By Michael P. Curran, CEO, Force Diagnostic, Inc., Brian G. Mulconrey, cofounder and advisor to Force Diagnostics, Inc., and Chuck Ritzke, FSA, MAAA, actuarial advisor to Force Diagnostics, Inc.

Think about it: With over $20 trillion of life insurance in-force in the United States alone, wouldn’t you expect more life insurance companies to be devoted to helping their customers enjoy long and healthy lives? Apart from making an inspirational mission statement, this might also help us to set more ambitious goals around reinventing the life insurance customer buying experience. There has been a lot of industry focus recently on “fluidless” or “non-invasive underwriting.” Trading underwriting accuracy for small improvements in issue speed just doesn’t seem to go far enough toward truly reinventing the customer experience. (CONTINUED...)