An online quoting system has reported that all consumers look at more than one protection product area when considering cover.
Total Systems built the online system with The Life Dept and its statistics showed 100% of customers looked at a minimum of two cover types out of term assurance, critical illness and income protection.
The figures showed on average each visitor tried 15 different variations of product and cover level and visitors aged between 20 and 30 tried 19 different variations.
According to Total Systems, taking an approach to offer a more individual customer experience appealed to the younger consumer that was traditionally the least engaged with insurance.
Louise Cuming, customer experience consultant at Total Systems, said: "At the business level, the people we talk to who work for insurance companies recognise the need to update their approach.
"They know the modern consumer wants speed, convenience and innovation - and to be treated as an individual. The reality of getting any action though is completely different. There is a lot of talk about the need for change but absolutely no evidence of it being delivered."
Paul Molyneux, managing director of IFA firm Molyneux Associates, said: "We have noticed some insurers are behind the times. Our offices are very technology-focused and we communicate that way where we can with clients.
"We are dealing with one company at the minute that is really living in the dark ages with post-based communication and ten days turnaround time. And it is not just one exception. But then you do get other insurers that have embraced technology more."
Advisers in the network will now be able to refer clients struggling to get the right cover to specialist advisers
After 12 years at The Exeter
Supported by PFS, PIMFA and Penney