The science of a question

I have life insurance, and according to the FCA that puts me in the minority (only 29% of adults have a policy). Life insurance provides essential protection for couples and families, so why aren't more people covered? One reason materialises in the purchase journey. With one eye on the full emotional and cognitive context, it's not hard to see that medical questionnaires present a barrier. Using behavioural science, we can improve medical questionnaires. Not only might this reduce the protection gap, but it might also increase disclosure and competition. A barrier to purchasing li...