The life and annuities (L&A) insurance industry is adapting to rising demand for life insurance and annuity products by accelerating digital transformation. Insurers are introducing tools to empower advisors, enhance engagement, and deliver personalized experiences. To meet evolving expectations, firms are embedding retirement planning and holistic financial wellness features into digital platforms. While digital maturity varies globally, insurers are modernizing systems, consolidating vendors, and leveraging AI-driven capabilities to strengthen underwriting and advisory processes. At the same time, L&A insurers are forging strategic partnerships with service providers to fast-track digital transformation, ensuring innovation and customer-centricity remain central to growth strategies.
Both demand- and supply-side trends are covered in Avasant’s Life and Annuities Insurance Digital Services 2025 Market Insights™ and Life and Annuities Insurance Digital Services 2025 RadarView™, respectively. These reports present a comprehensive study of digital service providers in the L&A insurance industry, including top trends, analysis, and recommendations. The reports also closely examine the leaders, innovators, disruptors, and challengers in this market.
Avasant evaluated 40 providers using three dimensions: practice maturity, investments and innovation, and partner ecosystem. Of the 40 providers, we recognized 25 that brought the most value to the market during the past 12 months.
The report recognizes service providers in four categories:
Figure 1 below from the full report illustrates these categories:
“The L&A insurance sector is at the crossroads of intelligence and scale,” said Robert Joslin, Avasant managing partner. “Agentic AI, backed by global competency hubs, is shifting insurers from automation to autonomous decision-making, enhancing policyholder experiences while still requiring human oversight for accuracy and accountability.”
The full reports provide a number of findings, including the following:
“As L&A insurers adopt agentic AI to modernize operations and enhance customer engagement, service providers are turning that vision into reality,” said Vishal Garg, principal analyst at Avasant. “Embedding AI-driven intelligence across underwriting, claims, and servicing is helping carriers achieve greater speed, precision, and trust.”
The Life and Annuities Insurance Digital Services 2025 RadarView™ also features detailed profiles of 25 service providers, along with their solutions, offerings, and experience in assisting life and annuities insurance companies in digital transformation.
This Research Byte is a brief overview of Avasant’s Life and Annuities Insurance Digital Services 2025 Market Insights™ and Life and Annuities Insurance Digital Services 2025 RadarView™. (Click for pricing.)
Avasant’s research and other publications are based on information from the best available sources and Avasant’s independent assessment and analysis at the time of publication. Avasant takes no responsibility and assumes no liability for any error/omission or the accuracy of information contained in its research publications. Avasant does not endorse any provider, product or service described in its RadarView™ publications or any other research publications that it makes available to its users, and does not advise users to select only those providers recognized in these publications. Avasant disclaims all warranties, expressed or implied, including any warranties of merchantability or fitness for a particular purpose. None of the graphics, descriptions, research, excerpts, samples or any other content provided in the report(s) or any of its research publications may be reprinted, reproduced, redistributed or used for any external commercial purpose without prior permission from Avasant, LLC. All rights are reserved by Avasant, LLC.
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