If you are thinking that “what’s next” for the life insurance industry has something to do with the experience around buying and owning life insurance products, think again. Yes, the life insurance industry has a big opportunity to improve the current state of the customer experience. Companies are improving the complex and inauthentic language used in communications, improving engagement levels with consumers, reducing friction in the underwriting process, and creating the ability to transact in an “omni-channel” way.