Throughout 2025, the life insurance industry made several strides in digital user experiences, with firms prioritizing security enhancements, multi-account experiences, and financial management tools. Firms introduced new capabilities across the customer journey—from helping prospects calculate their coverage needs to enabling account owners to view their policies within a holistic financial picture.
Here are the three key trends that defined the year’s evolution in digital life insurance experiences.
Firms Integrated Life Insurance with Broader Financial Planning Capabilities
Life insurance is just one aspect of a broader financial plan, and in 2025, firms began allowing users to combine other aspects of financial planning with their life insurance. The following three firms led the coverage set:
- New York Life provided users with the option to link outside accounts, such as checking, savings, credit card, or real estate accounts, to their life insurance account owner site experience.
- Fabric released a new mobile app integration that allows account owners to build a personal financial profile by connecting external accounts via Plaid.
- Northwestern Mutual added a Net Accumulated Value section to the Net Worth page giving users a deeper understanding of how their finances and accounts ladder up into their net worth.
New Life Insurance Tools Help Prospects and Advisors Calculate Financial Needs
In 2025, many coverage set life insurers launched new tools with the goal of helping users determine their financial goals and needs, facilitate life insurance application processes, and help advisors better serve their clients.
Prudential created a new term life insurance calculator offering a fast, user-friendly experience for prospective buyers to generate a quote for EssentialTerm Value in under a minute. The tool enables users to generate a quote for the product by completing a short five-question form. Each response option is clearly labeled with supportive icons, helping users quickly understand and complete the process.
USAA launched a new Life Insurance Product Selector tool, a two-step tool that allows users to quickly find what life insurance plan fits their financial needs and goals. Users select the reason they need life insurance and how long they would like the policy to last. The selector then recommends two specific life insurance plans to users on a scale of Best Match and Good Match, each providing reasons both for why to choose the plan and why the plan might not be right for the user.
Mutual of Omaha introduced a new prospect engagement tool on its public site Life Insurance Planning and Advice page to help users learn about life insurance and determine their life insurance needs. The interactive experience walks users through a three-step questionnaire, each accompanied by easy-to-read prompts and visual tiles, and provides resources for users depending on their responses.
Principal introduced a new Key Person Calculator on its publicly available advisor site to help advisors estimate appropriate coverage amounts when protecting a key employee. The tool supports three coverage types—Life Insurance, Disability Insurance, and Life and Disability Combo—and collects detailed information such as business value, compensation and ownership details, along with key employee job factors and insured information. The calculator enables users to generate a tailored report or email it for client review, serving as a comprehensive self-help resource to guide key person coverage discussions.
Insurers Expanded Login Options for Stronger Security
Enhanced security remained a priority trend for life insurers in 2025, as more firms introduced additional authentication methods to their account owner sites. State Farm added a new passkey login method, enabling policyowners to log in using a fingerprint, face ID or PIN to authenticate; CI’s 2024 study of customer attitudes toward login security practices on pharmacy websites found that mobile-app respondents prefer biometric logins due to their balance of speed, ease of use and security. Meanwhile, respondents accept one-time passcodes as a necessary inconvenience to ensure account security.
Pacific Life eliminated the option for users to complete two-factor authentication via email. Account owners must now verify their identities using a registered phone number, with the choice to receive a verification code via text message or voice call; users may alternatively opt to verify through a mobile authenticator app. The update enhances security by limiting verification methods to devices directly associated with the user.
For more on the latest trends in the life insurance industry, check out our Life Insurance Monitor subscription research service. And read our Insights section for the latest digital trends across financial services, insurance, and healthcare.
Brooke Harmke
Brooke Harmke is an Analyst on CI's insurance team.