The approval moment is producing confidence, then losing it at payment.
Applicants need enough reassurance to activate while policy language must stay precise.
Who you’d be doing this for
“I got the approval email during lunch, then closed it because I wasn’t sure what I was agreeing to.”
Amelie Smith · New parent
She has been approved for term life coverage but paused before entering payment details.
What is at stake
First-day activation fell from 35% to 30% while approvals stayed flat. You have to weigh faster urgency against the clarity that makes a high-consideration purchase feel safe.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- activation urgency vs policy comprehension
- digital cadence vs human follow-up
- quick tests vs clean measurement
Why Ethos
Term life applicants move from an instant decision to a funded policy through this digital follow-up.
Written with these in mind
Not your kind of problem? 29 more at Ethos, or browse every organization.
This is the setup. The work is inside.
Running it puts you in the room: the full situation and its constraints, stakeholders who push back in their own words, and the decisions that are yours to make. What you produce becomes a Day One Plan — work you can show someone instead of describing.