Customers´ expectations for life insurance pricing and rewarding

The purpose of the thesis was to find out what kind of market potential is for life insurance based on personal lifestyle in Finland. Thesis aims to shed light to customers´ expectations for life insurance pricing and rewarding elements based on personal lifestyle. Thesis was accomplished together with one Finnish insurance company. Thesis serves an important process of providing valuable information and support developing life insurance services in Finland. Thesis was conducted as a quantitative survey study. The questionnaire survey was sent via author´s social media channels (Facebook, Instagram, LinkedIn) as an open link. The total amount of responses was 99. Responses were analyzed by statistical methods. A development recommendation was made based on the findings of the survey and related literature. The results showed that customers are interested in life insurance based on personal lifestyle. Customers can have personal rewarding and pricing elements in their life insurance and each customer should have individual pricing based on their health records and insurance company would reward from healthy choices. Respondents were excited to purchase life insurance based on personal lifestyle. Life insurance based on personal rewarding and pricing should be continued to develop further in Finnish market. Thesis succeeded to expand the knowledge regarding to customers’ expectations of well-being life insurance as market research