
By Eileen Potter, VP of Insurance Marketing at Smart Communications
Attending LIMRA’s annual conference this year was both energizing and thought-provoking. As always, it provided a chance to connect with industry leaders, explore the latest research, and reflect on how Life & Annuity (L&A) organizations can adapt in a challenging market. The sessions covered a wide range of topics, including future-proofing the workforce, shifting consumer expectations, and the role of technology.
One standout session was “Engaging the Next Generation – Global Strategies for Attracting Under 40 Consumers,” which featured insights from Luca Russignan,-Head of Insurance, Capgemini, and Aaron Seurkamp,-SVP & President, Protective Life Insurance, and was moderated by Bryan Hodgens,-Senior Vice President, Head of Research, LIMRA and LOMA.
Drawing on joint LIMRA and Capgemini research, the discussion highlighted how younger consumers view life insurance through a very different lens than prior generations. They expect transparency, simplicity, and a digital-first experience that mirrors what they receive from tech and retail leaders.
The panel emphasized that reaching this demographic requires more than just new products – it requires rethinking how insurers communicate value, simplify the buying process, and create interactions that feel relevant to life stages and lifestyle needs. For me, it reinforced how critical modern communication strategies are, not only to build awareness but also to educate, engage and earn trust from the next generation.
Life Insurance Awareness Month: A Timely Reminder
September is Life Insurance Awareness Month, which makes this an especially good time to consider how well our industry is connecting with customers. The campaign helps shine a spotlight on the importance of life insurance in protecting families and ensuring financial security. But awareness alone does not move the needle.
Customers need to understand not only why life insurance matters but also how to navigate the process of researching, buying, and maintaining a policy. That requires clear, consistent, and personalized communication at every stage of the journey. Unfortunately, many people still find insurance communications confusing or overwhelming – and the idea of life insurance either irrelevant, unaffordable – or both.
If customers can’t understand what they’re buying or feel unsure about their insurer’s ability to support them, they are more likely to look elsewhere. Improving how we communicate isn’t optional – it directly impacts trust, satisfaction, and long-term relationships.
Pressures from Rising Expenses
Another challenge that came through clearly at LIMRA is the ongoing pressure insurers face to reduce expenses. The cost of maintaining legacy systems, processing paper-heavy workflows, and managing manual interactions continues to strain budgets. Add to that rising distribution costs, regulatory compliance requirements, and talent shortages, and the financial pressure only intensifies.
But cutting costs cannot come at the expense of customer experience. The real opportunity lies in finding ways to drive efficiency while improving engagement. Streamlining processes, eliminating redundant systems, and enabling more digital self-service can significantly reduce operational expenses. At the same time, these improvements can make communications faster, clearer, and more personalized – turning cost control into a customer-centric strategy.
This balance between efficiency and empathy will be critical for L&A organizations that want to remain competitive in a marketplace where margins are tightening, and expectations are rising.
Compliance Pressures as an Industry-Wide Challenge
A theme that surfaced throughout many sessions was the operational pressure created by compliance and regulatory change. Speakers from across the industry noted how increasing oversight adds complexity to already resource-constrained environments, and how organizations are looking for ways to respond without overwhelming staff or customers. What struck me was the repeated emphasis that compliance-driven communications don’t have to feel like obligations or distractions – they can be reframed as opportunities to build clarity and trust.
Ultimately, modernizing communication processes and embedding transparency into every interaction can ensure that L&A organizations can meet regulatory requirements and strengthen their relationships with their customers.
Moving from Obligation to Opportunity
Traditionally, customer communications in insurance were often treated as a compliance obligation: required notices, regulatory disclosures, and policy documents. While those are still essential, they shouldn’t define the entire communication strategy.
Forward-thinking L&A organizations are reframing communications as opportunities for engagement. Imagine the difference between a dense, jargon-filled letter and an interactive digital message that not only explains a policy update but also provides links to additional resources, FAQs, or even a short video. One feels like a chore to read; the other feels like support.
This shift from obligation to opportunity will separate the leaders from the laggards in the years to come. And it’s not just about technology – it’s about mindset.
Enhancing the Human Side of Digital
One concern that often comes up in conversations about modernization is the risk of losing the human touch. When digital tools are used thoughtfully, they enhance empathy and personalization.
For example, rather than sending a one-size-fits-all communication, insurers can tailor messages based on life events, customer preferences, or behavioral insights. Instead of asking customers to fill out lengthy paper forms, they can guide them through digital interactions that are clear, intuitive, and supportive.
This is especially critical in life insurance, where the subject matter is inherently emotional. Customers want reassurance that their insurer understands them as individuals, not just policy numbers. By combining digital efficiency with empathetic communication, insurers can strengthen trust and loyalty.
Looking Ahead
LIMRA reminded me that while the challenges facing L&A organizations are significant, they are also surmountable. We are not powerless in the face of rising expectations, market volatility, or cost pressures. We have the tools – and, increasingly, the urgency – to modernize the way we communicate and engage.
As Life Insurance Awareness Month highlights, this work is not just about balancing budgets or managing operations; it’s about ensuring that more people understand the value of life insurance. That means every communication, every interaction, and every engagement must be clear, relevant, and meaningful – helping insurers reduce costs while also deepening connections.
The industry may not be able to control interest rates, regulatory shifts, or the next disruptive competitor. But we can control how we connect with customers. And that, more than anything, will define the insurers who succeed in the years ahead.
Interested in learning more about how Life & Annuity insurers are rethinking customer engagement? Download our latest white paper and see how your organization compares.