It's easy to think of claimants in a negative light. After all, they represent an expense item that affects group experience and could result in a rate increase. They require service, and service ties up resources. But without claimants, we have no business. We exist because people collect money to help them when something bad happens to them.

So let's think of ways to connect with different types of claimant customers.

The beneficiaries of employer paid or voluntary group life insurance expect us to pay the death benefit quickly and with as little red tape as possible. Life insurance provides a cash payout which is generally not tied up in probate, and there is very little proof of claim required beyond a death certificate. But a group plan can provide so much more.

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