There’s no doubt about it: we live in a digital age. And when billions of customers – whether existing customers, or potential ones – are interacting with digital ecosystem platforms every day, it is only logical that insurers get excited at the opportunities the digital age presents – rich, useable data from an ever-expanding customer pool. But even though customer preferences lean toward a digital-first experience, there is always a need for that human touch – especially when it comes to life insurance. Complex life insurance products with significant, long-term implications work well in an omni-channel model, where online journeys are seamlessly combined with personal, tailored support from human advisors. The concept sounds easy and is not new. But the reality is that most insurers have struggled to deliver on omni-channel, despite large investments into related strategies, ecosystem partnerships, and technology.