Artificial intelligence (AI) has played a key role in creating profiles that inform how LifeSearch communicates with its customers and their protection journeys.
This is according to LifeSearch CEO Debbie Kennedy (pictured), who told guests at the firm’s 2026 awards that while AI offers one of the best opportunities this industry has ever seen, its journey with technology began with people.
“Using extensive data, over two decades worth of speaking to customers, we took hundreds of call transcripts and customer insight from TrustPilot and Vouch For,” Kennedy said.
“And we rebuilt real world customer profiles including vulnerability characteristics and we’ve used this to design better journeys from the ground up.”
Real customer profiles
This resulted in the creation of real customer profiles.
“These are hypothetical users,” Kennedy continued.
“They’re not demographic averages, but they’re people with life events, health considerations, emotional stress, financial pressures and real decisions to make.
“When we listen to ‘Olivia,’ she is representing all of those young people taking their first step to getting a mortgage.
“But she wants to get it right and she needs constant communication, layered comms.”
Kennedy also cited the example of ‘Resh’.
“‘She was really grateful for a service review that we did,” she continued.
“She ran a family, a business, a job and was too busy to check if her cover was still appropriate and we helped with that.
“And we’ve learned from that and ‘Paul’ wanted to absolutely protect his family, but also wanted to make sure he’d done the research.
“He was a customer that spent so much time looking at Trustpilot reviews, looking at the claim stats as well.
“So we’ve taken all of that and we’ve learned from that and these customers now that you will get to know are really helping us.”
Kennedy maintained that in this context AI has proven to be an enabler. It wasn’t the point, but it helped us recognise the moments that matter.
“And these profiles now, they shape how we design our journeys and shape the language that we use and they prompt awareness much earlier on in providing us with real insights.”