Customer Experience

Mapping the Life Insurance Sales Journey

Client Goals

Build understanding of advisor/agent processes, needs and pain points during the life insurance sales journey to inform strategies for optimizing the advisor/agent experience.

8 Acre Solution

A multi-phase journey mapping initiative, combining both qualitative and quantitative methodologies:

  • Twenty one-on-one interviews were conducted with a diverse set of financial professionals to develop a high-level view of their life insurance sales journey and experience
  • Online survey among financial professionals selling life insurance to:
    • Map the life insurance sales journey
    • Identify key drivers (“moments that matter”) and pain points
    • Uncover opportunities to improve and differentiate the experience


This foundational research allowed our client to prioritize efforts, allocating resources to key moments in the advisor/agent journey, and served as a baseline for metrics to be tracked over time.