The income question gathers useful context at the point mobile shoppers are ready to act.
Coverage guidance needs enough household context, while the application needs shoppers to keep moving after an estimate.
Who you’d be doing this for
“I had the estimate open on my phone, then it started asking about income and I just closed it.”
Alvaro Herrera · Parent of two
A mobile shopper comparing term coverage after updating a household budget.
What is at stake
Mobile estimate-to-application starts fell to 46% after the income question appeared. You have to weigh faster progress against the context that makes coverage guidance useful.
Why it isn’t already fixed
Every obvious fix costs something else. That’s the part you’d have to decide.
- application momentum vs. useful household context
- mobile simplicity vs. coverage understanding
- one release slot vs. two credible changes
- fast experimentation vs. clean measurement
Why Ethos
The digital application experience determines whether life insurance shoppers move from a family need to a policy application.
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.