Life insurance is proving to be a difficult nut to crack for digital insurers. Although the reasons are multiple Ladder is among a new breed of startups that are trying to revolutionize the purchase, consumption and distribution of life insurance.
Specifically, Ladder is redesigning the life insurance purchasing process with an instant decision as opposed to waiting for the industry average of six weeks. To accomplish this – and satisfy the regulatory requirements regarding the underwriting of life insurance – Ladder is leveraging AI algorithms that deliver an initial insurance quotation matching a prospects profile and needs within seconds.
The Ladder team is staffed with ex Dropbox and Google engineers who are developing data-driven term life policies that have low premiums and coverage limits of up to $8 million in California.
How Ladder’s application process works:
- A brief question set leads to a term life insurance quote in seconds.
- The consumer then confirms their application online and get coverage instantly.
- If Ladder needs more information about the consumer via a (free) medical exam, it will send a medical professional to the individual.
Ladder’s CEO, Jamie Hale, summed up Ladder’s advantage amid a market driven primarily by offline distribution: “We’ve built Ladder with new technology and without expensive middlemen or sales offices. That means we can provide customers with the best, personalised value, price and experience and service.”
Ultimately, Ladder is offering a digitally delivered term life insurance product while simultaneously lowering premiums by offering tailored policies payable in monthly instalments. The challenge for Ladder will be in building brand recognition amid established competitors, in addition to expanding the product range while maintaining its digital delivery model.