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An SMA Research Report


Mark A. Breading, Partner

Publication Date: November 3, 2014

Number of Pages: 26

Price: $1,495.00 USD

This SMA report assesses how L&A insurers are enhancing their technology capabilities to improve customer acquisition. The study, in partnership with LOMA Resource, addresses both business and IT initiatives in marketing and distribution. The scope covers marketing campaigns, distribution management, and sales processes such as needs analysis and illustrations, and the submission of the application.

Customer Acquisition in Life and Annuities: Enabling Producers with Advanced Technology Solutions addresses the following areas:

  • Business drivers for investment in customer acquisition
  • How insurers are leveraging producer portals, managing communications and CRM, and providing tools for needs analysis and illustrations
  • Plans for leveraging next-gen technologies such as mobile, collaboration, and analytics
  • Projected technology investments through 2016   

Figure 1 illustrates the most important functional capabilities for improving customer acquisition.

20141103 customer acquisition



Table of Contents

  • Executive Summary 3
  • Business Drivers and Priorities 5
  • Project Plans by Business Category 10
  • Key Technology Approaches 16
  • SMA Call to Action 21
  • About the Research and Strategy Meets Action 23