MADISON, Wis. – TruStage, the consumer brand of CUNA Mutual Group, announced that its simplified-issue term life product has surpassed $500 million in coverage for customers spanning 49 states. TruStage is among the first insurers to the market with a term life insurance product that consumers can purchase entirely online, the company said. The product was unveiled in November 2016/
“Featuring an online, automated enrollment process that takes just minutes to complete, TruStage’s simplified-issue term life insurance product helps demystify and simplify life insurance for consumers,” CUNA Mutual said. “After answering just two health questions, a completely automated underwriting platform delivers an instant decision, with coverage face amounts of $5,000 to $100,000 to provide protection for home mortgages, children’s education, income replacement and final expenses.” The company noted that consumers who prefer to purchase by phone can speak with a licensed agent to secure coverage with no additional paperwork required.
“The rapid adoption of TruStage’s term life product points to a very real market need for understandable, affordable and easily accessible life insurance,” said Susan Sachatello, senior vice president, TruStage. “Too many American families are uninsured or underinsured, leaving them vulnerable and at risk. We need innovative and consumer-friendly ways for people to protect their loved ones, and this starts with a life insurance process that puts the customer at the heart of the experience.”
CUNA Mutual said that since protecting loved ones is often the life insurance buyer’s motivating factor, the online application asks for the name of the beneficiary at the beginning of the process. The application displays the beneficiary's name every step of the way to remind the buyer who they are protecting. The product also provides coverage options based on the buyer’s budget rather than forcing them to select a specific coverage amount, CUNA Mutual said.
“Our focus on the buyer experience requires us to meet consumers where they are—largely online. By creating a frictionless experience for our consumers, we’re able to help more families obtain the financial protection and security they need,” added Sachatello.