They Don’t Want to Log in, Silly: Friction-Free Access for a New World

The life and annuity industry faces a unique challenge: limited customer touchpoints. With two or less annual customer interactions, each moment becomes critical in shaping customer perception. By offering digital self-service, carriers are squeezing all the value they can out of those precious few customer interactions, both from an experience and efficiency perspective. However, even the simplest transactions in life and annuities can be a disjointed experience. Cross-system connectivity issues are creating gaps in transactional experiences, gaps that many carriers rely on costly, manual intervention to fill. 

Beyond system connectivity challenges, self-service is also facing password-related barriers. Agents and customers are flooding customer service centers with portal login issues. The traditional login approach is unable to properly address the breadth of digital transactional scenarios in today’s omnichannel environment. 

Examples include:  

• A policy is transitioning to a new owner, but the process cannot be completed digitally because the new owner does not have an account yet.

• An agent wants to send a beneficiary change request link to a customer, but the customer has not registered online.

• A customer needs to update their payment method, but has not logged in for a year and cannot remember their password. 

• A newly hired agent would like to begin their onboarding process, but has yet to receive their system credentials.

• A carrier would like independent agents to learn about their product portfolio but it sits behind a login or account wall.

Sureify’s platform offers friction-free access, which brings the marvels of magic links to life and annuity transactions, streamlines interactions, and alleviates login hassles. With friction-free access users, regardless of portal registration or account status, can securely bypass traditional logins and take immediate action. Access is transaction-specific and initiated by authorized users, such as agents. Assigned tasks are delivered via unique URLs to customers’ verified email addresses or phone numbers. And in one seamless step, customers can provide a signature or complete a form without registering or logging in. To help expedite the hand off of tasks, Sureify provides authorized users transaction templates with pre-configured magic links. For more complex transactions, a delegated step-assignment model can be applied, enabling multiple users to participate on the same transaction. Friction-free access works in conjunction with carriers’ identity provider, providing the flexibility to implement their preferred level of security. 

Sureify is tackling the roadblocks to effective self service. Whether it’s delegating access or simplifying task completion, this friction-free approach ensures that each customer interaction is a smooth and hassle-free experience. Interested in learning more? Check out Sureify’s friction-free access demo.