Tailoring product offerings
Traditional products often carry higher anticipated loss ratios for senior lives, so designing offerings specifically catered to the needs of the elderly allows for a more tailored approach. Markets with prior experience in senior products, such as Japan and South Korea, can provide valuable data insights.
Coverage considerations
- Align coverage levels with disease management costs pertinent to senior care needs.
- Maintain clear and strict policy definitions.
- Offer coverage as riders to annuities or savings plans to mitigate anti-selection risks.
- Leverage positive risk factors like higher education, occupation history, and net worth for channel segmentation.
Issue age
- Balance inclusivity with managing anti-selection risks specific to senior lives.
- Cognitive assessments may be required for advanced age groups.
- Leverage existing market practices and loss ratio experience.
Streamlining underwriting
Along with cost and questions about the coverage needed, overly complicated underwriting is a key deterrent for seniors seeking insurance coverage across most markets.
Several strategies can simplify the onboarding process:
- Tailor questions to accommodate common age-related medical conditions like controlled hypertension, diabetes, and hyperlipidemia, while screening for severe disorders, recent issues, or hospitalizations. Insurers could also ask for details on senior-specific conditions, including falls, fractures, or vision problems.
- Assess physical and cognitive capacity rather than solely focusing on diagnoses, which better predicts senior mortality and morbidity risks.
- Apply behavioral science principles with clear question framing, simple language, avoiding technical jargon, and using honesty prompts to encourage the best possible disclosure.
- Leverage alternative solutions like digital cognitive testing or gait analysis to streamline screening while enabling affordable access.
Enhancing the claims experience
Ensuring absolute clarity in policy definitions is crucial for a smooth claims process tailored to seniors.
According to RGA’s senior survey, one of the top three drivers for seniors considering life insurance and CI insurance was "ease of making a claim."
Be mindful that definitions contingent on surgeries may face challenges due to complex medical histories or surgical risks. In such cases, thoroughly review medical records from treating physicians and seek guidance from experienced insurance medical experts to ensure fair adjudication.
Continuously integrate claims feedback into the product development cycle. Any difficulties encountered with definitions or evidence gathering can inform subsequent iterations, further enhancing the product's suitability for the intended customer base.
Conclusion
By rethinking traditional risk assessment methodologies and integrating comprehensive functional evaluations tailored to the unique characteristics of senior populations, insurers can unlock new opportunities within this rapidly expanding market segment while ensuring sustainable profitability through refined pricing and underwriting practices.
Discover opportunities from RGA's analysis of 1,636 respondents in China, Hong Kong, Japan, Taiwan, India, South Korea, Thailand, and Vietnam. Don't miss this comprehensive look at the rapidly evolving senior market in Asia: "Aging in Asia: Inclusive Insurance Study on Seniors."