Park in spring timeIn our recent blog series on the “paths of opportunity” for the life insurance industry, we have addressed the applicant focus and the importance of data for individualized underwriting. Now we will focus on the need for consumers to better understand their own wellness. As I travel the country speaking to clients individually and at industry events, one of the most popular topics I am asked about is the trend of people taking more control of their health with wearables, wellness programs, and other trends that are affecting our industry.

Although my job title may read Vice President, Laboratory Strategy and Sales, I really see myself as an educator. I’ve spent most of my career educating and informing the industry on the technical and scientific aspects of laboratory testing. I map out complex issues like utilizing A1c testing for more accurate results in identifying diabetes, the decreasing importance of fasting, and the quality and necessity of our comprehensive reflex testing. However, in the current consumer-centric environment, we all need to shift our thinking to not only educating the players in the industry, but the buyers–life insurance applicants.

It’s evident in today’s culture with the popularity of activity trackers and mobile health apps that the consumer is monitoring his or her physical health more than ever. Today, 1 in 5 adult Americans are using activity trackers.* Those numbers are not made up of just young people; they include Millenials, GenXers, Boomers and retirees. This tells me that applicants not only want, but have come to expect access to their health information like the testing results from the paramedical exam we perform when they apply for life insurance. With the availability of this valuable laboratory data, consumers are more aware of their health status and are empowered to act upon this knowledge.

We’ve been providing this type of information in our consumer-focused online laboratory results for five years now, and more than 1.4 million consumers have viewed their life insurance laboratory results. With Inside Look® online, applicants can securely view a complete picture of their laboratory results, expected ranges and test explanations. Consumers tell us they truly value this insight.

“I have never had medical test results displayed in a simple, easy-to-understand manner until now. And on top of that, I can log in from anywhere and get my results.” – 2015 Applicant Survey

To further aid in educating and empowering the consumer, we also recognize the need for other online tools and resources. and our website,, provide this type of content. Life Happens provides the information consumers need prior to applying for life insurance, such as types of insurance, a life insurance calculator, and an agent locator so they can find a life insurance agent near them. focuses on educating applicants on what to expect during the process, especially the paramedical exam, as well as detailing location options for screenings. The site also takes the need to protect families a step further with information on home security, fire safety and radon awareness. It’s important to us that individuals ensure their families are protected every day.

In addition to educating our industry, I’m also a mother and a proud grandmother. My professional side recognizes that the more our clients and applicants know about their health, the more everyone benefits. And my personal side wants my husband, sons and eventually my granddaughter to have every possible advantage to ensure their best health possible. Although the life insurance application process might not be the first thing that comes to mind when you think about health awareness, it can be. It’s everyone’s responsibility in our industry to continue to educate consumers on all the benefits of life insurance and laboratory testing.

*2016 Insurance Barometer Study, Life Happens and LIMRA


datapathIf you have been following our blog, you recently read Troy Hartman’s response to an article that was previously published by Amy Radin, outlining the path to opportunity for the life insurance industry. His blog focused on what he thought was the most important point for opportunity – the applicant.

This week my focus will reflect upon another of Amy Radin’s points: “In a world of big data, it’s ironic that the insurance sector is one of the most sophisticated in its historical use of data, yet is late to the game leveraging big data.”

Property and casualty insurers have aggressively started down this path, however their life insurance counterparts have been slow to embrace medically-based predictive models. However, as Ms. Radin points out, companies we are all familiar with, such as Amazon, Apple, and Google, have utilized data to precisely profile individual users to improve and personalize the overall customer experience.

Offering a customized underwriting approach

Every applicant is different and the more data available, the more precise the underwriting – and ultimately the consumer’s coverage and premiums. Imagine a world where a consumer is able to apply for the exact amount of coverage he or she needs and pays a premium that is customized precisely to his or her risk. Gone are the days of standard age and amount tables and wide swaths of risk categorization. Consumers expect a fair, transparent process that results in an individualized policy. 

ExamOne’s advanced analytics utilize laboratory testing, paramedical exams, medical history collections, and other data sources to help underwriters build a complete and unique applicant risk profile. By using a full suite of analytics, insurers are able to easily identify applicants who may pose a higher risk versus their peers in the same applicant pool.  The combination of verifiable, medically-based data sources results in the most accurate information for insurers while also resulting in the fairest cost to the applicant.

Helping protect insurers from applicant non-disclosure

33138_hiddenhealthy_infographic_fin-300px-thumbnailStatistics show that self-reporting is usually flawed – both intentionally and unintentionally – with recent studies showing that 15-30% of applicants engage in some form of non-disclosure.1 Some applicants may fail to disclose a health condition during the application because they are not aware it exists (pre-diabetes, hypertension, etc.). On the contrary, they can also knowingly withhold information such as their tobacco use, because they do not want to be negatively rated or declined. Our predictive modeling (Risk IQ) tool and advanced scoring models can help insurers identify some of these medical non-disclosures as well as place more applicants in a preferred pool. This infographic depicts how Risk IQ draws from multiple variables, including laboratory testing, and provides an applicant risk score. This can help insurers identify applicants who they thought may have been high-risk, but are identified as a “hidden healthy.”

Using scoring to identify applicant risk

Our enhanced scoring tools can help insurers easily identify low-risk to high-risk applicants by using a heuristic approach to stratify results in three risk categories: high/moderate/low. We have exclusive access to certain prescription history databases and clinical laboratory databases, so you know you are receiving the most accurate and reliable medical data.* These scoring models are FCRA compliant and can be customized to fit your business model. 


Having reliable, medically-based data is important in the underwriting process and can help insurer’s offer applicants the fairest price for their insurance policies. The insurance companies that are able to leverage data to build a more precise and fairly-priced insurance product will most likely be the companies leading us into the future.

*ExamOne requires prior written consent from insurance applicants, which appears in the HIPAA compliant authorization that is part of the insurance application. The authorization must be signed and dated prior to accessing the information.

Lanzrath, Brian J


Prostate Cancer Awareness Month: Now is the time to discuss screening

September 28, 2016 Carriers

According to the American Cancer Society, prostate cancer is the second most common type of cancer among men, and about 1 in 7 men will be diagnosed in their lifetime. However, if diagnosed early, the five-year survival rate is almost 100 percent.[i] In order to raise awareness about the disease, September is designated as Prostate […]

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The path to opportunity: putting clients at the center of the strategy

September 16, 2016 Carriers

As I was on my flight back to Kansas City a few weeks ago, I stumbled across an article on Daily Fintech. While reading it, I thought, “They get it.” To briefly recap it, the article identifies some of the root cause(s) of the life insurance decline and how some carriers have painted themselves into […]

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September marks Life Insurance Awareness Month

August 29, 2016 #Committed2 You

September is designated as Life Insurance Awareness Month. This campaign was initiated by Life Happens, a nonprofit organization whose mission is to “inspire the public to take personal financial responsibility through the ownership of life insurance and related products.” According to the 2016 Insurance Barometer study, 40% of Americans still do not have any life insurance […]

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New ordering enhancements on

August 29, 2016 Carriers

We are committed to providing superior customer service by continuously evaluating our client-facing systems. Our goal is to ensure we are providing you with the best user experience possible. If you have logged on to recently, you may have noticed a blue “Add-On-Panels” button. This new feature allows you to add additional laboratory tests to an applicant’s […]

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Committed to providing underwriters robust data

August 10, 2016 Carriers

Stacy Steuart, Strategic Product Owner of ExamOne, has been in the life insurance industry for more than 20 years. She began her career at Genworth and has held several leadership roles throughout the years. She also worked at iPipeline and OptumInsight before joining the ExamOne team. Today, Stacy is responsible for overseeing all of our […]

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Superior Solutions- Tailored services for life insurance brokerages

August 3, 2016 #Committed2 You

As you know ExamOne has completed the acquisition of Superior Mobile Medics, now known as ExamOne Superior Solutions. We are more than 6 months into the integration and we continue to make great progress. This large integration is ahead of schedule, but there is still more work to be done. We want to thank you  for your patience and loyalty during this […]

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Committed to a positive experience for clients and applicants

July 13, 2016 #Committed2 You

At ExamOne, our employees are committed to being a premier service provider to life insurers, while creating a positive experience for those taking the important step of protecting their families with life insurance. Each year, we recognize the hardworking employees who have been leaders in demonstrating this commitment. The 2015 Regional Account Manager of the […]

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Three things to consider when evaluating your underwriting requirements

July 8, 2016 Carriers

As some in our insurance industry look to supplement laboratory testing with other forms of applicant information or attempt to save costs by eliminating laboratory testing completely from the underwriting process, other companies are concerned about the potential increased mortality risk and unsure what the right mix is for them. We understand this dilemma. Our analytics […]

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