As 2025 draws to a close, the pace of digital transformation in the life and annuity space has never been higher. Yet, for every step forward, persistent obstacles continue to erode agent productivity, frustrate customers, and delay modernization. Throughout 2025, Sureify partnered with carriers to tackle these persistent digital pain points. By developing targeted solutions, we helped our partners eliminate friction, enabling them to deliver experiences defined by speed and simplicity.
Here is a breakdown of the core challenges Sureify addressed in 2025:
1. Overcoming Agent Growth Barriers
Agents are vital to the success of our industry, yet many digital experiences require them to jump through hoops and hunt for information. To unlock new growth opportunities, we focused on eliminating these key friction points in the agent experience:
- Solving Data Blindspots: In the article “Unlock data to release new agent growth opportunities,” we stated our case for why agents need all the data and explained that if the data isn’t easily consumable, the agent’s job gets harder, not easier.
- Fixing the NIGO Epidemic: One of the greatest time-sinks for agents and back offices is the Not In Good Order (NIGO) issue. We dove into the root causes and solutions in the webinar “NIGOs, Who’s to blame?”
- Fostering Agent Agility: We took seriously the fact that agents resist logging into yet another portal. This is why our approach, captured by “Bring the Portal to the Agent (because they don’t want to come),” embeds digital capabilities directly into existing workflows, empowering agents to conduct business seamlessly right where they are.
2. Eliminating Applicant & Policyholder Friction
Customer expectations are set by Big Tech, not the life and annuity industry. Our work centered on the frustratingly complex and high-friction experiences that deter policyholders and applicants:
- Enabling Friction-Free Access: Customers demand speed and ease in their servicing experience. Our article, “They Don’t Want to Log in, Silly: Friction-free access for a New World,” explored the application of magic links to streamline servicing experiences.
- Meeting Customers Where They Are: Sureify’s CTO, Ben Brantley, introduced the System of Nothing philosophy, which prioritizes delivering experiences to where people want to interact.
- Transforming the Service Experience: The webinar, “Transforming Your Service Center into an Experience Powerhouse,” explored how the service center is not just an expense; it’s an untapped growth opportunity.
3. Accelerating Transformation
The persistence of carrier modernization struggles in 2025 reinforced that a solid data and workflow foundation is required for evolving digital experiences and scaling AI. To meet this need, Sureify provided the necessary building blocks to accelerate this foundation for carriers:
- Successfully Scaling AI: We emphasized the foundational needs necessary for successful AI adoption in the webinar “Until your data problem is solved, don’t waste your time on AI.”
- Eradicating Transactional Pain: Why are the simplest transactions so hard? In the article “Cracking the Code: Simplifying Digital Transactions in Life & Annuity,” we addressed how to overcome transaction-specific challenges.
- Gathering Leader Perspectives: We synthesized insights from over 170 life and annuity leaders in the peer-insights report, “Beyond Friction: The Life & Annuity Blueprint for Speed, AI, and Customer-Centricity.”
Ready to Overcome Your Biggest Roadblocks in 2026?
The work accomplished in 2025 is just the beginning of Sureify’s focused efforts to alleviate the biggest pain points inhibiting technological advancement. Our team is excited and ready to continue solving these complex data and workflow challenges in 2026.
To dive deeper, we invite you to review the comprehensive list of all the topics we covered this year.
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