Empathy and LIMRA joint research shows the claims experience is a powerful — yet underused — engine of long‑term growth for the industry
NEW YORK – May 14, 2026 – Empathy, the technology company transforming how the world plans for and navigates life’s hardest moments, and LIMRA, today announced new research examining how the life insurance claims experience shapes long-term customer relationships. The findings reveal a critical disconnect: while insurers have invested meaningfully in operational improvements, they are missing the opportunity to turn one of the most meaningful customer moments into lasting loyalty.
U.S. life insurers pay out almost $100 billion in death benefits each year, yet fewer than one in ten beneficiaries go on to become customers themselves. The Empathy and LIMRA research uncovered this gap is not due to a lack of beneficiary engagement, but rather a lack of relevant, human-centered support aligned with what beneficiaries are actually experiencing during one of the most vulnerable moments of their lives. While the industry has optimized for operational efficiency and a smooth claims process, these efforts often fall short of addressing beneficiaries’ emotional and practical needs, resulting in a transactional experience that fails to build long-term and generational loyalty.
“What this research makes clear is that the claims moment is not just an operational milestone or well-executed transaction, it’s a relationship-defining experience,” said Ohad Gutman, Chief Business Officer at Empathy. “When the beneficiary is handled with clarity, empathy, and meaningful support, it can lead to long-term loyalty. When it’s treated as a transaction, that opportunity is lost.”
Key Findings from the Research
The study surfaces several critical insights into what drives and limits long-term engagement following a claim:
The claims experience performs well operationally, but falls short as a relationship moment
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91% of beneficiaries report being satisfied with their claims experience
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Core elements like communication (87%), clarity (85%), and timeliness (83%) are rated highly
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Yet according to LIMRA, fewer than 1 in 10 beneficiaries go on to become customers, highlighting a disconnect between satisfaction and long-term loyalty
Perception after the claim is the strongest predictor of future business
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Post-claim perception is the #1 driver of both recommendation and purchase intent
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Among less satisfied beneficiaries, 71% say a better experience would have increased purchase intent, while 78% say it would have increased their likelihood of recommending the carrier
A major “delivery gap” exists between the support beneficiaries want and what they receive
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84% say dedicated support such as a specific person to guide them, grief or financial resources, or tools to help manage the process, would make the insurer more appealing
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Financial education: 65% want it, only 25% receive it
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Grief resources: 68% want it, only 35% receive it
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Emotional wellness programs: 81% want it; 24% receive it
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Assistance with probate: 81% want it; 17% receive it
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Well-being check-ins: 76% want it; 43% receive it
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Beneficiaries are highly open to ongoing engagement
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96% are open to post-claim communication across channels
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Most prefer personalized, practical guidance and not generic outreach
A Shift From Transaction to Relationship
The research reframes the claims experience as a pivotal moment in the customer lifecycle, not the end of a transaction but the beginning of a relationship.
“This research shows that beneficiaries are not inherently disengaged – they are highly open to continued interaction,” said Lai-Sahn Hackett, Corporate Vice President at LIMRA. “It underscores an opportunity for insurers to rethink how the claims experience contributes to ongoing engagement and business outcomes.”
The findings highlight that beneficiaries are not disengaging by default, they are responding to the experience they receive. While insurers have made meaningful progress on operational efficiency, the research shows that emotional and practical support during and after the claim is what ultimately shapes long-term outcomes.
Technology and Support as the Next Frontier
As expectations evolve, the industry is beginning to shift toward more holistic, support-driven models of care. Solutions that combine digital tools with human guidance can help carriers extend support beyond the payout and better meet beneficiary needs.
To read the full report and its findings, visit empathy.com/resources/
