The Life Insurance Consumer Journey

Gain a better understanding of life insurance shopping behaviors to increase sales productivity

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consumers visited a comparison shopping site before submitting a life insurance application

Read how the

Jornaya &


analysis can inform your sales and marketing efforts

As consumers shop more online for insurance, understanding their shopping patterns becomes increasingly important. Insights and data can inform outbound sales and marketing efforts to improve consumer engagement, tailor the customer experience, and maximize conversion. To better understand how data can provide a competitive advantage, Jornaya and iptiQ analyzed the consumer journey for life insurance.

Download this infographic today to understand how shopping behaviors vary by consumer characteristics.


We analyzed the consumer journey for life insurance with iptiQ, a digital B2B2C platform and white-label insurance provider. iptiQ provided Jornaya with 479,570 applications for life insurance products that were taken in 2019. Our Activate Identity Graph ingested hashed identifiers (email and phone) associated with these records and resolved the anonymous consumer to behaviors witnessed within the Jornaya Network of third-party comparison sites.

Download the Infographic

Additional Resources

Understand the insurance consumer journey in auto, life, and health

Learn more about how Jornaya can help the insurance industry

See how COVID-19 quarantine is affecting online car insurance shopping

Read trends about consumer shopping activity on comparison shopping websites according to Equifax and Jornaya

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