Why your protection provider’s digital skills really matter
Digital‑first clients seek digital‑first solutions
According to Forbes, “millennials are digital natives — and are therefore the first to notice if your digital experience is lacking” and a whopping 71% are more likely to buy from brands they like on social media.
With first time buyers accounting for 60% of mortgages in 20251, these clients are the future lifeblood of our industry. However, with the average age of a first-time buyer now up to 402, your millennial clients are no longer “up‑and‑coming”. The oldest are in their early forties, managing mortgages, young families and often caring for ageing parents. Many started work during the global recession and then faced the Covid 19 pandemic, which has left them with less wealth, more disrupted careers and more financial uncertainty than previous generations at the same age3. That shapes their attitudes to risk, security and planning4. Research has consistently shown they value expert advice when it comes to their finances, with 73% of millennials and Gen Z in Ireland stating that they believe in the importance of professional financial advice when purchasing life insurance5.
At the same time, your core growth market – millennials – expect services that are online, on‑demand and easy to use.
According to the Financial Standards Planning Boards, millennials access financial advice through a blend of digital resources and personal connections. They are more comfortable with online platforms and apps, often using budgeting tools and social media to find advice. However, they also value personal connections and seek advice from financial advisors who understand their unique needs and goals. This mix of digital and personal approaches reflects their modern approach to financial planning and decision-making.6
For Gen Z and younger millennials, platforms such as TikTok and Instagram are key information sources, not just entertainment. TikTok now has the widest reach of any social media platform amongst Gen Z and millennial internet users, with these groups leading in both engagement and usage. As of 2025, Gen Z spend an average of 2.5 hours a day on TikTok, making it their preferred place to discover new products and trends, with Instagram close behind at 2 hours 18 minutes per day. 7
These clients expect advice journeys that feel familiar: video, messaging, app‑style interactions and simple online tools rather than paper forms and long in‑person meetings. Digitally capable providers make it much easier for you to deliver advice the way this generation wants to receive it – goal‑based, collaborative, transparent and ongoing.
This is why it is now a strategic decision to work with providers who are genuine digital leaders who can help you:
- Cut low‑value admin so you can focus on giving your clients the advice they need
- Meet your clients where they already are – online, on mobile and on social media
- Speed up underwriting and medical evidence and eliminate paper from the process
- Offer a smooth, modern protection experience that sets your firm apart
In Irish Life we have worked with broker firms to build strong digital solutions for your clients.
Underwriting Submission Platform: Less admin, faster cases
One of the biggest wins for broker firms can come from digitising underwriting. Irish Life’s Underwriting Submission Platform (USP) is a good example of how this can transform your day‑to‑day business.
USP is a direct‑to‑client online medical underwriting journey designed to make life simpler for you and your clients. You only need to capture the client’s basic personal details and plan information. You then send a secure link, and the client completes their own medical questions in private, at a time that suits them.
The platform offers:
Reflexive questioning: The system only asks follow‑up questions when they are genuinely needed, which improves accuracy and completeness before submission.
End‑to‑end online journey: Clients e‑sign and submit online, and the case flows straight into underwriting, whilst you keep real‑time visibility through tools such as MyBiz on b-line. The whole application can be completed online, with advisers able to set up a plan in minutes and send it instantly to clients
Major admin reduction: You no longer need to key in pages of medical questions, chase or scan forms, manage separate fast‑track questionnaires or re‑key unclear answers. Direct debit details are collected online too, so payment information does not delay cases.
Advisers have told us that the USP alone removes at least 15 minutes of data input per case, before even counting the reduction in chasing and follow‑ups.
For your firm, this translates into:
- Better quality submissions and higher straight‑through acceptance rates
- Faster conversion of pipeline and more predictable cashflow
- The ability for each adviser to handle more cases without increasing headcount
Digital medical evidence: keeping momentum going
Even with a slick application process, many protection cases stall when medical evidence is needed. Traditional paper‑based GP reports can take weeks, involve repeated chasing and cause frustration for both you and your clients.
Our new digital medical evidence solution – Electronic PMAs - can dramatically reduce these delays and the associated stress - for all involved.
Lanas Healthcare, a long‑standing digital provider in Ireland’s healthcare system, worked with Irish Life to launch Suremed in Ireland in 2024. It’s a fully electronic medical information request solution (ePMA/PMAR) developed with KonnectNet and tailored to Irish underwriting requirements. Irish Life is the first life office in Ireland to use this platform.
Suremed plugs directly into GP practice management systems such as Socrates, HPM and HealthOne, with workflow management, reminders and payments all built in. Requests can only be delivered to GPs who have activated Suremed, which strengthens data security and GDPR compliance.
The forms themselves are standardised and – this is the important part - largely pre‑populated from the clients file - so support staff can prepare much of the content before the GP reviews and submits.
For hospitals and practices, invoicing and payments are part of the same digital workflow, with two payment runs per month to ensure they are paid promptly. Doctors save an estimated 20–30 minutes per transaction, and over a third of GP practices in Ireland have already switched on Suremed within their systems.
It really has impacted the turnaround times for PMAs. In April ’26, our average turnaround for electronic reports was just 8 working days, with just under 40% back within 5 working days. For your clients, this means quicker completion of life insurance applications and smoother onboarding.
Our goal in investing in digital solutions for your firm is to support you: we want to help you to scale your business, while offering modern, convenient experiences that resonate with your clients. If you would like to see a demo of our system, contact your account manager or visit bline.ie/protection.
Sources:
1,2: CSO
3,4: National Bureau of Economic Research; “The Career Effects Of Graduating In A Recession”,
5: Coyne Research for Irish Life 2024
6: FSPB Global consumer research, The Value of Financial Planning,
7: Statista