Consumers continue to believe that individual life insurance is too expensive and are still unclear on what products and face amounts they should purchase. Consumers want simple products and clear policy language, but they also want benefits that address their needs for income in retirement and funding for healthcare. Individual life insurers have options to grow sales and reduce costs through technology and operational optimization. Insurers can deploy agentic AI in life underwriting, investment suitability reviews, claims, billing, and customer service for efficiency and consistency.
This brief examines the 2026 individual life insurance market and offers carriers approaches to the current challenges. It is based on ongoing dialogues Datos Insights is having with carriers and on publicly available news covering individual life insurance.
Clients of Datos Life, Annuities & Benefits service can download this report.
This report mentions AAA Life, American Family, American National, Amica Mutual Insurance Company, AuguStar Financial, Boston Mutual Group, Brighthouse Financial, Cincinnati Life Insurance Company, Globe Life, National Life Group, Northwestern Mutual, Primerica, Principal Financial, Prudential Financial, and State Farm.
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